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Brand Resources

Everyone in Girl Scouting has a role in protecting our name, our image, and our brand.

Your actions, words, social media posts, recruitments, and events represent you, your service unit, our council, and the larger Girl Scout movement. Whether you’re talking about Girl Scouts with your friends, promoting your Gold Award project, or sharing photos of your troop on Facebook, you are all walking talking representations of what it means to be a Girl Scout and what this organization is and does.

Here are some resources to help you ensure your message is consistent and always on brand when taking action throughout Hornets' Nest.

Marketing/Visual Branding

Logo Usage

Whether you are creating a flyer, social media graphic or other branded element, Council permission must be obtained to utilize the Girl Scouts, Hornets' Nest servicemark. 

numbers Download and read through our  Graphic Guidelines.

number1_32 Develop a mock-up of the piece for approval. A sample logo can be downloaded here.

number3_32 Complete the  One-Time Logo Usage Agreement.

number4_32Upon approval (5-7 business days), you’ll receive the hi-res version of the requested logo and can finalize, print, distribute as planned.

Brand Checklist

Use this quick checklist to make sure your flyer, form, or other Girl Scout piece follows key graphic guidelines and standards:

arrow4-right_green_32 COLORS: All Girl Scouts materials should use three main colors: black, white and Girl Scouts Green. You can tell if it's Girl Scouts Green by the HEX number (#00b451), CMYK values (95/0/100/0), RGB values (0/180/81), or PMS number (354).

arrow4-right_green_32 FULL NAME: Do not use Scouts alone – ensure all references to the organization and program use our full unique name, Girl Scouts. Before shortening our Council's name to GSHNC, use the full name the first time it is mentioned with the acronym in parentheses—Girl Scouts, Hornets' Nest Council (GSHNC). Also note the proper location and use of the comma and apostrophe within our name.

arrow4-right_green_32 FONT: Please use Palatino Linotype for all Girl Scout branded materials.

arrow4-right_green_32 PHOTOS: Use close-up photos on your materials. Focus on the action and ensure girls’ diverse personalities and experiences are depicted, with an array of emotions (avoid using only posed smile shots), and in active, strong, and adventurous ways as much as possible (avoid posed, standing still shots unless critical to the content).

arrow4-right_green_32 CLIP ART: Avoid clip art whenever possible. Use photography or illustration instead, but do not “borrow” any licensed or copyrighted art.

arrow4-right_green_32 LOGOS: Review the graphic guidelines and get permission to use the Girl Scout, Hornets' Nest Servicemark first, by completing the  one-time logo usage agreement form for approval.

arrow4-right_green_32 CO-BRANDING: Ensure any public-facing material you create is branded Girl Scouts only, or obtain special permission from marketing@hngirlscouts.org to promote partnerships.

Image Safety Guidelines

In order to keep girls safe, it's important to know whether or not you have permission to use images of our Girl Scouts! Most currently registered Girl Scouts and girls who have registered for staff-led Girl Scout events give permission to use images taken at Girl Scout activities to promote Girl Scouting. However, always be sure to check with troop leaders and parents in attendance.

If you are inviting a news reporter or videographer to your meeting / event, please make sure that all those who are in attendace are aware of their presence.

When non-Girl Scouts are invited to a private event, please be sure to get guardian consent before taking pictures of minors. 

Brand Colors

The below colors are updated to reflect the 2021 Girl Scout Brand Refresh.

View Full Expanded Color Palette Here

Primary Brand Colors

  • Green, black, and white should always be used as the predominant colors.
  • Girl Scout Green is Hex #00b451
  • Star Green - Hex #d5f267
  • Forest Green - Hex #005640

Age-Level Colors

  • Daisy (River) - Hex #1496d4 
  • Brownie (Brown) - Hex #763a16        
  • Junior (Deep Purple) - Hex #5c1f8b         
  • Cadette (Poppy) - Hex #ff4438   
  • Senior (Flame) - Hex #ff830c          
  • Ambassador (Gold) - Hex #f7be00      
  • Volunteers (Stone) - Hex #a8a8a8

Cookie Colors

  • Lemon Ups (Sunshine) - Hex #fff441
  • Do-si-Dos (Flame) - Hex #ff830c
  • Tagalongs (Poppy) - Hex #ff4438
  • Thin Mint (Girl Scout Green) - Hex #00b451
  • Toffee-Tastic (Teal) - Hex #00b2be
  • Trefoil (River) - Hex #1496d4
  • Samoas (Deep Purple) - Hex #5c1f8b
  • S'Mores (Brown) - Hex #763a16
Brand Fonts
Materials created by GSUSA and Girl Scouts, Hornets' Nest Council use several proprietary fonts which are unavailable to the public.
 
