Girlguiding's new look
Girlguiding has refreshed its look - including introducing
a speech-bubble shaped logo - to reflect the charity’s commitment
to giving girls and young women a voice.
A group of girls, young women and adult volunteers were trained
to undertake research with Girlguiding members throughout the UK,
with hundreds invited to share their opinions of the existing
visuals in focus groups. A follow-up questionnaire was sent to the
entire membership and from this extensive research, themes, ideas
and eventually the final designs were developed. Girlguiding’s name
has also changed with the removal of UK to ensure the charity best
reflects every single geographic area in which it operates.
Fundraising and Marketing Manager Donna Holland, who led the
project, said: ‘It’s been an exciting journey and amazing to work
with the volunteers and girls to find out how they want Girlguiding
to look. The speech-bubble shape came about because they wanted the
visual identity of Girlguiding to say loud and clear that girls in
guiding have a voice. Research has shown that not everyone knows
Girlguiding – or Brownies or Rainbows - is a charity or that
its mission is to give girls their own space in which to grow and
explore. These elements informed all of the work we did and at each
stage we tested it with the girls and the volunteers to ensure it
was authentic to them.’
As well as refreshing the logo, Girlguiding has created a set of
materials to help local guiding groups increase their visual
presence in their communities.
Chief Guide Gill Slocombe said: ‘To gain support for the amazing
work of our 100,000 volunteers and to continue to grow, we need to
be able to communicate clearly and effectively what we do and why
we do it. The new materials we created empower our volunteers to
shout out about guiding and ensure girls everywhere are aware of
the opportunities available to them.’
new look and read some FAQs.