Girl Guides of Canada 100th Anniversary Logo by AmoebaCorp
AmoebaCorp set out to create a brand for Girl Guides of Canada that would celebrate the century-long tradition of building self esteem through positive experiences and stewardship without alienating an increasingly diverse group of young women. 



Client: Girl Guides of Canada

Creative Directors: Mikey Richardson RGD, Mike Kelar RGD and Adam MacLean



The amalgam logo focuses on the joy of guiding using a contemporary visual language that is culturally neutral and forward-looking enough to be compelling for a younger demographic. When attempting to meet the challenge of creating an appropriately-considered messaging strategy, many well-intentioned organizations resort to tokenism which can belie a message. Instead, Girl Guides of Canada opted for meaningful representation in all communications and an identity system rooted in a culturally-neutral vernacular.


Non-Profit Category 2012