Girlguiding volunteers help all girls know they can do anything

On 8 March 2023 – International Women’s Day – Girlguiding proudly launched its refreshed brand.

More than three years in the making, our new look and feel is a chance to focus more on our core mission - to be here for all girls, enabling them to discover the best in themselves and make a positive difference in their community. And we’re wholeheartedly committed to our new brand purpose – helping all girls know that they can do anything.

Girlguiding’s updated look and feel places girls squarely at the centre of all that we do. We’re over 300,000 girls from 4 to 18 who come together to laugh, learn, explore and have adventures. And we’re over 70,000 volunteers, who make guiding happen by giving their time, talents, enthusiasm and care for girls. Every day at Rainbows, Brownies, Guides and Rangers, our programme of activities and badges fires girls’ imaginations through challenges and adventures for all personalities and abilities. At Girlguiding, we help all girls know that they can do anything.

We carried out lots of research with volunteers, as well as girls and parents, and the public. Together, we looked at how Girlguiding talks and looks, and asked current and potential young members and volunteers what they thought. Representation of voices from across our organisation have been key to the governance of this project. From our advocates and unit leaders through to our chief guide team and board of trustees, our updated look and feel has been a true team effort. Meanwhile, the design agency leading on the refresh chose past Girlguiding members to help form its project team. 

Our new look and feel is now much simpler to use. We’ve made it easy to talk about who we are, why we exist and what we offer. From Rainbows to Rangers, we now look more like a family. We want our brand to be as simple as possible for anyone in the organisation to work with, as they champion it in many different spaces.

Testing shows the new designs appeal more to volunteers, parents and girls alike when compared to the old branding. They are drawn to the bold and bright designs and colours. When asked to choose between the new and current designs, all audiences overwhelmingly preferred the new ones. And most importantly, the refreshed look and feel also shows effectiveness in encouraging people to join us.

We’ve been by girls’ sides for over a century – but we’re just getting started. Today, we’re squarely focused on what drives, challenges and excites girls here and now, and in the future. Girls are at the heart of all that we do. We’re excited to be moving forward together, into a future where all girls know that they can do anything.

Angela Salt OBE
Chief Executive, Girlguiding
9 March 2023