Brand Guidelines
Revised September 2014 Introduction
The Goodwill brand is the tangible expression of who we are, what we do and why we exist. Community members, donors and partners experience the Goodwill brand through our deeds, as well as through the verbal and visual messages we send.
These brand guidelines are provided to remain consistent and to enhance the professionalism of Goodwill ~ Redwood Empire (GIRE) by ensuring we use the correct brand identity standards while communicating in the most professional way possible.
There is information about our visual elements including the brand mark, typography and color palette as well as templates and writing standards. By accurately implementing this brand identity system, you protect the equity of the Goodwill brand and better support its value in the communities we serve. Goodwill History
Goodwill Industries® was founded in the South End of Boston, MA in 1902 by Methodist minister, Rev. Edgar J. Helms. Helms would collect used household goods and clothing in wealthy areas of the city, then hire and train people who were poor to repair the items. Their wages were paid from the revenue generated when the goods were resold. This system ended up working, and Goodwill’s philosophy of “a hand up, not a hand out” was born.
Helms described Goodwill Industries as an “industrial program as well as a social service enterprise ... a provider of employment, training and rehabilitation for people of limited employability, and a source of temporary assistance for individuals whose resources were depleted.”
Helms’ social innovation set in motion a worldwide movement that would transform more than 5 million lives over the course of a century — giving people hope, dignity and independence through the power of work. There are now more than 200 autonomous Goodwill Industries located throughout the United States, Canada and 23 other countries.
Locally, Goodwill Industries of the Redwood Empire was established in 1974 through the committed efforts of a group of community leaders who recognized the need for vocational training and employment opportunities for persons with disabilities. Throughout the decades, Goodwill has stayed focused on this mission, while expanding and improving services to meet the new and emerging needs of the diverse people and communities now served by the agency. Mission, Vision, Values, Elevator Speech
Mission: Changing lives and strengthening communities through the dignity and power of work.
Vision: Mission Statement: To excel as the provider for innovative employment and life skills Goodwill ~ Redwood Empire services that foster self-suffi ciency for people in need throughout the changes lives and strengthens Redwood Empire. communities through the dignity and power of work. Values: • We will put people fi rst, treating everyone with dignity and respect. • We will conduct ourselves with honesty and integrity, upholding the highest ethical standards. • We will hold ourselves and our people accountable. • We will be loyal to our mission and those we serve. • We will embrace the power of teamwork and collaboration. • We will respect and value our differences. • We will embrace the entrepreneurial spirit in the achievement of our mission. • We will provide opportunities for the growth and development of people. • We will strive for excellence and continuous improvement. • We believe in the power of work to transform lives and communities.
Example Elevator Speech: When someone is having a hard time fi nding a job — either because of a disability, poverty, or lack of education and work experience, Goodwill ~ Redwood Empire is there to help. We are able to change lives and strengthen our communities through the dignity and power of work by selling donations in our stores and using the revenue generated to fund training programs, fi nancial services and employment for thousands of people each year. Logo and Trademark
Created in 1968, the “Smiling G” trademark is the Goodwill logo. It is our brand setting us apart from everyone else. Color Guidelines The preferred color of the logo is the version using Pantone Refl ex Blue and Black. When needed, there are four options available for reproduction purposes: • Two-color use: Black with Refl ex Blue • One-color use: Black Preferred Version • Alternative one-color use: Refl ex Blue Two-color • Reverse use: White on solid background Sizing Guidelines At no time will the logo be changed in proportions – that is, stretched or compressed. At no time may the typeface in the logo be changed. The integrity of the logo must be maintained at all times. In order to maintain quality reproduction and legibility of the logo and its elements, the size of the logo should be no smaller than a Examples of alternative versions .25” wide. As long as the logo remains proportionate, there is no limit for enlarging it. Spacing Guidelines The “Smiling G” should have “room to breathe” by being surrounded by ample space. The registered trademark symbol should always be in the lower right corner. Registered Word Mark Guidelines Goodwill is a registered trademark both as a logo and as a word mark. Three simple rules to follow when using the word mark are: • Proper use of Goodwill Industries: Goodwill Industries® • Proper use of Goodwill alone: Goodwill® • You only need to use the registration symbol for the word mark the fi rst time the term is mentioned in a document. Localized Logo The localized GIRE logo should be used whenever possible in materials and should follow similar guidelines as outlined above. One-color logo is Refl ex Blue. Alternative versions can be Donate Movement Logo black or white solids. The preferred format of the Donate Movement logo appears with “Powered by Goodwill” directly beneath it. If using the Donate Movement logo without “Powered by Goodwill,” the Smiling G logo should be in close proximity for better brand recognition. Color Palette
The primary brand colors of Goodwill are Refl ex Blue and Black. However, GIRE has expanded the color pallet to include the colors found on our trucks, CDC containers and stores. Below is the GIRE Color Palette along with the corresponding color codes.
