Goodwill速 San Antonio Graphic Style Guide
Contents
Brand Integrity
Goodwill Corporate Brand Architecture Logo Text Usage Correct Color Usage Correct Sizing Area of Isolation Logo Variations and Colors Incorrect Logo Manipulation Typeface Stationery Business Card Letterhead and Envelope Brochure Email Elements - Email Signature Telephone - Script for Voice Mail Presentations - PowerPoint Template “O” Object Messaging Goodwill Sub-Brands Good Careers Center Logo Variations and Colors Incorrect Logo Manipulation Good Choices Logo Variations and Colors Incorrect Logo Manipulation Contract Services Logo Variations and Colors Incorrect Logo Manipulation Temporary Services Logo Variations and Colors Incorrect Logo Manipulation Goodwill Retail Store Signage Color Palette Miscellaneous Store Signage Exterior Donation Signage Environmental Graphics Color Palette
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We communicate about Goodwill in all of our everyday communications both internally and externally. Whether we’re launching a campaign or simply putting a cover page on a proposal or fax, our name is sending a message. Each communication, whether it be a business card, email, or signage that carries Goodwill also carries with it a message about our reputation and influence within our community. We all play a vital role when sending these messages and without proper graphic standards, our identity can become compromised.
The utmost adherence to the graphic standards manual is appreciated and beneficial to every member. When properly used by all, this manual strengthens our public image and impacts everyone we serve.
This Graphic Style Guide is intended as a guideline relative to placement, size and application of the
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Goodwill corporate logo and its sub-brands. Particular typefaces, type weights, and typographic styles are also indicated.
For consistency of brand integrity, the application, placement, and color usage of the logo must be reviewed and approved by the Director of Marketing.
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Goodwill Corporate and Good Careers Academy Brand Architecture Goodwill Corporate
Goodwill Sub-Brands
When shown in conjunction, use as follows
(words only)
Horizontal Layout
GOOD CAREERS CENTER
GOOD CAREERS CENTER
CONTRACT SERVICES
CONTRACT SERVICES
GOOD CHOICES
GOOD CHOICES
The GCA logo and the Goodwill logo should not be used adjacent to one another in any materials without specific approval from the Director of Marketing. The exception to this is stationery, business cards, and Powerpoint Template, which must be printed as shown in this guide.
Good Careers Academy
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Goodwill Corporate Logo Logo
This portion of the guide gives strict instructions for correct usage of the logo for Goodwill and other influencing factors of our identity. It explains both written and pictorially the area of isolation (white space around the logo), correct and incorrect size, color usage and color specifications.
Primary Usage: Goodwill Industries The Goodwill logo should always look exactly as it is shown in this guide. It should never be altered, re-spaced or re-designed in any way, no matter how close a match, no other styles may be used. Throughout this guide, whenever we refer to the logo, we are referring to all logotypes with the Goodwill emblem. This system is set up to be somewhat flexible in application, within limitation. Custom applications of the logo will be reviewed on an individual basis and must be requested through the Director of Marketing. If used on social media sites, use the Goodwill logo, in the .jpg format.
Text Usage
The following word marks are protected and owned by Goodwill Industries International on behalf of its members, and are registered with the U.S. Patent and Trademark Office. GOODWILL® (International Classes 35, 41 and 42) GOODWILL INDUSTRIES® (International Classes 35 and 42) NOTE: When using the name Goodwill or Goodwill Industries—whether in a document or marketing collateral—you must display the registered trademark symbol ( ® ) upon the first use of the name. In a Word document (PC or Mac), the registration R may typically be inserted with a shortcut by typing (r).
Correct Color Usage
Full-Color Usage: When reproducing the logo as full-color, you must use exactly the colors specified. Any other logo or color usage not reflected in this manual is strictly prohibited without express written approval in advance by the Director of Marketing.
Unacceptable Color: It is unacceptable to use any other colors than those mentioned in this guide. If you have any questions or concerns about what colors to use, please contact the Director of Marketing.
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Goodwill Corporate Logo Correct Size
Absence of appropriate supporting visual elements (such as photography) does not warrant using the logo in an incorrectly placed or oversized way. The register symbol in the bottom right must also stay proportionate.
As a general guideline, on an 8.5” x 11" sheet, the logo can be no smaller than 0.6487” x 0.9” and no larger than 1.26” x 1.75”. Correct Size
Incorrect Size
Proportionate to 8.5” x 11” Paper
The Goodwill logo can never be sized to less than .25” wide in any application. Sizing the logo any smaller will jeopardize its legibility.
