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Each small donation people make to Goodwill can add up to make a big impact on the community. The new identity system of Goodwill introduces the power of “G,” which cohesively promotes its three departments–donation center, marketplaces, and job and training service while appealing to the public to take actions–“donate today,” “shop Goodwill,” or “build a career.”
Brand Strategy + Identity System + User Interface
Special Thanks > Fiona Blankenship
> Logo Anatomy
The logo of Goodwill is composed of its initials–a lowercase “g” surrounded by an uppercase “G,” which represents that each small donation people make to Goodwill can add up to make a big impact on the community. Also, the top half of the symbol represents “cover” and “protection” while the bottom half symbolizes the “smile.” The logotype is simple with rounded caps to convey friendliness.
Friendly
Humanitarian
Passionate
> Logo Reveal
> Applications
> Promotional Campaign
> Website
> Environmental Graphics
> Brand Guideline
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