Branding 101

Training

Girl Scouts’ brand is evolving to meet today’s girls’ needs, and we want to tell you all about it.

GSUSA developed a short video so you can learn all about the changes. Thank you for your help implementing our brand—volunteers are essential to sharing this new information.

Materials featuring the new branding are rolling now, so we want to make sure you’re in-the-know and feel prepared for any questions that might come your way. In gsLearn (login through myGS), you'll see a new 20-minute course on your dashboard. You can access this video at your convenience as an on-demand training resource that you can stop and start as many times as you’d like.

Brand FAQ

What is brand?
Our brand is not just a logo, a visual identify, or a product. It is the personal connection and experience that people associate with Girl Scouts Dakota Horizons, including our programs, services, marketing, and reputation.

Why is it important to protect the brand?
It is critical to protect the brand for financial reasons and for the sake of our organization's recognition, reputation, and credibility.

What is copyright?
Copyright is a law that gives the owner of a work (like a photo, song, or written material) the right to say how other people can use it. With copyright, a work can be copied only if the owner gives permission. Copyright laws help Girl Scouts Dakota Horizons protect our marketing assets.

The same laws protect the visual and linguistic property of other organizations/companies. Copyright infringement is the use, reproduction, distribution, display, or performance of works protected by copyright law without permission. Do not infringe on copyright!

What does trademark mean?
A trademark is a word, phrase, symbol, and/or design that identifies and distinguishes the source of the goods of one party from those of others. Logos, photographs, symbols, designs, words, phrases, and even non-traditional elements like sounds, smells, and colors, can be trademarked. Trademarks protect the intellectual property and use of specific ideas and symbols, as well as the trademark owner's brand.

Visit the GSUSA website for detailed information about Girl Scout copyright and trademarks.

What is a servicemark or lockup?
The lockup, or servicemark, is the final form of our logo, with all its elements. Only council names (e.g. Girl Scouts Dakota Horizons) and Higher Awards may be locked into the servicemark. Only GSUSA can create lockups/servicemarks. See the Graphics and Logos section below.

Do I need permission to use badges and other Girl Scout symbols on my website or marketing materials?
Yes! The use of official insignia (all of which are trademarked) is highly restrictive. Please review the copyrights and trademarks FAQs from GSUSA.

Do I need permission to use the Girl Scout logo on my Girl Scout troop/group or service unit website?
Yes! Please work directly with staff for approval and assistance. Our Marketing Manager can assist with website needs.

Do I need permission to use the logo on patches, T-shirts, banners, or promotional materials?
Yes! See the T-shirts, Patches and Branded Items dropdown for details. For additional questions, please contact marcomm@gsdakotahorizons.org.

General Guidelines toggle arrow

Remember the Girl Scout Law
Always keep in mind the Girl Scout Promise and Law and our mission of building girls of courage, confidence, and character who make the world a better place.

Representing Girl Scouts in the Community
Thank you for representing Girl Scouts Dakota Horizons at community events! These tips will help avoid confusion that may arise due to marketplace competition. See the Talking to the Media guidelines below for more information.

Use consistent language and correct Girl Scout branding, as outlined below. (Please share this information with the coordinators, spokesperson, or media representatives at events in which you participate.)
Wear the Girl Scout uniform or Girl Scout-branded clothing at community and school functions (e.g., parades, flag ceremonies, recruitment events, Girl Scout troop outings).
Ask event announcers to distinguish between the two separate youth organizations (i.e., use “Girl Scouts” or “GSUSA” and “Boy Scouts” or “BSA” rather than “Scouts” or “Scouting”).

We are happy to help if you have a question about a partnership opportunity with another youth organization or need assistance with a related situation. Contact us at 800-666-2141 or help@gsdakotahorizons.org.

Questions about branding? Email our Marketing and Communications team at marcomm@gsdakotahorizons.org.

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Tips to help when referencing our name:

CORRECT BRANDING	INCORRECT BRANDING
Girl Scouts of the USA	Girl Scouts of America
Girl Scout/Girl Scouts/Girl Scouting	Scout/Scouts/Scouting
Girl Scouts	The Girl Scouts
Girl Scouts Dakota Horizons	Girl Scouts of Dakota Horizons Girl Scouts of Sioux Falls Sioux Falls Girl Scouts
Girl Scout Troop 1234	Troop 1234
Girl Scouts Dakota Horizons Rushmore Service Unit	Rushmore Girl Scouts
Girl Scout Cookie Program	Cookie Sale
Fall Product Program	Nut Sale Fall Sale
Earn the Girl Scout Gold Award, Girl Scout Silver Award, Girl Scout Bronze Award	Win the Gold Award
Gold Award Girl Scout, Silver Award Girl Scout, Bronze Award Girl Scout	Gold/Silver/Bronze Award winner, awardee, recipient

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Colors

Green is one of our greatest equities. It should be used prominently in external communications, especially for the Trefoil. (PMS 354, RGB 0 Red/180 Green/81 Blue, or HEX #00b451)
The color palette has been expanded to energize our brand. Download the full color palette.

Color Don'ts

Don't use gradients.
Don't add new colors to the brand palette.
Don't fake metallics.