.25”
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Goodwill Corporate Logo Area of Isolation
An area of isolation is the unoccupied space surrounding the logo. The area of isolation around the logo on all sides should be proportionately equal to the height of the bottom bar. This area is represented by X. The area of isolation cannot have any text, slogans or other design elements within it.
The guidelines for the area of isolation must be followed in all logo uses.
= x
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Goodwill Corporate Logo Variations and Colors
Correct Logo Usage on Dark Background Reflex Blue C 100 | M 82 | Y 0 | K 2 R 0 | G 35 | B 149
Pantone Reflex Blue
Correct One-Color Logo Usage Can be used in Black or Pantone Reflex Blue
Black C 0 | M 0 | Y 0 | K 100 R0|G0|B0
Black
Correct Multiple Color Logo Usage
CMYK stands for the Cyan, Magenta, Yellow, and Black ink colors used in 4-color (process color) printing, where
RGB refers to Red, Green, and Blue. These are the colors used on computer screens and other digital displays. The colors are
Pantone Colors are a color matching system (Pantone Matching System or PMS) where inks are mixed into
all of the colors you see are made up of combinations of dots in these four colors.
made up of a combination of these three hues. In process color printing, these colors need to be converted to CMYK.
specific colors which are then printed in a color-matching swatch book. Some process colors are difficult to achieve through process printing, so using a pantone color ensures a consistent color match. 7
Goodwill Corporate Incorrect Logo Manipulation
Incorrect
Correct
Stretching
Changing Colors
Using a New Typeface goodwill
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Goodwill Corporate Typeface Futura
The “smiling G” type in the Goodwill logo is a custom illustrated typeface. It is not to be used or reproduced in any form other than the established Goodwill logo.
The only typeface used for body copy and headlines for Goodwill is Futura. Futura comes in many weights and cuts but primarily Futura Book should be used. Other weights such as Bold, Heavy, Light, and Condensed may be used with great discretion. Type selection other than Futura Book should be approved by the Director of Marketing. On a standard 8.5”x11” sheet the body copy and majority of text should be between 8 – 12 point font size. Subject headings should be between 14 – 16 points.
Futura Light Futura Book Futura Medium Futura Heavy Futura Bold Futura Medium Condensed
Aa Bb Aa Bb Aa Bb Aa Bb Aa Bb Aa Bb
Cc Cc Cc Cc Cc Cc
Headline Copy Body Copy lorem ipsum nonsequam rem et aute nos sa prem dolorepe voluptat. Oluptur si sim quam aut fuga. Ut vit et hit lam estisciur aditas sus comniendit as re non pores elendam rem necernam volorione nonsequi aut voluptur sequaessent. Bitatia sus ea voloris dolorest eos molendit iscilla dem rersped ut ilibus exerfererro mod essendisti reptas volecea tiuntiae consequ iatus, sam quuntur suntur sequi
Preferred typeface
Headline Futura Book 16pt Pantone Reflex Blue
Body copy Futura Book 9pt leading 14pts. Black
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Goodwill Corporate Stationery Business Card 65% Black
Pantone Reflex Blue
Black
Refer to page 7 for CMYK color definitions.
Goodwill Business Card 3.5” x 2” print on dull matte 100lb cover Colors: Pantone Reflex Blue + Black 65%, 100% Employee Names: must use Futura Book
Pantone Reflex Blue
Marla Jackson
Futura Book 11.5pt
President and Chief Executive Officer
mjackson@goodwillsa.org • goodwillsa.org P: 210.924.8581 • F: 210.294.3011 Goodwill Industries of San Antonio 406 W. Commerce • San Antonio, TX 78207-3102
Futura Book 9pt, leading 10.25 pt. black 65%
leading 12 pt
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Goodwill Corporate Stationery Letterhead and Envelope
Pantone Reflex Blue
65% Black
Black
Pantone Reflex Blue
Refer to page 7 for CMYK color definitions.