  • Girls, troops, and volunteers are encouraged to use the Palatino Linotype font and its variations for any design materials created.
  • Troops/service units who create their own materials are free to use any fonts they legally have the right to use. (Note that if you're including the GSHNC logo in any form, you'll need to get your design approved by council by submitting the One-Time Logo Usage Agreement. We're here to help!).

Publicity/Telling Our Stories

Girl Scouts have many wow-worthy stories to share and we want to tell them all in a way that helps us build community/public awareness and engagement with the overall Girl Scouts Movement. Please use these guidelines and resources for representing Girl Scouts—sharing your story with our council, throughout your community, and with approved media.

Brand Voice & Editorial Guidelines

When we speak with one strong, unified voice, we establish our identity and become unforgettable.  Girl Scouts’ communications and storytelling should always be rooted in our values of self-expression, community, inclusion, integrity, and discovery. The Girl Scout legacy is spirited and storied. To move our story forward, we ensure our tone is encouraging, emotive, thoughtful, inclusive, and bold. 

Our  Editorial Style Guide is a catalog of Girl Scout "house" style rules regarding frequently used (and misused) terms, Girl Scout principles and beliefs, punctuation, and much more. Keep in mind that adhering to these guidelines increases consistency across marketing and communications—which is key to telling the Girl Scout story in a unified voice.

Share Stories with GSHNC

Sharing a story from the girl, troop, and volunteer lens helps bring Girl Scouts to life! Share with us (and the world) how you’re experiencing Girl Scouts - whether you’re accomplishing an award, completing a service project, exploring the outdoors, or earning badges with your troop. 

When you tell your Girl Scout story, GSHNC and GSUSA can amplify it in media outreach, publications, blogs, social media, etc. To submit your story, provide a few sentences of what it’s highlighting, at least one photo (unless submitting a video), and basic details including name, troop number, and city. Get started by submitting the Share Your Story form.

Media Outreach
National & Council Outreach Efforts

GSUSA handles all national media outreach and GSHNC staff reaches out to all TV, print, and radio outlets in our region. The GSHNC Marcom team works on securing positive coverage of Girl Scouting all year long and executes strategic campaigns to support new member recruitment, the cookie program, highest awards, and more. The only way this happens is by members like you sharing their stories.

  • Share Your Story – use the linked form to share your Girl Scout story with GSHNC.
Volunteer/Member Outreach Efforts

Before taking your girl or troop story directly to the press, or helping council-wide recruitment or other campaign efforts, please review our resources and guidelines, and then focus on your hyper-local neighborhood newspapers and radio shows broadcasting in your immediate area to avoid overlapping outreach.

Furthermore, GSHNC manages all Girl Scout brand-related media inquiries and crisis communications. Please always refer and reach out to marketing@hngirlscouts.org regarding these media relations and communications.

Reactive/Crisis Communications

If you are approached in the community or by media regarding sensitive topics or controversy, please remember to refer or loop in our GSHNC Marcom team by emailing marketing@hngirlscouts.org

When asked about issues you are unaware of, keep in mind the following key steps:

  • Please refer the inquiring party to customercare@hngirlscouts.org or council communications staff.
  • Our priority is to let girls learn and have fun. Ask adults to keep adult conversations to themselves. For example, approaching girls with salacious materials at a cookie sale is not acceptable, should be reported to Council and will be investigated.
  • Safety is important. We don’t want members putting themselves in an untenable situation. This is especially true if a person becomes agitated in conversation – please remove yourself and girls from the setting.

Social Media

We look to our volunteers, members, and supporters to help GSHNC continually reach new people, and ask that you follow, like, share, and comment on our social media pages as much as possible. We hope to widen our reach and increase visibility through credible people who have Girl Scout knowledge and connections – like you! 

Social Media Guidelines

Start with our  Social Media + Website Guidelines which include general social media best practices, important online safety requirements, and what you must consider when creating a website or social media page that references Girl Scouts and/or our council. We ask that our social media guidelines are reviewed and observed at all times when representing and associating with Girl Scouts online. 

Connect with GSHNC

Get social with Hornets' Nest by engaging with us on the following social media platforms:

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