GOODWILL SAN ANTONIO
Brand Guidelines
Version 5.0
November 2024
BRAND 1
THE POWER OF A CONSISTENT, UNIFIED BRAND
A brand is more than a name, logo, or symbol–it’s the essence of who we are and how we’re perceived by the communities we serve.
When people think of Goodwill San Antonio, they should see us as compassionate, trustworthy, and transparent—an organization who understands and meets the community’s needs.
A consistent, unified brand is vital. It ensures each interaction with Goodwill San Antonio leaves a lasting and authentic impression.
This guide sets the standards for who we are, as a brand. By following these guidelines, we build a brand that upholds our commitment to serve with consistency and clarity.
BRAND ESSENCE 2
MISSION, VISION, AND VALUES
Changing lives through the power of work.
A community powered by a skilled workforce, successful businesses and a strong economy.
We call them our S-T-E-P-S, and they are infused throughout all of our programs and services:
Service
Teamwork
Ethics
Passion
Safety
WHAT WE DO
Goodwill San Antonio is more than a store; we are a workforce development organization dedicated to improving lives in our community. We help individuals achieve upward mobility, economic independence, and self-sufficiency by providing:
• Good Jobs: We provide meaningful employment opportunities to team members.
• Career Training: We prepare individuals for high-demand careers through our accredited vocational training programs, offered at no cost.
• Employment Placement Services: We empower job seekers through career coaching, resume building, application assistance, and digital literacy training.
CHAMPIONS OF WORKFORCE ACCESSIBILITY
At Goodwill San Antonio, we believe in employment for all.
Our 24-county territory includes San Antonio, Bulverde, Cibolo, Kerrville, Laredo, Live Oak, New Braunfels, Seguin, and Windcrest - where we operate stores, donation centers, career training, employment placement services, and contract services.
BRAND VOICE & TONE 3
DEFINING OUR VOICE
o create messages that reflect our brand, we need a clear understanding of our voice and tone. If a brand is like a human personality, how do we as an organization sound?
When writing or speaking on behalf of Goodwill San Antonio, adhere to the following qualities:
Easy to Understand
• Clear
• Uplifting
• Passionate
• Concise Inspire Action
• Hopeful
While our full name, Goodwill San Antonio, should be used in all marketing and communications, there may be instances where it is better to use only “Goodwill.” This decision will be determined by the Marketing & Communications depar tment.
LOGO
LOGO TYPE & USAGE
Maintaining Logo Integrity
The Goodwill San Antonio logo is central to our visual identity and appears on all marketing and communication materials. To maximize its impact and recognition, the configurations and color options are limited.
Only the following versions of the logo are approved for use. Never recreate or modify the logo. If you need the logo in a specific format, please contact the Marketing & Communications depar tment.
The Stand Alone Logo
The national Goodwill logo (also known as the “Smiling g”) should never be modified.
Logo
LOGO CLEARANCE REQUIREMENTS/GUIDELINES
To ensure the logo stands out, maintain clear space around it. This space is the minimum distance required between the Goodwill San Antonio logo and any other graphic elements like text, illustrations, or borders.
For both horizontal and vertical logo configurations, use the height of “SAN ANTONIO” (denoted as “X”) to determine the minimum clearance space.
REQUIRED CLEARANCE SPACE
REVERSE COLOR CONFIGURATIONS
Black-only and reversed versions of the logo are available as an alternate to the full-color version.
REVERSE BLACK
REVERSE WHITE (ON BLACK)
REVERSE WHITE (ON COLOR)
ACCEPTABLE USAGE
To maintain our logo’s effectiveness as a strong brand identifier, it should always remain clear and unobstructed. Avoid placing the logo on busy backgrounds or over elements like text, lines, patterns, or photographs that compete with it. If using a photograph, select an area with a consistent color tone and minimal visual clutter.
Never box, alter, or add design elements to the logo. Ensure the logo is resized proportionately to avoid distortion. Any modifications, including screened logos, drop shadows, or outer glows, must be approved by the Marketing & Communications department.
DO NOT STRETCH OR DISTORT
DO NOT BOX
DO NOT CHANGE THE COLORS
DO NOT RECONFIGURE
SUB-BRAND LOGOS & SPECIALTY MARKS
SUB-BRANDS
Individual lockups are available for Goodwill San Antonio’s sub-brands: Academy & Career Services and Business Services. The same clearance space guidelines apply.
SERVICES
SERVICES
Note: There is kering (spacing) added to “SERVICES” in order for the font type to be the same weight as “ACADEMY”.
Note: There is kering (spacing) added to “SERVICES” in order for the font type to be the same weight as “ACADEMY”.
SPECIALTY MARKS
Marks have been created for select annual campaigns and events, (i.e. Halloween, fashion shows, graduation ceremonies, etc.) The Marketing & Communications department will decide which campaigns or events warrant a mark.
When using a mark, the Goodwill San Antonio logo must be present in the design. Below are examples of specialty marks.
COLORS 6
Marketing COLOR PALETTE
Secondary
Primary Blue
PMS 2935
CMYK 100.73.0.2
RGB 0.84.164
Hex #0054a4
PMS 17-5104 TCX
CMYK 0.0.0.50
RGB 128.128.128
Hex #808080
Tertiary
PMS 804 C
CMYK 0.44.83.0
RGB 255.160.64
Hex #ffa140
PMS 325 C
CMYK 61.0.38.0
RGB 85.215.185
Hex #54d6ba
PMS 2582 C
CMYK 45.85.0.0
RGB 165.60.180
Hex #a63db5
PMS 102 C
CMYK 6.2.100.0
RGB 247.232.0
Hex #f7e800
PMS 1935 C
CMYK14.100.76.3
RGB 204.31.64
Hex #cc1f40
PMS 2303
CMYK 43.11.76.0
RGB 157.187.104
Hex #9dbb68
GRADIENT COLOR OPTIONS
Secondary
HEADLINE
Subline Accent
Lorem ipsum dolor sit amet
HEADLINE
Subline Accent
Lorem ipsum dolor sit amet
When picking accent colors, determine which secondary color is most visible against the background. Avoid leaning on font colors with a low contrast against the background color such as a yellow font against a white background.
