Tie all our causes visually together - People. Animals. Planet.
Our charitable reach increases every year. This logo should be agnostic of any one cause, and should embrace them all -- animals, Alzheimers, autism, breast cancer, diabetes, hunger, literacy, rainforest, veterans -- and whatever comes in future.
You will see attached our current GreaterGood logo, as well as the logos for all our charitable web sites. While you are only designing the GreaterGood logo, it's good to see which sites "feed" GreaterGood.
Some parts of our business include all our charitable causes; for example, a new brick-and-mortar store at the Mall of America in the Midwest, the GreaterGood Shop (shop.greatergood.com), and user accounts that will stay with a visitor across our websites (in future).
What is the one thing to tell the audience? - You're helping. (Little actions have big impact. Small actions, big results.)
What single thing should our audience remember? - This is the place to go to help all kinds of causes. (To empower people to take action.)
How will our audience believe what we say? - Our numbers speak loudly - $35 million given to charity since 1999. (Passion, Integrity, and Focus)
* Only positive imagery
* Vibrant colors
* Avoid hands, trees, leaves, hearts
* Font should be very readable at small sizes
* Any symbol imagery should be very "readable" at small sizes (aka mobile phone screen)
* Clean, not busy
* OK to play with "G's" or the "o's" - but stay clean and not busy
* OK to add art or variation of font in letters as long as makes sense
* Any icon must be able to stand alone
* Any icon must be easy to see and understand at a small size
* Contemporary in nature and appealing to female audience
* Iconic and not too trendy
1. Name - GreaterGood (with and without ".com")
2. (TM) symbol
3. Words must be together, or linked
4. Lead-cap both 'Gs'
5. Horizontal and vertical versions for use in different contexts
6. Logo should work in full-color, b&w, digital, print, and as retail store signage
7. Logo with and without a visual element that can stand on its own - this is for very small screen situations such as a mobile phone
8. Logo with and without tagline
People. Pets. Planet.
Small actions, big results
Shop where it matters*
*The full "GreaterGood.com / Shop where it matters" treatment gets a (R) registered symbol - this is the ONLY case where the (R) may be used - all other treatments are (TM).
Like Google, we can and should have a vibrant logo that we can then play with once the brand is well-known and can afford playful and cause-specific deviation. For example, we might display the GreaterGood logo with animals and animal-centric lettering when allying it visually with The Animal Rescue Site. We could also do a different treatment on special occasion days like World Hunger Day or Veterans Day.
But first we must build the brand so that this kind of malleable playing is recognized as such.