Represent the Girl Scouts brand in a unified and consistent way! Please utilize the below guidelines and resources below to do just that. Feel free to reach out with questions, needs for additional resources, or feedback. You can contact your GSACPC Marcom Team at marcom@girlscoutsaz.org.
Brand Refresh
As shared in member gatherings and communications, Girl Scouts of the USA began developing a brand refresh several years ago in partnership with councils. The rollout of this multi-year phased transition began in late 2020 and was fully public-facing as of July 2021.
Girl Scouts is a vibrant, living, and constantly evolving community — and so is our brand. That’s why we want everyone to adopt and embrace this new vision. You can help us by leveraging all the guidance and resources on this web page.
- Detailed information and training are available to members on gsLearn. If you haven’t yet, we recommend first getting up-to-speed on the refreshed Girl Scouts brand by taking the Brand Refresh training in gsLearn. This will help you best utilize the information and resources on this page. If you need access to the training, please reach out to our Volunteer Learning Team.
- Brand Refresh FAQs
Marketing / Visual Branding
Logo Usage 
When making a flyer or other branded element that will be shared with the public, you are required to include the Girl Scout logo and obtain Council permission to use it.
Download and read through our Graphic Guidelines
.
Develop a mock-up of the piece for approval. A sample logo can be downloaded here.
Complete the One-Time Logo Usage Agreement
.
Upon approval (5-7 business days), you’ll receive the hi-res version of
the requested logo and can finalize, print, and distribute it as planned.
Brand Checklist
Use this quick checklist to make sure your flier, form, or other Girl Scout piece follows key Girl Scout brand guidelines and standards:
COLORS: All Girl Scouts materials should use three main colors: black, white and Girl Scouts Green. You can tell if it's Girl Scouts Green by the HEX number (#00b451), CMYK values (95/0/100/0), RGB values (0/180/81), or PMS number (354).
FULL NAME: Do not use Scouts alone – ensure all references to the organization and program use our full unique name, Girl Scouts. Before shortening our Council's name to GSACPC, use the full name the first time it is mentioned with the acronym in parentheses—Girl Scouts–Arizona Cactus-Pine Council (GSACPC). Also note the proper location and use of the en dash and regular dash within our name.
FONT: Please use Palatino for all Girl Scout branded materials.
PHOTOS: Use close-up photos on your materials. Focus on the action and ensure girls’ diverse personalities and experiences are depicted, with an array of emotions (avoid using only posed smile shots); and in active, strong, and adventurous ways as much as possible (avoid posed, standing still shots unless critical to the content).
CLIP ART: Avoid clip art whenever possible. Use photography or illustration instead, but do not “borrow” any licensed or copyrighted art.
LOGOS: Put the Girl Scouts–Arizona Cactus-Pine Servicemark (logo) on every external/public document/communication. Remember to review the graphic guidelines and get permission to use the Girl Scout logo first by completing the one-time logo usage agreement form for approval.
CO-BRANDING: Ensure any public-facing material you create is branded Girl Scouts only, or obtain special permission from marcom@girlscoutsaz.org to promote partnerships.
Image Safety Guidelines
Publicity / Telling Our Stories
Girl Scouts have many wow-worthy stories to share, and we want to tell them all in a way that helps us build community/public awareness and engagement with the overall Girl Scouts Movement. Please use these guidelines and resources for representing Girl Scouts – sharing your story with our Council, throughout your community, and with approved media.
Brand Voice & Editorial Guidelines
Electioneering Guidelines
Share Stories with GSACPC
Media Outreach
Council Outreach Efforts
GSUSA handles all national media outreach, and GSACPC staff reaches out to all TV, print, and radio outlets in our region. The GSACPC Marcom team works on securing positive coverage of Girl Scouting all year long. It executes strategic campaigns to support new member recruitment, the cookie program, high awards, and more. The only way this happens is by members like you sharing their stories and/or joining our GSACPC Media Ambassador Team!
- Share Your Story – via email or using the Share Your Stories with GSACPC form.
Media Ambassadors
The Media Ambassador program, organized by GSACPC’s Marcom team, is a group of Girl Scouts from all levels who represent the Girl Scout brand and GSACPC through various media opportunities. This year, our program has some additional elements to recognize girl participation and offer leadership opportunities for our more experienced Ambassadors.
Volunteer / Member Outreach Efforts
GSUSA handles all national media outreach. GSACPC Marcom staff reaches out to all TV, print, and radio outlets in our region and manages all Girl Scout brand-related media inquiries and crisis communications. Please always refer and reach out to marcom@girlscoutsaz.org regarding these media relations and communications.
Before taking your girl or troop story directly to the press or helping council-wide recruitment or other campaign efforts, please review our resources and guidelines, and then focus on your hyper-local neighborhood newspapers and radio shows broadcasting in your immediate area to avoid overlapping outreach. If you wish to contact or have been contacted by other media, please coordinate with marcom@girlscoutsaz.org to avoid causing confusion for our media friends or duplicating efforts.
Steps to Pitching a Story to the Media
Review Pitching to the Media & Best Practices.
Review the How to Use the Volunteer Press Kit.
Gather your story details, resources (ex: links, if any, examples), and photos or videos.
Explore the Local Media List spreadsheet of local media outlets to pitch the story to. Ensure your audience is hyper-local to your area or that you have appropriately collaborated with the Council’s Marcom team on pitches with a wider reach.
Pitch the media using best practices and the Story Pitch to Media – Email Template.
Let the GSACPC Marcom Staff know you’ve secured a media placement by sending an email with the details to marcom@girlscoutsaz.org. Let us know what you’ve secured, if you need additional help, and when the story is scheduled to run/print.
Submit the story to Council to share on GSACPC social media platforms, blogs, and GS Connections magazine.
GSACPC Press Kit
Reactive / Crisis Communications
If you are approached in the community or by media regarding sensitive topics or controversy, please remember to refer or loop in our GSACPC Marcom Team.
When asked about issues you are unaware of, keep in mind the following key steps:
- Please refer the inquiring party to girlscoutsaz.org/fortherecord or to Council Communications staff.
- Our priority is to let girls learn and have fun. Ask adults to keep adult conversations to themselves. For example, Approaching girls with salacious materials at a cookie sale is not acceptable, should be reported to Council and will be investigated.
- Safety is important. We don’t want members putting themselves in an untenable situation. This is especially true if a person becomes agitated in conversation – please remove yourself and the girls from the setting.
Take the time to learn about common rumors and prepare to effectively communicate in uncomfortable situations that most commonly arise during cookie season. There is also a handy flier for volunteers and parents/caregivers to review and keep on hand during cookie season.
Social Media
We look to our volunteers, members, and supporters to help GSACPC continually reach new people, and ask that you follow, like, share, and comment on our social media pages as much as possible. We hope to widen our reach and increase visibility through credible people who have Girl Scout knowledge and connections – like you!
- Start with our Social Media Guidelines, which include general social media best practices, a complete list of our pages and member-only groups, rules, and tips on how to be featured on our pages. We ask that our social media guidelines are reviewed and observed when representing and associating with Girl Scouts online.
- Connect with GSACPC social media channels:
- In addition to our main Council pages, GSACPC owns the following camp pages:
- Tag us and add our hashtags to your post: #GSACPC #GirlScoutsAZ #GSinaction
- Need to start with the basics? Use this guide to joining social platforms and performing key functions.
Marketing Campaign Resources
Press Kit
