Over 110 years of change
Ahead of next year’s brand refresh, we’re looking back to see just how far we’ve come…
Illustrations by Lisa Edwards, Girlguiding Cymru
We have a lot of guiding history enthusiasts, both staff and volunteers, who’ve done lots of research, but with 112 years to go through there might be things we’ve missed! If anything doesn’t look quite right, or if you have a question, send an email to yourvoice@girlguiding.org.uk to let us know.
In June, we wrote to all volunteers to let you know that we’re going to be refreshing our brand next year.
This decision was the result of two years’ worth of research with parents, girls and volunteers, where it became clear that we needed to do a better job of telling the story of what Girlguiding does. Members told us we look and feel a bit outdated, and that’s getting in the way of our growth. A stronger brand will help us not only to survive, but to thrive – allowing us to recruit more volunteers at local and national levels. And it will help us be seen as more appealing to girls and parents of all backgrounds.
We can’t wait to show you what we’ve been working on in early 2023. There’ll be new brand templates, guidelines, and logos for you to use. There’ll be new colours, and every section will have a new look and fresh messaging, so that we feel more like a family.
Not everything will change right away. It’s the beginning of a two-year process, where we’ll make branding updates gradually. And uniform won’t be changing until 2026.
We’re really excited for what’s next. But this isn’t the first time Girlguiding has changed its look and feel over the years – far from it. A look back at our history shows that we’ve always been an organisation that changes and adapts with the times…
1910s – the beginning
Our organisation was founded in 1910, by Robert and Agnes Baden Powell and was originally called The Girl Guides Association. The brother and sister duo wanted it to be a place where girls could do everything that boys already did in the Scout Association, which was set up in 1907. Girls had been involved too, but they wanted their own space.
The first guiding uniform was a way of providing girls with their own identity. It featured a dark blue blouse, skirt and hat with a brown belt and a staff that could be used for hiking.
We didn’t have all the sections we know today from the very beginning. Girls could join Guides from around the age of 11, but increasingly there was a demand from younger girls who wanted to join in too. The activities Guides did were deemed as too physically demanding for younger girls, so in 1914 a separate section was set up just for them, called Rosebuds.
The girls liked their badges and activities, but they didn’t like the name. They were asked for suggestions and the name ‘Brownies’ was chosen in 1915, based on the popular story ‘The Brownies’ by Juliana Horatia Ewing.
By 1917, there were many girls reaching the age of 16-17 who had completed the badges and awards offered by Guides, but they didn’t want to leave! So Senior Guide groups were formed.
Rosebud uniform
1920s
The next decade saw still more change. Now that the Brownies section had been renamed, a new uniform was created.
The new uniform featured a brown tunic with pockets and a belt, plus a brown hat.
In 1920, the name Senior Guides was changed to Rangers, better reflecting the desire and ability for this section to range further and explore wider than the younger sections could.
Brownie uniform
1920s
The next decade saw still more change. Now that the Brownies section had been renamed, a new uniform was created.
The new uniform featured a a brown tunic with pockets and a belt, plus a brown hat.
In 1920, the name Senior Guides was changed to Rangers, better reflecting the desire and ability for this section to range further and explore wider than the younger sections could.
Rosebud uniform
Brownie uniform
1930s-40s
Of course, the war had an impact on Girlguiding too, especially for older girls.
In 1941, at the government’s request, the age range for Rangers was lowered from 16 to 14 so more girls could get Ranger training before their turn came to be conscripted for war work in the forces, in factories, or in farming and forestry.
The Home Emergency Service scheme was introduced in 1940. A Ranger would complete the scheme during their first year of membership before focusing on their Land Ranger or Sea Ranger specialism. This was a test that involved learning major emergency first aid, how to deal with incendiary bombs, blitz cooking and other relevant skills for the home front.
By the 1950’s there were 3 clear distinct Ranger groups: Sea Rangers – who focused on boating and nautical activities, Air Rangers – started in 1945, and focusing on aeronautical activities, and the original Rangers, now called Land Rangers, to distinguish them from the other two groups.
1950s
After the war, lots of units started to grow – and with more housing estates being built across the country, there was more demand for units in new areas. The uniform changed again in this time, with Guides and Brownies wearing berets instead of cotton hats, and Brownies switching out their brown ties for yellow ones. The iconic yellow and brown Brownie colour combination was here to stay!
