Girlguiding has rebranded and dropped the word ‘UK’ from its name.
The charity will use a speech bubble-shaped logo, designed to reflect its mission to give girls and young women a voice.
The rebrand, which is being launched today, includes a set of promotional materials for local guiding groups.
The UK reference was dropped, says Girlguiding, to "future-proof" the charity and for political and financial reasons, because it works in Northern Ireland, Scotland, the crown dependencies and overseas territories.
Guides and adult volunteers used focus groups to ask members about the charity’s visual identity.
Donna Holland, the charity’s fundraising and marketing manager, who led the project, said involving members and volunteers, and updating the website as part of pre-planned work, helped to keep costs down. The two-year project cost less than £70,000.
"The speech bubble shape came about because members and volunteers said they wanted the visual identity of Girlguiding to say loud and clear that girls in guiding have a voice," she said.
After its successful centenary celebrations in 2010, said Holland, the charity’s trustees wanted to keep up the momentum by reviewing perceptions of the organisation.
"It’s been an exciting journey and amazing to work with the volunteers and girls to find out how they want Girlguiding to look," she said.
"Research has shown that not everyone knows that Girlguiding – or Brownies, or Rainbows – is a charity or that its mission is to give girls their own space in which to grow and explore. These elements informed all the work we did – at each stage we tested it with the girls and the volunteers to ensure it was authentic to them."Guide uniforms are not changing as part of the rebrand.