Branding 101

Training

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

In gsLearn (login through myGS), check out the Branding 101 course. You can access this training video at your convenience as an on-demand training resource that you can stop and start as many times as you’d like.

Thank you for your help implementing our brand—volunteers are essential to sharing this information.

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 of Southern Alabama, 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 of Southern Alabama 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 of Southern Alabama) 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 Director 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 communications@girlscoutssa.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 of Southern Alabama 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 800-239-6636 or customercare@girlscoutssa.org.

Questions about branding? Email our Marketing and Communications team at communications@girlscoutssa.org.

Language and Wording toggle arrow

Referencing Girl Scouts: The words "Scout", "Scouts" and "scouting" should never appear without the modifier "Girl", and each word should be capitalized.

Abbreviating Girl Scouts of Southern Alabama: Use the acronym GSSA only after first referencing the full title Girl Scouts of Southern Alabama and identifying the acronym in parentheses. [EX: The headquarters for Girl Scouts of Southern Alabama (GSSA) is in Montgomery, AL.]

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 of Southern Alabama	Girl Scouts of the Deep South Girl Scouts of South Central Alabama
Girl Scout Troop 1234	Troop 1234
Girl Scouts of Southern Alabama Service Unit 804	804 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

Color and Fonts toggle arrow

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 of Southern Alabama name, logo, and/or trefoil in any form, you'll need to get your design approved by council by submitting the material to the GSSA Marketing and Communications team. email: customercare@girlscoutssa.org

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 communications@girlscoutssa.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 of Southern Alabama 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.

Photography and Other Graphics toggle arrow

Photography

Our approach to photography is focused on capturing real and authentic moments and places they experience as Girl Scouts and as members. Our photography should always embody who Girl Scouts are and what they do.

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 of Southern Alabama 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.

T-shirts, Patches, and Branded Items toggle arrow

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

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 of Southern Alabama.

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.

Email customercare@girlscoutssa.org with questions

Social Media and Websites toggle arrow

Follow Us

Please follow Girl Scouts of Southern Alabama on Facebook, GSSA Volunteers Facebook Group, and Instagram.
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 customercare@girlscoutssa.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 of Southern Alabama in the media? Check out our Media Girls Team.

If you are contacted by any media sources, please reach out to our Director of Marketing and Communications at communications@girlscoutssa.org for support or guidance, especially if any sensitive issues are involved.

Remember to check out the Language and Wording section above.

Use of Artificial Intelligence (AI) toggle arrow

Use of Artificial Intelligence

Do not use AI-generated imagery for social media images, flyers, and other visual media, especially when depicting girls as illustrations.

Do not use AI-generated written content for social media and other copywriting for external audiences.

Visual Standards toggle arrow

Refer to the Graphic Guidelines (PDF) for a comprehensive guide to Girl Scout Brand Standards. If you encounter branding questions that require a more in-depth answer, please email our Marketing and Communications Department at customercare@girlscoutssa.org

Council Finder

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

Use of Artificial Intelligence