GOOD is a cross-media platform that provides award-winning content to a growing audience of pragmatic idealists.
AREA 17 was brought in during the early planning stages of the company to help develop the brand strategy and create the logo and visual identity. The brief was simple — create a credible brand with a clear and unified message that entices an audience of influences and early-adopters. Simple … until the key question was asked, “what is good?”
The word ‘good’ could mean many things. What makes something good? And who decides? And what right do they have to decide? And what if we disagree? How can one company own such a broad concept? A simple word yet so immensely complex.
It became clear very quickly that the question is as important as the answer. To create a credible brand with a focused and own-able message, we needed to focus on the investigation of good. Good, not as a position, nor as a perspective, but as a dialogue among curious people intent on doing some good in the world. And from that conversation emerged a unique voice. And that was the start of GOOD, not as a medium but as a platform.
To create a credible brand with a focused and own-able message, we needed to focus on the investigation of good
To that end, the visual identity needed to be welcoming, inquisitive, provocative and timeless and we aimed to bring it together in the logo. The goggling "OO"’s are wide open with a welcoming wonderment, the capital trade letters echo the provocation of an old protest poster and the newspaper-like Garamond serif offer a timeless quality while giving it a hint of seriousness.
After the logo, we went on to create the GOOD’s collateral materials, press kit and global style guidelines for the magazine and the web. The print magazine was designed by Open and soon after this project, we continued with the creation of the website.