GUIDES in the Malvern area have been given a radical 21st Century makeover as part of a rebranding exercise by their national governing body.

The Guiding Association will be known in future as Girlguiding UK, after consultants carried out intensive research to help the movement avoid common confusion with other guides, such as guide dogs or tourist guides.

The new image, launched on Monday (April 22), involves changes to the uniform and new programmes for Guides, Brownies and the younger Rainbows.

"It's been something that has been discussed very seriously over the past couple of years," said Delysia Barker, divisional commissioner for the Malvern district.

"It's really to clarify what our association is. Everyone recognises the term Girl Guides."

Mrs Barker said the image change was the latest in a list of recent alterations to Guiding.

"There has been a lot of modernisation of the programme over the past few years," she explained.

"The Guides have had a whole new programme and the Brownies will have a new programme at the end of the year."

Many of the activities and badges that girls can work for have been updated, such as the inclusion of DJ skills as part of the music badge.

"I would like to think that the public perceive it as an organisation that caters for the modern needs for the modern girl and gives them the challenge that they need," said Mrs Barker.

The Malvern district has 430 Guides who are assembled in 21 different units.

Guiding has been around since 1910, when the founder of the Scout movement, Robert Baden-Powell, was inundated with requests from girls to form an equivalent organisation for them. The scheme provides opportunities for girls and young women to make friends, be challenged, develop self-confidence and learn to work in a team.