I’m In Logo Love: Goodwill Logo Design


Goodwill is a non-profit organization that provides job training, employment assistance, and other services to people who have disabilities, inadequate education or job experience, or those who are unable to find employment.

Background on Goodwill:

The organization’s history dates back to 1902. Goodwill has a network of several hundred independent community-based organizations providing support to nearly 2 million people in the U.S., Canada, and 14 other countries. (source: Wikipedia).

Why we think the Goodwill logo design is hot:

The logo design includes a lower case “g” above the goodwill name. The “g” is also a smiley face, which helps convey a feeling of happiness and relief. It’s a fun part of Goodwill’s brand identity.

The same lower case “g” also appears in the logotype. The designer, Joseph Selame, could have easily incorporated a full smiley face above the name, but instead chose to offset the image both to draw attention and also to create a graphic with a double-meaning.