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Goodwill Rebrand
For this project, two other designers and I were tasked with refreshing an existing brand. We chose Goodwill Industries and focused on simplifying the brand through a cohesive color palette, refined typography, and a clean new logo.
Creating the logo was challenging. After several rejected designs, we continued to return to the drawing board before finalizing the logo I created. From there, we built a complete brand identity that brought a fresh, modern feel to Goodwill while embracing its retro and thrifty vibe.
CURRENT BRANDING
THE PROCEsS
As we reviewed Goodwill's current branding, we felt the color palette was too broad and the typography felt outdated.
Our goal was to maintain the recognizable blue tones while simplifying the palette and introducing more modern, cohesive typefaces to give the brand a fresh, updated feel with a new meaningful and recognizable logo.
NEW BRANDING
LOGO
Represents Goodwill's people centered business model.
Infinity loop represents the continuous cycle of reuse and its ongoing community impact.
APPLICATIONS
CONCLUSION
This project is one of my favorite outcomes because of the work it took to achieve it. Rebranding Goodwill proved more challenging than expected, but through collaboration and persistence, our team created a clean, professional design. As the logo designer, I naturally stepped into a leadership role, helping guide the ideation and development of the brands new identity.
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