Secrets Hidden in Plain Sight:Discover What You've Been Missing

8. Goodwill Logon

Advertisement

Most individuals who have bought second-hand goods or given them know the half-face on the Goodwill logo, but not everyone can understand the symbolism in this. Millions of people all over the United States and beyond now identify the unique smiling face of the Goodwill logo as their iconic emblem. As the book notes, "most people who have donated or bought second-hand goods know the smiling half-face on the Goodwill logo is familiar to them." This general awareness is evidence of the organization's major presence in local communities and its part in encouraging philanthropy and reasonably priced shopping alternatives. But as the text continues to show, this logo is more than first glance. "Not everyone can recognize the symbolism in this," the book notes, suggesting a deft design feature many would ignore. "The fact that the 'G' in Goodwill is the same smiling half-face on the logo but with a different color background explains this hidden aspect," says Goodwill. A great example of careful graphic design is this subdued integration of the emblem into the name of the company. The designers have visually connected the name of the company with its symbolic meaning by including the happy face in the letter "G." This link strengthens the brand identity and produces a coherent visual language for every Goodwill branding tool. One potent representation is the smiling face itself. Smiles are universally connected with positivity, happiness, and warmth—all traits Goodwill strives to reflect and encourage through its activities. Also important is the logo's use of just half of a face. It can be taken as implying openness and inclusiveness, thereby implying that Goodwill is a company that embraces all. The unfinished character of the face could also be regarded as a call to viewers to finish the picture, therefore reflecting how goodwill depends on community involvement to carry out its goals. The last comment in the book, "Hiding the logo among the text is a clever way of proving that the message is not always in the image," emphasizes the layered character of successful logo design. Although the stand-alone happy face emblem is striking and identifiable, including this symbol inside the text provides another level of meaning and involvement. Combining mark or integrated lettermark, is a method of logo design whereby components of the graphical logo are included in the written representation of the brand name. Many great companies employ this approach to establish a strong, unified visual identity. In Goodwill's instance, this integration is especially successful as it's subtle enough that many viewers would not notice it at first, therefore generating a sense of discovery when they do. From a branding standpoint, this logo design fulfills several functions. First of all, it gives a company that mostly depends on public knowledge and involvement a strong visual identity that is immediately identifiable. From storefront signs to donation receipts, the simplicity of the happy face makes it simple to copy over several mediums. Second, the logo's secret feature—the "G," which doubles as the smiling face—adds a level of mystery and interaction. People's connection and respect for the brand's simplicity may grow when they observe this minute element. This kind of favorable link can boost brand loyalty and support word-of-mouth advertising. Furthermore, the dual character of the logo—as both an incorporated component of the text and a stand-alone emblem—allows branding applications some freedom. To maintain a consistent brand identity, the company might utilize the simpler happy face in some situations and the whole text logo in others. The Goodwill emblem also fits really nicely with the goals and ideals of the company. Goodwill gives second chances to goods and people since it is known for appreciating what others would ignore. In the same vein, their logo honors people who examine it closely and exposes an extra layer of design that can be overlooked at first glance. From a more general standpoint, this logo design best illustrates the simplicity of branding. Goodwill has produced a recognizable, pleasant logo with just a few basic lines representing a smile and an eye. The simplicity of the design also makes it quite flexible, enabling it to be readily identified even in monochromatic reproduction at small proportions. Finally, the Goodwill logo is a really good illustration of careful, layered design in branding. The designers have produced a logo that is instantly identifiable and pleasing to closer scrutiny by combining the graphical element of the happy face into the textual portrayal of the name of the company. Goodwill's brand identification is enhanced by this deft use of visual components, which also embodies the company's ideals of discovering hidden worth and advancing optimism. The logo reminds us that good design communication goes beyond what it first seems to be and motivates us to examine more closely and find the subdued messages buried in plain sight.