Tertiary
HEADLINE
Subline Accent
Lorem ipsum dolor sit amet
HEADLINE
Subline Accent
Lorem ipsum dolor sit amet
Tertiary colors should be selectively used for such things as calling out a key message.
COLOR PALETTE
Facilities
Paint – Mission Facilities
Primary Blue
PMS 2935
CMYK 100.73.0.2
RGB 0.84.164
Hex #0054a4
SW 6965 “Hyper Blue”
PMS Cool Gray 1
CMYK 4.2.4.8
RGB 217.217.214
Hex #d9d9d6
SW 6070 “Heron Plume”
PMS 400
CMYK 6.7.13.16
RGB 204.199.189
Hex #ccc7bd
SW 7029 “Agreeable Grey”
Paint – Store Interiors
PMS 7528
CMYK 5.10.17.16
RGB 197.185.172
Hex #csb9ac
SW 6079 “Diverse Beige”
PMS 2164
CMYK 58.32.27.3
RGB 126.147.167
Hex #7e93a7
SW 6242 “Bracing Blue”
Vinyl – Exteriors
PMS 2945
Vinyl: Bright Blue / 3630-167
PMS 424
CMYK 30.20.19.58
RGB 94.99.103
Hex #5e6367
SW 7067 “Medium Grey”
PMS 540
CMYK 100.57.12.66
RGB 0.48.87
Hex #003057
SW 9177 “Salty Dog”
PMS 532
CMYK 88.76.30.82
RGB 28.31.42
Hex #1c1f2a
SW 2062-10 “Polo Blue”
PMS Cool Gray 1
CMYK 4.2.4.8
RGB 217.217.214
Hex #d9d9d6
SW 6070 “Heron Plume”
TYPOGRAPHY
APPROVED FONTS
Typography plays a key role in maintaining a consistent and coordinated brand identity. The typefaces listed below are approved for use in Goodwill San Antonio marketing materials.
For retail promotions and special materials, additional typefaces may be used, provided that the selected typefaces are used in a supporting role.
All brand typefaces are Google fonts and are available to download for free.
MULTIMEDIA 8
MULTIMEDIA CONTENT GUIDELINES
These guidelines aim to ensure consistency and quality across all visual content representing Goodwill San Antonio. Adherence to these guidelines will help maintain a cohesive brand identity and communicate our values effectively.
1. Authenticity: Capture real moments that reflect the genuine interactions and environments within Goodwill San Antonio. Avoid overly staged or artificial shots and stock images.
2. Inclusivity: Showcase the diversity of our staff, participants, and community. Ensure representation across different ages, races, genders, and abilities.
3. Professionalism: Ensure all images and videos are high-quality, well-composed, and professionally edited.
4. Permission: Obtain a signed photo release form from all individuals featured prominently in photographs or videos, especially when minors are involved.
PHOTOGRAPHY
• Lighting: Use natural light whenever possible. Avoid harsh shadows and overly bright highlights. Ensure subjects are well-lit and backgrounds are not distracting.
• Focus: Subjects should be in sharp focus. Use shallow depth of field to emphasize subjects and blur backgrounds.
• Angles: Use different angles to create dynamic and engaging images. Use eye-level shots for a personal connection, and higher or lower angles for creative perspectives. Capture wide angles and avoid cutting off people in frame.
• Background: Keep backgrounds simple and uncluttered. Ensure they do not distract from the main subject.
• Resolution: Minimum resolution of 300 dpi for print and digital; 72 dpi for web.
Capture genuine interactions and environments Avoid using stock images
VIDEOGRAPHY
• Lighting: Similar to photography, use natural light whenever possible. Ensure subjects are well-lit without harsh shadows.
• Focus and Framing: Keep the main subject in focus. Use the rule of thirds for framing. Avoid placing subjects in the center unless it serves a specific purpose.
• Movement: Use smooth, stable camera movements. Avoid shaky footage by using tripods or gimbals.
• Narrative: Each video should tell a clear story to ensure it aligns with Goodwill San Antonio’s mission and values.
• B-Roll: Capture additional footage that complements the main content. This could include scenes of daily operations, interactions between staff and students, or wide shots of the environment.
• Resolution: Minimum of 1080p (Full HD); 4K preferred for higher quality.
SOCIAL MEDIA
Building meaningful connections with our audience is key to our efforts. Our approach to social media messaging is to provide a balance between Transformational and Transactional content.
Transformational:
The purpose of this content is to narrate how Goodwill San Antonio transforms lives and showcases the values of the organization.
Transactional: The purpose of this content is to feature store events, retail trends, hiring events, career training, and contract services.
CREATIVE EXAMPLES 9
This design illustrates how to incorporate the primary, secondary, and tertiary colors.
Good Job, Everyone Web Page
The content throughout this example aligns with our voice of being easy to understand, clear, and concise.
Round Up Counter Signage
Green CMYK 43.11.76.0
Appropriate Logo Clearance Space
Photography Follows the Brand Guidelines Reasonable Lighting Simple Background Appropriate Resolution Subject Is In Focus
Montserrat Black
Montserrat Semibold Accent