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Brand Identity Redesign

Goodwill is a non-profit organization founded in 1902. Goodwill meets the needs of all job seekers, including programs for youth, seniors, veterans, and people with disabilities, criminal backgrounds, and other specialized needs. In 2017, Goodwill helped more than 288,000 people train for careers in industries such as banking, IT, and health care, to name a few — and get the supporting services they needed to be successful — such as English language training, additional education, or access to transportation and child care.


Brand Identity






SCAD Project



Goal 1: Create a new modern and warmer identity

The current 50-year-old logo, the half-face of “Smiling G”, is too simple and shallow to fully capture the deeper meaning behind Goodwill’s history. A new warmer contemporary logo would not only convey Goodwill’s purpose but also attract various customer demographics.

Goal 2: Break public misconceptions about Goodwill

Much of the time, the public views Goodwill as just a place to buy old clothing at a cheap price. A new logo could bring light to the depth of meaning that Goodwill’s services bring to the world. A new logo would tell “stories” rather than symbolize just another retail store.

Goal 3: Reemphasize Goodwill’s philosophy “Not Charity, but a Chance”

Highlight its presence as a non-profit organization within the retail industry while illustrating what “goodwill” means through other distinctive graphics than an ambiguous “Smiling G”

Other Project

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