Happy Anniversary, Smiling G!

The Smiling G logo was designed in 1968.

Today, the Goodwill® Smiling G logo is globally recognized, but our famous logo is only 50 years young. Before the Smiling G, Goodwill organizations used a series of other logos including the Maltese Cross, Victory Over Handicaps and, of course, Good Willy. You can see all of these logos in the Smiling G Anniversary video on YouTube.

The Smiling G logo was designed in 1968 by Joseph Selame following a search by the Morgan Memorial Goodwill Industries (Boston) to update its logo. Using the initial “G” as its basis, the award-winning, highly recognizable design also depicted the smile of self-respect felt by the people Goodwill serves when they receive training and go to work. Selame passed away in 2011 following a successful design career. According to the The Boston Globe, he opened Selame Designs in 1960 and went on to design logos for brands such as Kodak, Stop & Shop and CVS. The company was renamed BrandEquity in 1995 “to reflect its commitment to creating enduring brands for its clients.”

We love our logo and understand it’s just one part of the Goodwill brand. A brand is the value, power and feeling that an organization develops through the experiences of donors, consumers and the people we serve. Every interaction with a Goodwill location, service or team member has created a brand identity and develops Goodwill’s reputation and value. Our brand continues to resonate with consumers and, for two years in a row, Goodwill was ranked #1 as the brand with most value and impact in communities across the world according to enso’s World Brand Value(SM) Index.

As logos have changed, Goodwill’s mission remains the same: Goodwill works to enhance the dignity and quality of life of individuals and families by strengthening communities, eliminating barriers to opportunity, and helping people in need reach their full potential through learning and the power of work.

To see the Goodwill logos over the years and to learn more about Goodwill’s history, watch the video below.