Fonts

Materials created by GSUSA and 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.
Note that if you're including the Girl Scouts Dakota Horizons name, logo, and/or trefoil in any form, you'll need to get your design approved by council by submitting the material to your Member Support Specialist.

Trefoil and Servicemark toggle arrow

Please review the guidelines below and throughout this page before requesting the artwork.

When scaling artwork, do not stretch it disproportionately. To keep artwork proportionate, use the corner to drag (not the side) and (in most programs) hold the shift key.

To request additional versions of the Trefoil or Servicemark, email marcomm@gsdakotahorizons.org.

Trefoil

The Trefoil is the simplest and most potent expression of our brand.
Can be used without the servicemark in communications where the Girl Scout brand has already been established.
Green is our signature color and should be used in formal settings and for audiences who are unfamiliar with our brand.

Trefoil Don'ts

Never use more than one Trefoil in the same application.
Never crop it.
Never rotate it.
Never use it as a pattern.
Never add effects to it.
Never outline it.
Never wrap text around it or lockup text close to it.
Never use it to replace a typographic character.
Never place text inside of it, including page numbers.
Never place the Trefoil next to text.

To download, right-click image and select "Save Image As".

Servicemark

The Girl Scouts Dakota Horizons Servicemark is the final form of our logo, with all its elements. It should not be reassembled or reproportioned. Only GSUSA can create servicemarks/lockups.
Whenever possible, the text should be black and the Girl Scout Trefoil should be kept green. If placed on a green background, the Trefoil should reverse to white and all text should remain black. One-color marks are a last resort to be used only when budgets so demand.
Members should always use the servicemark that includes the council's name.

To download, right-click image and select "Save Image As".

Photography and Other Graphics toggle arrow

Photography

Use only high-quality photos and graphics.
Choose images that represent the mission, Promise, and Law of Girl Scouts.
When capturing shots of girls, get them in action trying new things.
Send high-quality, full-size photos from your event through the Share your Story form. By submitting images, you are giving Girl Scouts Dakota Horizons permission to use them in publicity and marketing materials and verify that all featured individuals give their consent.

Photography Don'ts

Don't overlay gradients on photos or convert to grayscale.
Don't add filters to photos.
Don't add vignettes to photos.
Don't rotate photos unnaturally.
Don't use low-resolution images.

Other Graphics

Use artwork from sites that provide copyright-free materials or create your own. If it has a watermark, you do not have permission. Freepik is a great resource.
Ensure graphics are not pixelated or low-resolution.
Choose images that represent the mission, Promise, and Law of Girl Scouts.

T-shirts, Patches, and Branded Items toggle arrow

General
All use of the Girl Scout brand is subject to council approval.

To get started, talk to your Troop Engagement Specialist. Remember to check out our great selection at the council shops! You might just find what you are looking for.

When creating banners, t-shirts, patches, or other items for troops or service units, always include an identifier for our council. It is not necessary to use the servicemark, but do include the words Girl Scouts Dakota Horizons.

Creating Branded Items

To produce branded materials for resale at cost or included in a program with cost (e.g. troop shirts, program patches, etc.), a GSUSA licensed vendor must be used.

Approved Girl Scout Vendors

Advantage Emblem advantageemblem.com 800-626-4948	Hallmark Emblems, Inc. hallmarkemblems.com 813-223-5427
Geri's Screen Printing, LLC gogeri.com 909-884-9159	Joycrest, Inc. joycrest.com 1-909-947-0377
Mr. D's Tees, LLC mrdstees.com 888-343-TEES

If you are planning an event or money earning project, please complete the Money Earning Application. A reminder that you cannot create Girl Scout branded items as a money earning project.

All use of the Girl Scout brand is subject to council approval.

Social Media and Websites toggle arrow

Follow Us

Please follow Girl Scouts Dakota Horizons on Facebook, Facebook Girl Scouts Dakota Horizons Member Connected Group, Instagram, Twitter, YouTube, and LinkedIn.
Encourage your friends and other Girl Scouts (age 13 or older with parent permission) and volunteers to do so, as well.
Like and share our posts.

Represent Well

Model good online behavior for the girls. Be professional and appropriate.
Do not write anything that would reflect badly on our organization or embarrass our members or volunteers.
Do not engage in online arguments.
Proofread your posts.

Be Sensitive About Privacy

Use girls' first names only. Never post phone numbers, addresses, or email addresses.
Get photo permission before posting pictures of girls.
Know the privacy settings of your accounts.
Do not violate copyright laws. Do not use any images without permission.

Bring any concerns to the attention of marcomm@gsdakotahorizons.org.

Talking to the Media toggle arrow

There are several scenarios in which you might have the opportunity to represent Girl Scouts to the media. You might:

Write an article for a community newspaper.
Be approached at an event.
Receive a request to be interviewed by a TV, radio, or print journalist.

Interested in being the face of Girl Scouts Dakota Horizons in the media? Check out our Girl Media Team.

Please reach out to our Director of Communications at marcomm@gsdakotahorizons.org for support or guidance, especially if any sensitive issues are involved.

Remember to check out the Language and Wording section above.

Council Finder

Brand is not just a logo—it is a complete design system that works together to create a distinctive look and feel.

Creating Branded Items