GOODWILL 406 W. Commerce San Antonio, TX 78207-3102
Futura Book 8.5pt, black 65%
GOODWILL HELPS CHANGE LIVES THROUGH THE POWER OF WORK. San Antonio | Seguin | New Braunfels | Laredo 406 W. Commerce • San Antonio, TX 78207-3102 • 800.483.9455 • goodwillsa.org
Futura Bold 10pt, black 65% Futura Book 10pt, black 65% Futura Book 8.5pt, black 65% 11
Goodwill Corporate Brochure Futura Light 34pt
Black 25%
Futura Book 11pt
Pantone 539
Pantone 543
C: 80 / M: 55 / Y: 27 / K: 6
Logo Colors
Pantone Reflex Blue
Black
Futura Light 34pt
Futura Book 11pt
Futura Book 17pt
C: 80 M: 55 Y: 27 K: 6
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Goodwill Corporate Brochure Futura Light 34pt
Futura Book 11pt
Futura Light 34pt
Pantone 543 35%
Futura Book 11pt
Pantone 539
Pantone 543
C: 80 / M: 55 / Y: 27 / K: 6
Logo Colors Pantone Reflex Blue
Black
Futura Book 16pt/37pt
Futura Book 25pt C: 80 M: 55 Y: 27 K: 6 Futura Book 11pt
Pantone 539
Black 25% 13
Goodwill Corporate Email Elements Email Signature Email Signature
The following is the designated email signature. No additional statements, logos (social media or other), or personal statements.
Name Title Goodwill San Antonio / Goodwill Contract Services / Good Careers Academy (As appropriate) Office: 210.XXX.XXXX Cell: 210.XXX.XXXX goodwillsa.org / goodcareersacademy.com (As appropriate)
Subject headings should be between 14 – 16 points.
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Goodwill Corporate Telephone Script for Voice Mail Voice Mail
The following is the designated voice mail message:
“Hello, you’ve reached the voicemail for (your name) at Goodwill San Antonio. I’m not able to take your call at the moment. Please leave me a message and I will return your call.”
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Goodwill Corporate Presentations PowerPoint Template PowerPoint
There are presentation versions for corporate as well as each Goodwill operating division. The following are examples of the various corporate formats:
Title Page
Text Page
Text/Photo Page
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Goodwill Corporate “O” Object Messaging C 38 | M 28 | Y 28 | K 5
The use of “Donate” or other words, such as “Shop” and “Jobs”, with an object used to replace the “o” have requirements for use.
Futura Medium C 38, M 28, Y 28, K 5 Title case (initial capital letter)
Refer to page 7 for Pantone and CMYK color definitions.
Keep type spacing consistent only allowing object to change. This is especially important when used in a series.
Materials using this messaging are meant to be used outside of the retail space in the form of exterior signage, banners, or outdoor boards. They use a warm gray CMYK mix, are in Futura Medium, title cased (initial capital letter), and always on a white background.
Any use of the “o” object messaging style requires approval by the Director of Marketing.
D nate Donate Here
Example of Donate type without “o” object.
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Goodwill Corporate Sub-Brands Good Careers Center Logo Variations and Colors
Correct Logo Usage on Dark Background
Correct One-Color Logo Usage
Reflex Blue C 100 | M 82 | Y 0 | K 2 R 0 | G 35 | B 149
Correct Grayscale Logo Usage
Gray C 0 | M 0 | Y 0 | K 83 R 0 | G 0 | B83
Correct Color Logo Usage
Refer to page 7 for Pantone color definitions.
Black C 0 | M 0 | Y 0 | K 100 R0|G0|B0
Pantone Reflex Blue
83% Black For grayscale version only
100% Black
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Goodwill Corporate Sub-Brands Good Careers Center Incorrect Logo Manipulation Incorrect
Correct
Stretching
Changing Colors
Using a New Typeface
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Goodwill Corporate Sub-Brands Good Choices Logo Variations and Colors
Correct Logo Usage on Dark Background
GOOD CHOICES
Correct One-Color Logo Usage
GOOD CHOICES
Correct Grayscale Logo Usage
Correct Color Logo Usage
Refer to page 7 for Pantone color definitions.
GOOD CHOICES
GOOD CHOICES
Reflex Blue C 100 | M 82 | Y 0 | K 2 R 0 | G 35 | B 149
Gray C 0 | M 0 | Y 0 | K 83 R 0 | G 0 | B83
Black C 0 | M 0 | Y 0 | K 100 R0|G0|B0
Pantone Reflex Blue
83% Black For grayscale version only
100% Black
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Goodwill Corporate Sub-Brands Good Choices Incorrect Logo Manipulation Incorrect
GOOD CHOICES
Stretching
Changing Colors
Using a New Typeface
Correct
GOOD CHOICES
GOOD CHOICES
GOOD CHOICES
GOOD CHOICES
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Goodwill Corporate Sub-Brands Contract Services Logo Variations and Colors
Correct Logo Usage on Dark Background
CONTRACT SERVICES
Correct One-Color Logo Usage
CONTRACT SERVICES
Correct Grayscale Logo Usage
Correct Color Logo Usage
Refer to page 7 for Pantone color definitions.
