We embarked on an exciting faux rebranding journey for Goodwill, a well-known nonprofit organization.
Our goal was to breathe new life into Goodwill’s identity, showcasing our design skills while preserving the brand's core mission of community support and sustainability.
We developed a fresh, modern logo that conveys warmth and trust, paired with a vibrant color palette to evoke positivity and hope. This project allowed us to demonstrate our expertise in creating impactful, cohesive branding that honors an organization’s legacy while positioning it for future success. The new Goodwill brand is a testament to our commitment to excellence and our ability to transform vision into reality.
See what a little good will do.
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See what a little good will do. 〰️
The Logo
For the Goodwill rebrand, we began by revisiting the iconic logo, originally designed in the 1960s. Our challenge was to modernize this beloved emblem while retaining its friendly and approachable character. We carefully refined the typography, giving it a contemporary edge without losing its familiar charm. The iconic smiling face, a symbol of Goodwill’s welcoming nature, was subtly updated for a more polished and versatile look. We introduced a fresh, vibrant color palette to infuse new energy into the logo while ensuring it remained recognizable and comforting. This thoughtful transformation honors Goodwill’s rich history and community-focused spirit, demonstrating our ability to blend heritage with innovation seamlessly.
Next, we thought about all the different uses that Goodwill has for their brand. Everything from store signage, employee apparel, the website—the branding all had to look cohesive across the board, while being flexible enough to work in whatever medium they needed. We took elements from the main logo, and crafted an abbreviated mark that could be used in smaller spaces (like stickers or letterhead), and had a nod to the original logo with the smiley face with the recycle symbol .
As we worked on the revamp of the Goodwill brand, we jumped into a total makeover that made us question what we thought we knew and dig into what truly makes this brand special. By throwing our preconceived ideas and associations out, we were able to give an alternative look at how they could position themselves in the marketplace.