Primary Goodwill Colors
C:100 M:73 Y:0 K:2 C:0 M:0 Y:0 K:100 R:0 G:85 B:164 R:0 G:0 B:0 #0055A4 #000000 Pantone Refl ex Blue
Additional Color Palette
C:0 M:87 Y:75 K:0 C:2 M:99 Y:0 K:0 C:82 M:20 Y:100 K:5 C:6 M:63 Y:93 K:1 R:240 G:72 B:69 R:232 G:6 B:142 R:47 G:144 B:63 R:230 G:122 B:47 #f04845 #e8068e #2f903f #e67a2f
C:17 M:0 Y:97 K:0 C:58 M:17 Y:99 K:2 C:10 M:87 Y:100 K:2 C:86 M:33 Y:42 K:6 R:224 G:234 B:26 R:122 G:164 B:64 R:216 G:69 B:25 R:1 G:129 B:138 #e0ea1a #7aa440 #d84519 #01818a Fonts
The Helvetica type family is the primary font for Goodwill. The fonts in the Helvetica family are sans serif making the type clean, legible and contemporary. All weights of Helvetica are acceptable for Goodwill’s communications. The secondary font for Goodwill is Times New Roman. All weights of Times New Roman may be used as long as they are not the primary typeface in a document. Helvetica Neue Typeface The primary typeface in the Goodwill brand identity system is Helvetica. Use Helvetica or Helvetica Neue for headlines. If Helvetica is unavailable, other acceptable headline typefaces are Arial and Century Gothic. Helvetica Neue Helvetica Neue 55 Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Arial Typeface Use Arial for body copy in correspondence and other word-processed documents, as text in publications, in PowerPoint presentations and for narrative text on the website. Arial Regular Arial Bold Arial Italic Arial Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890
Times New Roman Typeface Times New Roman is a classic serif font that may be used in correspondence, word-processed documents, or for text in publications instead of Arial. It should not be used in headlines or subheadings. Times New Roman Italic may be used for quotes. Times New Roman Regular Times New Roman Bold Times New Roman Italic Times New Roman Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890
Garamond Typeface Garamond is another serif font. Like Times New Roman, it may be used for text in the body of documents. It should not be used in headlines or subheadings. Garamond Italic may be used for quotes. Garamond Regular Garamond Bold Garamond Italic Garamond Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 E-mails from GIRE
Although considered to be the most informal written communication Please note the following when available, e-mails still refl ect on GIRE and our professionalism. E-mails generating e-mails both internally are required to be sent from the agency server (i.e. [email protected]) and and to our external contacts: not from a personal e-mail account on behalf of the agency at any time • Always include a brief subject line (i.e. Yahoo, G-mail, Comcast). E-mails are not confi dential. so your recipient knows what you are Please make sure your email signatures are set-up as follows: about to discuss. NEW E-MAIL SIGNATURE (Example): • Make sure your e-mail is grammatically correct. Brandy Evans, Chief Operating Offi cer • Messages should be brief and to the GOODWILL ~ REDWOOD EMPIRE point. 651 Yolanda Avenue | Santa Rosa, CA 95404 Tel: 707-523-0550 | Fax: 707-523-0552 | www.gire.org • Use the correct e-mail signature
Changing your Microsoft Outlook e-mail signatures: Changing Lives and Strengthening Communities Through the Dignity and 1. Depending on the version of Power of Work. Outlook you have, navigate to your CONFIDENTIALITY NOTICE: This e-mail and any fi les transmitted with it are Mail options section. (Either select intended only for the person or entity to which it is addressed and may contain “TOOLS” and “OPTIONS” or “File,” confi dential material and/or material protected by law. Any retransmission or use of this information may be a violation of that law. If you received this in error, please contact the “Options” and “Mail”). sender and delete the material from any computer. 2. Message format: The format should be set to HTML New e-mail signature formatting: Stationery and Fonts: Make sure Name = Garamond, 12, Bold, Black
REPLY E-MAILS (Example): Brandy Evans, Chief Operating Offi cer Goodwill ~ Redwood Empire 651 Yolanda Avenue | Santa Rosa, CA 95404 | 707-523-0550
CONFIDENTIALITY NOTICE: This email and any fi les transmitted with it are intended only for the person or entity to which it is addressed and may contain confi dential material and/or material protected by law. Any retransmission or use of this information may be a violation of that law. If you received this in error, please contact the sender and delete the material from any computer.
