Logo
The Goodwill Houston wordmark is the primary mark. Keep clear space equal to the height of the smiling-G icon on all sides. Do not recolor, distort, or place over busy imagery.
Color palette
Navy leads. Teal accents. Use ink and cloud for type and surface.
Goodwill Navy
#344A9D
var(--brand-navy)
Goodwill Teal
#61C6C2
var(--brand-teal)
Carbon Black
#050505
var(--brand-ink)
Cloud
#F5F7FB
var(--brand-cloud)
Display
Century Gothic · Semibold
Changing lives through the power of work.
Use for hero headlines, section titles, and big numbers.
Body
ETmodules · Regular
We serve our neighbors across Greater Houston by helping people earn, learn, and thrive. Our voice is warm, plainspoken, and confident — like a trusted teammate on the floor.
Voice & tone
We are
- Warm
- Plainspoken
- Confident
- Mission-first
We are not
- Corporate
- Preachy
- Cute
- Jargon-heavy
Always
- Cite the policy
- Respect dignity
- Use Houston in examples
- Default to Spanish-friendly