Girlguiding carries out largest ever rebrand to 'challenge outdated perceptions'

Girlguiding has launched the largest rebrand in its 113-year history as it looks to take on “outdated perceptions” of the charity and after its new branding receiving the backing of parents, children and volunteers.

More than eight of then (83%) of volunteers backed the new branding, as did three quarters of parent and children. In addition, half of girls in the charity’s younger children in its Rainbow and Brownies groups said that the new imagery would have made them more likely to join.

The rebrand has been carried out by agencies Landor & Fitch, and Seven Communications and has been in development since 2018, said Girlguiding.

The charity said it “recognised an opportunity to refresh its brand to bring it in line with its newly overhauled programme of badges and activities, and core goals".

This Includes Increasing Its "appeal amongst girls in the UK, to attract new volunteers, brand partnerships and investment, and to present as a modern and dynamic youth organisation that equips girls for the future and gives them a safe space".

The charity's director of communications, marketing and fundraising Amanda Azeez said: " To enable us to continue in our mission and reach even more girls and volunteers, we needed to look at how we’ve evolved over this time and address outdated perceptions holding us back."

Girlguiding has several sections, for each age bracket, including Brownies, Guides, Rainbows and Rangers, however, only the Brownies had strong awareness, among eight out of ten people. In contrast only a third new about the Rangers. It Is hoped the rebrand will raise awareness of the range of groups.

As part of the rebrand, Girlguiding’s logo has been refreshed and a new colour palette has been used for each section that retains their history, which sees the Brownies yellow and brown scheme retained.

The new suite of icons for each section has been developed "to enhance storytelling and encourage girls to build upon their curiosity and express themselves throughout their Girlguiding journey", added the charity.

Discrimination scandal

The rebrand also takes place two years after an investigation by Girlguiding found that the charity was blighted by racism and discrimination. This found that children aged between 14 and 18 in the rangers’ section “stated reoccurring instances of racism, Islamophobia, homo/bi/transphobia and ableism against girls by leaders and other girls”.

Volunteers and rangers also said “there is a lack of understanding when it comes to accessibility needs and how best to support disabled rangers”.

The charity said at the time “to move forward, we need to collectively and individually acknowledge that we've not yet lived up to our values of inclusion. We’re sorry that we’ve not done enough sooner".

This week Girlguiding is staging a neuro diversity celebration week. This includes showcasing how the charity is supporting girls on the autistic spectrum.

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