“The Girl Scouts of the USA is the nation’s preeminent organization dedicated solely to girls. In 2010, the Girl Scouts revised its programming and advertising to better engage girls today. To support this shift, it approached Champions to reassess its identity. The original pointed trefoil was never fully abandoned by the Girl Scouts; it coexisted with the softened trefoil profile logo created by Saul Bass in 1978. For consistency, we needed to create one iconic shape that worked across the whole system, and, for meaning, we needed to infuse youth and power into the profiles.”