CONTRACT SERVICES
CONTRACT SERVICES
Reflex Blue C 100 | M 82 | Y 0 | K 2 R 0 | G 35 | B 149
Gray C 0 | M 0 | Y 0 | K 83 R 0 | G 0 | B83
Black C 0 | M 0 | Y 0 | K 100 R0|G0|B0
Pantone Reflex Blue
83% Black For grayscale version only
100% Black
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Goodwill Corporate Sub-Brands Contract Services Incorrect Logo Manipulation Incorrect
CONTRACT SERVICES
Stretching
Changing Colors
Using a New Typeface
Correct
CONTRACT SERVICES
CONTRACT SERVICES
CONTRACT SERVICES
CONTRACT SERVICES
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Goodwill Corporate Sub-Brands Temporary Services Logo Variations and Colors
Correct Logo Usage on Dark Background
TEMPORARY SERVICES
Correct One-Color Logo Usage
TEMPORARY SERVICES
Correct Grayscale Logo Usage
Correct Color Logo Usage
Refer to page 7 for Pantone color definitions.
TEMPORARY SERVICES
TEMPORARY SERVICES
Reflex Blue C 100 | M 82 | Y 0 | K 2 R 0 | G 35 | B 149
Gray C 0 | M 0 | Y 0 | K 83 R 0 | G 0 | B83
Black C 0 | M 0 | Y 0 | K 100 R0|G0|B0
Pantone Reflex Blue
83% Black For grayscale version only
100% Black
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Goodwill Corporate Sub-Brands Temporary Services Incorrect Logo Manipulation Incorrect
TEMPORARY SERVICES
Stretching
Changing Colors
Using a New Typeface
Correct
TEMPORARY SERVICES
TEMPORARY SERVICES
TEMPORARY SERVICES
TEMPORARY SERVICES
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Goodwill Retail Store Signage Color Palette
All graphic signage that is implemented throughout the store is reflex blue.
Reflex Blue C 100 | M 82 | Y 0 | K 2 R 0 | G 35 | B 149
Gray C 0 | M 0 | Y 0 | K 83 R 0 | G 0 | B83
Black C 0 | M 0 | Y 0 | K 100 R0|G0|B0
Refer to page 7 for Pantone color definitions.
Pantone Reflex Blue
83% Black For grayscale version only
100% Black
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Goodwill Retail Store Signage
It’s Only Fair Sign (example) 22” x 28”
Headline: Futura Bold (size may vary depending on amount of copy)
Body Copy: Futura Book (size may vary depending on amount of copy)
it’s only fair since our goods come from public donations, it’s only fair that every customer have equal opportunity to shop and purchase products! all store employees and volunteers are not permitted to shop or reserve merchandise at the store that they work from.
Because these signs are made at the same size but with differing amounts of copy, the type size may vary slightly. But the typefaces for headlines (Futura Bold) and body (Futura Bold) must remain the same. A good rule to go by for type proportions would be to make the headline to body copy size ratio approximately 5:2. The headline copy should remain all lowercase and have no punctuation for a more friendly feeling. The body copy will remain sentence cased with the exception of bullet points.
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Goodwill Retail Store Signage
Employees Only Sign 12” x 4”
Authorized Personnel Only Sign 12” x 4”
Futura Bold
Register Closed Signs 12” x 8”
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Goodwill Retail Store Signage Exterior Donation Signage
Thank You - Donation 24” x 36” Donate Directional 31” x 72” Headline: Futura Bold (size may vary depending on amount of copy)
Body Copy: Futura Book (size may vary depending on amount of copy)
Futura Bold
We Cannot Accept 24” x 36”
Headline: Futura Bold (size may vary depending on amount of copy)
Body Copy: Futura Book (size may vary depending on amount of copy)
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Goodwill Retail Environmental Graphics Color Palette
Entrance Thank You wall is typically painted Polo Blue.
Benjamin Moore, 967 Cloud White
Sherwin Williams, 6070 Heron Plume
Sherwin Williams, 6242 Bracing Blue
Sherwin Williams, 6079 Diverse Beige
Benjamin Moore, 2062.10 Polo Blue
Reflex Blue
When repainting stores, use Cloud White to cover existing white walls and trim.
* Specific paint color designations are used flexibly when necessary. 30