The logo
Our Guides logo
The Guides logo is based on the guiding star. This shows the imaginative and supportive nature of Guides.
The symbol is integrated into the typography in the Guides logo. This has been carefully designed, so never adapt or change the artwork in any way.
Always place the logo on a Guides dark blue background..
Guides logo
Using it well
Give it space
Our logo should always be confident and proud.
Never overlap it with other graphics, text, photographs or illustrations.
The clear space area is based on the height and width of the lower case ‘d’ from our Guides typography across all edges.
How big should it be?
To make sure the logo is always easy to read, keep it to the minimum size or above.
Your localised logo
Making it local
How to do it
You can also add a local name or unit underneath our logo. There is a fixed size and position for the local name, shown here. Local names are set in Poppins SemiBold and can appear in 1 or 2 lines. To create a localised logo, visit our online design centre.
How big should it be?
To make sure the logo is always easy to read, keep it to the minimum size or above.
Our connector logo
Proud to be part of Girlguiding
We want everyone who sees our section logos to understand they're part of the Girlguiding family. So, we use the Girlguiding connector logos to show this relationship. This also helps people understand that the positive benefits of Girlguiding are shared across all the sections. Use our connector logos as you see here - never add a local name to the connector logos.
Using our connector logo
Sizing our connector logo
Connector logos in section colours should be a quarter of the width of the section logo. Use the width of the trefoil when sizing, not of the word Girlguiding. This makes it clear that the section is the main communicator. If this makes the connector logo smaller than the minimum size, use the trefoil only version of our connector logo. To make sure the connector logo is easy to read, keep it to the minimum size or above.
Placement
If possible, place the connector logo on the same vertical line as the section logo. Always leave space between them - at least the clear space of both logos combined. If you can't centrally align the logos, choose another position. For example, on something small like a purse, logos could go on the front and back. On badges, use the connector trefoil in the section colour - no need to include the section logo too.
Icons
Usage
We have a special set of icons for Guides which bring our section personality to life.
The icons reflect our colour palette and should be placed on backgrounds that are Guides blue or white. Only use the icons in the colours you see on this page.
We can also use repeated shapes and lines as extra patterns to support the icons.
Guides symbol
Guides icons
Guides patterns
Colours
The Guides colours are designed to attract attention and be bright, vibrant and exciting.
How to use them
When using our colours try to think about the balance between primary, secondary and accent colours. Make sure primary colours stand out more than secondary ones as it helps to make sure we're recognisable as Guides. Accent colours should support the secondary colours.
Choose your colours carefully - aim for good contrast and visibility, this is important for accessibility. Avoid using too many at once!
To keep our colours fun, bright and vibrant, we never use colour tints. This helps our visual brand stay consistent and strong.
To see colour specifications in PANTONE, RGB, HEX and CMYK simply click on any of the colour swatches.
If you'd like a printable version of the colour palette click the button below.
Typography
Our typefaces
We have 2 typefaces: Poppins and Zilla Slab.
Poppins is the primary typeface we use across all our communications. We chose Poppins because of its readability - it's clear and easy to read even at small sizes.
If you can't access Poppins, our substitute font is Century Gothic which has a similar feel and can be used in a range of weights. But where possible Poppins should always be used.
We also have a secondary typeface, Zilla Slab, which can be used for quotes and small pieces of copy - but never for body copy or headlines.
Poppins and Zilla Slab are free to download and use.
Typography
In action
Our typography is bold, legible and fun.
Use centered or ranged left text but not ranged right or justified - as these are difficult formats to navigate.
Be mindful of size and colour combinations so your copy is as bold and legible as it can be.
Put key information on a Guides dark blue background, with headers and sub headers in mid blue.
Make sure all body copy is Girlguiding dark blue. If there's lots of copy, put it on a white background to make it easier to read.
Have a clear structure in place - Regular is a good start for body copy, Bold and SemiBold for headings and sub headings. Hanging indents and numbered bullets help to organise and structure your narrative, making it easy to read and navigate. Ranged left typography is the most accessible for the reader.
Use Zilla Slab for quotes to highlight girl and volunteer voices.
Use accessible colour combinations and add excitement to your text by mixing up the weights for short phrases. But always make sure your text is clear and easy to read.
Are you being accessible?
We have different colour palettes for our sections - to reflect their different personalities. This means that each section brand is distinct and unique, but also that we have a lot of colours.
Consider your colour choices carefully, keeping your audience and accessibility in mind.
Here are some examples of good and bad colour contrasts from the Guides palette.
Good colour contrast
The examples below are good high contrasting colour combinations. You can be sure your message is going to get through.
Maybe reconsider!
The colour combinations below may look great with illustrations or flat graphics but shouldn't be used for typography - unless it's for purely decorative reasons.
This online colour contrast checker is really useful for checking your digital materials are accessible.
You may see the following terms:
- AAA is the highest standard with excellent accessibility and usability for all audiences. Use this standard as much as you can.
- AA has strong accessibility and usability for most audiences. This is the minimum standard you should aim for.
