Media and Brand Toolkit

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Logo/Servicemark Usage Guidelines (Please read before using the logo/servicemark)

The Girl Scouts of New Mexico Trails servicemark is the final form of our logo, with all its elements. It should not be reassembled or reproportioned. Only GSUSA can create servicemarks/lockups

Servicemark Size: To maintain the integrity of the forms and ensure strong brand presence, the servicemark should never be used smaller than 50px for screens or 0.375 inches in print.

Servicemark Color: Whenever possible, the text should be black, and the Girl Scout Trefoil should be kept green. If placed on a green background, the Trefoil should reverse to white, and all text should remain black. One-color marks are a last resort, to be used only when budgets allow.

Members should always use the servicemark that includes the council's name.

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.

Check out our brand checklist (below).
Develop a mock-up of the piece for approval.
Email to [email protected] for approval.
Upon approval, you’ll receive the hi-res version of the requested logo(s) and can finalize, print, and distribute as planned.

Brand Checklist toggle arrow

Use this quick checklist to make sure your flyer, form, or other Girl Scout piece follows key Girl Scout brand guidelines and standards:

Colors: All Girl Scout materials should use three main colors: black, white, and Girl Scout green. You can tell if it's Girl Scout green by the HEX number (#00b451), RGB number (R0 G180 B81), 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 GSNMT, use the full name the first time it is mentioned with the acronym in parentheses—Girl Scouts of New Mexico Trails (GSNMT).

Font: Please use Georgia for all Girl Scout branded materials.

Photos: Use close-up photos on your materials and stay away from Clip Art or copyrighted images. Focus on the action and ensure girls are depicted in strong, active, and adventurous ways.

Council Servicemark (Logo): Put the Girl Scouts of New Mexico Trails Servicemark on every external/public document/communication. The servicemark can be centered anywhere along the middle of a composition, placed against the left, right, top, or bottom margins, or placed within shapes as long as clear space is adhered to.

A minimum clear space of one Trefoil is required between a Council Servicemark and any other element on a page. When aligned with the margin of a composition, the margin can be smaller than the designated clear space as long as the servicemark does not touch the edge of a composition.

The minimum size for Council Servicemarks is defined by the height of “Girl Scouts” plus the Trefoil, which should never be under 36px digitally or 0.375 inches in print.

Contact [email protected] with a mock-up of your flyer or other material and you will be sent the logo upon approval.

Notice of Photography toggle arrow

Photographs and/or videos may be taken by staff. The Girl Scouts of New Mexico Trails assumes permission to use images in promotional publications, on its website, in local newspapers, in videos, and/or awareness publications, unless prior written notification rescinding this authority is given by the attendee.

No compensation will be provided to the subjects of the images, photos, and/or videos. The ownership of images, photos, and/or videos are retained by The Girl Scouts of New Mexico Trails. Photos may be shared in electronic, social, and print medias.

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Every member of the organization has the responsibility to uphold the image and reputation of the Girl Scout brand. When using online communications, it is important to think about the content you are posting, the privacy settings on your account and the people, businesses and organizations that you friend or follow. You are responsible for what you write and say online about Girl Scouts, even if it is on your personal social media account.

Social Media Bullying or Other Incidents

If any Girl Scout member’s actions on social media—as with any other kind of actions taken as a Girl Scout—do not support the Girl Scout Promise and Law, we do reserve the right to take corrective action. If you have any concerns at all—about a specific post, person, or conversation—please contact your regional manager immediately. We are here to help make sure that all Girl Scouts can have a safe and supportive online environment!

Branding

Girl Scouts is a well-loved, iconic brand. Girl Scouts of the USA has developed a visual brand language that conveys the Girl Scout Movement as it exists today and that speaks to our core audience— girls. Just as when designing print collateral for Girl Scouts, brand guidelines must be followed online.

In addition, do not violate copyright laws by using designs, text from magazines or books, poetry, music, lyrics, videos, graphics or trademarked symbols without specific permission from the copyright or trademark holder. This includes Girl Scout images and graphics, such as the Trefoil, which must be used in accordance with guidelines from GSUSA.

For questions about branding guidelines, please contact [email protected].

Media Requests

GSUSA handles all national media outreach. GSNMT 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 [email protected] regarding these media relations and communications.

If you wish to contact or have been contacted by other media, please coordinate with [email protected] to avoid causing confusion for our media friends or duplicating efforts.

Trefoil

About the Trefoil

The Trefoil is the simplest and most potent expression of our brand. It can be used when communicating with both internal and external audiences. It may be used alone for communications where the Girl Scout brand has already been established through prominent copy or other clear context. Otherwise, it should be used in combination with our council servicemarks.

Trefoil Usage Guidelines (Please read before using the Trefoil)

The Trefoil will play the most important role as the primary logo for Girl Scouts. It is the single visual element that has been with Girl Scouts throughout our entire history. While its form has varied over the years, the essence of its shape has remained the same.

Trefoil Minimum Size: To maintain the integrity of the shape, the Trefoil should never be used smaller than 30px digitally or 0.125 inches in print

Trefoil Color: The Trefoil can be used in white, Girl Scout green, and black.

Trefoil Don’ts:

Because the Trefoil is so recognizable and important to our brand identity, there are many “don’ts” to pay attention to. Elevating our treatment of the trefoil will ensure it achieves iconic status

Download the Trefoil

Right click to save to use for your flyers or other marketing materials.

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Legacy Marks toggle arrow

Our legacy marks communicate our heritage’s enduring power. Use these marks exclusively for:

Communicating about Girl Scout history or historical events
Celebrating anniversaries or other time-related milestones
Creating merchandise for alums and other adults that evokes a sense of nostalgia