goodjob goodwill II

August 26, 2009

This has been saved in my drafts for a couple weeks. Sorry!

Before moving on to other intriguing logos and advertisements I decidegoodwillsmalld to explore the Goodwill Industries a little further.  James Harder, the Director of Communications for Morgan Memorial Goodwill Industries, was kind enough to leave a comment on my last blog post and he directed my attention to the fact that some Goodwill chapters aren’t using the exact same logo. As he mentioned, the San Francisco and New York chapters do sport different logos, but I decided to search for more.

I simply googled many popular cities and states followed by ‘goodwill’ to find different chapters; most sported the same “smiling g” discussed in the previous post. I did find one minor difference in one logo, and that was for the East Texas chapter.

goodwill east texas

Now if you look at the original logo above and to the right, this is practically the same. I like this simple change in the face however, less rounded, more hard angles; it still works. Another thing I like is the smaller eye, I didn’t have a problem with the original one until I saw this eye. The original appears very dilated to me now and that’s where my focus lies – which is not good.

What I do not like about the East Texas style is the font of “goodwill”, the letters seem to fat for their own good. Can’t see the holes in the o’s and to me makes it look very rough. The opaqueness of the logo is a turnoff as well. Looks to me like an unnecessary effect that does more damage than good. On a broader scope, I dislike the style of the banner text. The colors are fine, but I think the shadows are too much of a focal point. Almost like they tried too hard to make it “cool” looking, looks very amateurish.

goodwill new york

Above is the logo for the Greater New York and Northern New Jersey. It has a nice, childlike feel to it. Again, the first thing I see is the smiley face – not the g. Staring at the face long enough makes it look kind of creepy and peeping-tomish, but I won’t get into that. The whole theme is consistent with youth and childhood. The box has loose lines and the underlining of goodwill has a paintbrush style to it.

I like this for the message it conveys without saying anything. If the word goodwill were not present, you know by looking at it that the company does something with the youth.

goodwill san francisco

San Francisco’s is entirely different; SF decided to ditch the smiley for a new approach. Unfortunately this remind me of Google instantly. I see a big G, and the Goodwill font is similar to Google’s (the double o’s don’t help either). What I like about this is that I’m actually not sure what I see first, a large G or an upward pointing arrow. It’s amazing how just tilting the letter G and adding a little line turns it into something entirely different. The obvious idea thrown at us here is that Goodwill is a positive thing, doing good things, and moving upward. At least, that’s what an arrow pointing towards the sky says to me on the simple level.

While I like SF’s logo idea, I feel that the smiley face does the name of Goodwill more justice. The upward arrow seems like it would fit better in a more corporate setting. Not to say that Goodwill isn’t a large, recognizable company; I just think it belongs elsewhere.

All in all, still a great logo for all three.


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