Morioka, Fong, Millman, Miller, Anderson Create Posters
For over one hundred years, the Girl Scouts has played an active role in the cultural milestones of American history and sought to promote female leadership. With over 112 independent councils designing communications, the design approach needed a cohesive point of view. Thus, the organization invited COLLINS to work with them to craft just that. Beginning in 2019, the team sought to clarify the brand as a vital and hopeful cultural force.
The councils needed tools that would provide coherence across the country and offer flexibility to support their different communities. COLLINS was inspired by the visuality and history of Girl Scout patches and badges – artifacts of achievement that girls wear to tell their own story, their goals, accomplishments, interests, identities – translating these objects into bold, geometric forms that could be used as building blocks for design and interactivity.
The system grants a common language to all communications and is flexible enough to support any application, whether it be a presentation template or a vibrant campaign. COLLINS also worked with the Girl Scouts creative team and Positype to commission a distinct custom typeface.
The Girl Scouts movement has been represented by the Trefoil since its inception. It has seen many iterations, but is now simplified in the hopes that it communicates its “iconic essence.” While the symbol is rooted in green, it can now selectively expand beyond green-only applications so the mission can come to life in multicolor.
To that end, COLLINS invited a diverse group of women artists and designers to create a series of posters that express their experience of Girl Scouts. The series includes new talent like Cyra Cupid (RISD, 2021) and Jingqi Fan (Washington University, 2020) as well as, AIGA Medalists Gail Anderson, Karin Fong, Debbie Millman, Noreen Morioka and Cheryl Miller (whose work as a designer began as a Girl Scout), among others.