1960s-70s
While Brownie uniforms stayed the same during the 60s, the Guide uniform changed a bit more, and a new overshirt with ¾-length sleeves was added. Rangers also changed during this decade, as the Land, Air and Sea Rangers were merged into one section, who eventually became known as the Ranger Guides.
This was also a time to reflect on the core programme. It had now been around for 50 years, and the organisation realised that having the same tests for everyone wasn’t very fair or realistic.
By the 70s, the new programme changes were in place. It was based around Eight Points – different themes which varied by section. Girls completed activities under these Points to gain their badges, which were again different for each section.
1980s
One of the biggest changes to guiding was the introduction of a whole new section. Bunnies! This section for girls aged 4-7 was originally started in Northern Ireland.
They had a Bunny badge and worked for ‘Bunny Bobs’ – different coloured round badges which could be sewn onto the back of their white and grey necker, worn with their school uniform.
Following the success of the Bunnies in Northern Ireland, pilot groups were trialled throughout the UK between 1985-87. There was no formal structure, name, programme or uniform, so groups made up their own.
Finally in 1987, a brand-new section was launched, which tried to solve the debate over names and colours – Rainbows! Their uniform was a coloured tabard worn over their day clothes and they had a triangular cloth promise badge. Tabard colours were red, green, yellow and blue, with orange and purple being added later.
Jeff Banks uniform
1990s-2000s
This was a period of big change for the uniform. In the 90s, designer Jeff Banks created a mix and match range for Brownies, Guides and Rangers to allow girls more choice and flexibility. The range included sweatshirts, hoodies, t-shirts, blouses, jogging bottoms and culottes. Rainbows didn’t get a new uniform, as they were still so new as a section.
Then in the 00s, designer Ally Capellino developed the design a little more across the sections. Guides were now in navy blue sweatshirts and t-shirts with a red trim. Brownie uniform was also changed to the one we know today, with a yellow t-shirt, and brown hoodie and trousers or leggings. Rainbows also finally got their own uniform, introducing the red tracksuit with pale blue trim.
Rangers had a big change too – they were renamed! They were now called The Senior Section, which was expanded to include all members aged between 14 and 26.
This decade also marked quite a big change to our name. In 2002, we became Girlguiding UK, having changed to The Guide Association in 1994. It was a change made to show that we’re an organisation that puts girls first, and that’s continued up to now, as we became Girlguiding in 2012.
Ally Capellino uniform
2010s
By this time, the programme had evolved to the point where it looked quite different for each section. It was time for another overhaul, to make girls’ experiences more consistent no matter how old they were. In 2018, the current programme was introduced. The Senior Section was renamed again – it changed back to Rangers, and topped out at age 18. Young leaders now had their own distinct uniform too. For Rangers, it was the first time they could earn interest badges at home since the 1940s, and for Rainbows, interest badges were completely new. This meant that all young members now have more choice over what activities and interests they want to pursue in guiding.
Guides also had a uniform change. In 2014, the uniform was updated to include the blue and red polo shirt and zip up hoodie still in use today, designed by art students at the Arts University Bournemouth.
All sections had their own Promise badges, which changed over time. Check out the Guide Promise badges through the ages.
And that brings us to the 2020s
We’ve come a long way since 1910. Since our first beginnings, we’ve understood how important it is to respond to the ever-changing needs of girls. We’ve had to change a lot – in fact there hasn’t been a single decade where Girlguiding’s brand, programme or sections haven’t evolved in some way. This next brand refresh is just the beginning of the next stage, starting with our launch in early 2023 and going on to make gradual changes to how we look and feel over the next few years.
All this change is possible thanks to support from players of People’s Postcode Lottery. Since 2014, Players have raised over £9 million to support a variety of transformational Girlguiding projects, awarded by Postcode Children Trust. The funds enable us to do more for girls and young women, and we’re so grateful for their ongoing support. It’s allowed us to fund the changes we need to make without taking money from other parts of Girlguiding that support your everyday activities. Your subs still go towards the day-to-day running of Girlguiding.
Thank you for coming on the journey with us – we hope you’re as excited as we are to grow together, and see what the Girlguiding of the future looks like.
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