Reply e-mail signature formatting: All is Arial, 10, black except the agency name is in blue.
Note: You can also copy and paste a signature that is formatted correctly from another co-worker instead of starting from scratch. Just remember to update your name, title, and location. Grammar and Formatting
How we use language is important. Subjects and verbs must agree. We must write so people understand what we are saying. We need to keep our sentences short and to the point. Templates: Microsoft Word and PowerPoint Formats templates are located on the server We have specifi c formats for letters, memos, e-mails and other forms. at: P:\GIRE\Master Forms Use the GIRE templates whenever possible found in corresponding department folders at P:\GIRE\Master Forms. Logos: GIRE and Smiling G logos are Three Sets of Eyes located on the sever at: We are all human, and we make mistakes. To keep those mistakes from P:\GIRE\Marketing getting “out the door,” it’s imperative that three sets of eyes look at all materials before they are released, including the marketing department.
This means in addition to yourself, two people will proofread everything (one from marketing). You need to adjust your work schedule to allow for these added sets of eyes.
The three-sets-of-eyes requirement (including eyes from the marketing Grammar department) may apply to e-mail • Do not underline copy for emphasis. Instead, use italics, bold or messages sent outside the offi ce, bold italics for emphasis. Use these options sparingly, or your print particularly if they are formal materials will be spotty and the emphasis you are trying to achieve will announcements, invitations, or be lost on the reader. contain substantial content. • Do not double-space after periods or other punctuation. In the old days of the typewriter, every character occupied the same amount of space, hence the need to double-space after punctuation. On computers, each character is proportionally spaced, so the double- space following punctuation is not needed and often results in spacing between sentences that is too wide and distracting to the reader. Quick reminders: • When copying others on a letter, use c: to indicate copy. The cc: was • Do not underline. the abbreviation for the long-obsolete carbon copy. • Do not double space after periods. • Spell-check every document you prepare. Be aware, however, that • Use c: instead of cc: when spell-checking does not replace proofreading. The English language copying others on letters. has many instances in which several words are correct but their usage • Proofread and spell-check all could be incorrect. Prime examples are there, their and they’re; whose documents you produce. and who’s; its and it’s; your and you’re. Grammar and Formatting (continued)
• Use exclamation points sparingly. (A new habit with the advent of computers has been exclamation-point overuse.)
• Hyphens (-) are used when words are linked to form a single word Quick reminder: (socio-economic), or when you need to break a word at the end of a line. Use hyphens sparingly to break words between lines. When you Watch for widows and orphans. do, make sure to break the word into proper syllables that make sense. As you edit documents, and words are moving around on the page, • The en dash (–), not the hyphen (-), is the correct punctuation to be you may inadvertently leave a used between thoughts in a sentence. The en dash frequently replaces word behind. Glance over your the comma and sets apart your thought more graphically. fi nal product to ensure there are Example: The meeting – originally scheduled for Friday – has now no widows or orphans. been set for Monday.
• When preparing materials with a left-hand margin, make sure the right margin is ragged right (usually called align left or justify left), like the margins in these guidelines. With justifi ed right margins, spaces between words are widened and often become distracting visually.
