What is the look?

Q. What is the new image?

A. The new image reflects our mission and our vision. Whilst being a Girl Guide or Girl Scout is all about the individual girl, together as members of the World Association we have a powerful global voice.

Our new image is strong, modern, dynamic and inspirational. It uses the trefoil logo with a line that describes who we are and what we do. The line is: "girls worldwide say …" which supports the World Association of Girl Guides and Girl Scout’s name and says what we do.

It gives the World Association, our regions and World Centres a platform to make statements about who we are and what we stand for. It gives each region and World Centre its own identity and it will allow you to communicate what is unique to your region by adding your own messages.

Q. What does a new ‘image’ mean for the World Association?

A. A new ‘image’ means a new look; a new identity to give us instant recognition and raise our profile. Feedback tells us we have to change and improve our image; we have to raise our profile in society. The new image is reflected in our plans for the strategic vision.

Q. What does ‘reposition’ mean for the World Association?

A. Reposition means “to change the marketing strategy of an organization so as to have a wider or different appeal”. The World Association needs to update its image to change the way the world sees the organization. We need to make those changes to give us a stronger association that will appeal to more people. This goes further than just changing the way we look. The strategic direction of the World Association will help to position ourselves as the global voice of girls and young women. It will help us carry out our vision.

Q. Have the logo or the name changed?

A. We are still called “The World Association of Girl Guides and Girl Scouts”. Our emblem is still the trefoil. A different colour is linked to each region and to each World Centre. You can see this in ’The Guidelines for our New Look’.

Q. Do we have to use the new image?

A. The World Association, the regions and the World Centres will use the new image in all their work.
We have made suggestions in ’The Style Guidelines’ about where Member Organizations might use the new line to support what you are doing. When the line is used, it must be according to ’The Style Guidelines’. Member Organizations will be able to adapt the line for your own work and add your name.

Q. When will the new image come into use?

A. The new image will be in use from June 2005.