• “Widows” are single words or short phrases on the fi nal line of a paragraph that are left hanging – that is, so short they jar the reader. To remove a widow, edit your wording to either absorb the copy prior to that last short line, or add words to lengthen the last line.
• “Orphans” are the same as widows, but occur when you are writing from one page to a second page, or from one column to another column. As with widows, reword your material to eliminate the orphan. Grammar and Formatting (continued)
How to use Titles in the Address, Greeting We’re often faced with the use of a person’s title prior to the name. For a letter sent to a person who holds a specifi c professional title, use Dr. John Smith. If writing to a couple both professionally titled, it’s Dr. John and Dr. Sally Smith. When writing to a woman, regardless of her marital status, use Ms. – Ms. Ann Brown.
Writing Titles The fi rst word and all the main words in a title should have initial capitals, and all the ‘joining’ words should be left in lower case, for example: The Metaphysics of Virtual Reality.
Always capitalize the fi rst and last word in the title, regardless of its part of speech and all major words in between, including: • Nouns (a person, place, or thing) • Pronouns (replaces a noun – he, she, it, they, etc.) • Verbs (the “action word”) • Modifi ers, including: ○ Adverbs (modifi es a verb) ○ Adjectives (modifi es a noun) ○ Subordinating conjunctions (before, after, when, etc.) ○ Hyphenated compound words ○ First word following a colon
Do not capitalize: • Articles, both indefi nite (a, an) and defi nite (the) • Coordinating conjunctions (and, but, or, nor, so) • The word “to” when it precedes an infi nitive (to begin, to fall, etc.) • Prepositions (indicate the relationship between words – to, with, from, etc.) Letters from GIRE
When people receive letters from us, we want them to know just by looking at the letter that it’s professional, signifi cant, important and something they should read. We want all letters to be neat, crisp and grammatically correct.
How we format letters on the page says a great deal about us. Our letters tell the recipient we know what we are doing, we pay attention to detail and we communicate effectively.
When preparing letters, please note the following:
• All letters are to be composed using Times New Roman regular 12-point type.
• The date is four spaces down from the name/address block.
• The recipient’s name/address block is two spaces down from the date.
• The greeting is double-spaced down from the recipient’s name/ address block. Note: If the greeting is formal (Dear Sir), use a colon (:). If the greeting is informal (Dear Fred), use a comma (,).
• The body of the letter starts two spaces below the greeting line.
• All paragraphs are fl ush left, ragged right, with a double-space between each paragraph.
• At the end of the letter, double-space before the closing (Sincerely). Make sure to leave enough room for a hand-written signature, followed by the typed name of the person signing the letter, with that person’s title below the typed name. Also, if you addressed the letter with the person’s fi rst name, make sure you sign only your fi rst name at the close of the letter, followed by your full name and title.
• If the letter requires copies to others, double-space below the signer’s title and use c: followed by the name(s) of the person/people receiving copies. GIRE FAQ
Where can I donate my items? GIRE has a number of donation sites where community members can drop-off their gently used items. Our retail stores (except for 1300 Fourth Street, Santa Rosa) also accept donations.
Why should I donate to Goodwill rather than another thrift store? Goodwill Stores are linked to a great cause — employment and training programs for people with disabilities and other barriers to employment! For-profi t thrift stores sometimes arrange to use a charity’s name to collect donations in exchange for a fl at fee or a percentage of the revenue. Often this deal is not generally publicized, and the percentage that charity actually makes may be less than 5 cents for every dollar spent.
It seems like GIRE services vary in different geographic locations. Why is this? GIRE strives to identify the needs of the community and the demand of local industry for employment. Based on the needs of each community, programs and services are designed to give Goodwill graduates the skills they need to fi nd work right where they live.
If I shop at a Goodwill store, will I be depriving disadvantaged people of things they need? No. Goodwill serves disadvantaged people by educating, training and placing them into jobs. By becoming gainfully employed, these individuals gain resources to buy the things they need.
Who does Goodwill help? Goodwill helps those with barriers to employment. This includes individuals with disabilities, people with limited work history, those who have experienced corporate downsizing and recipients of government support programs. Goodwill’s services are designed to meet the training and placement needs of the individual.