VISUAL ELEMENTS
Design Elements
The overall aesthetic of Goodwill Industries of Northwest North Carolina is clean, accessible, functional, and friendly. The look and feel reflect our mission, vision and values. Design elements are the tools in our visual toolkit that allow us to maintain consistent tone and visual interest throughout our communications.
dividers
Taken from the Goodwill Industries of Northwest North Carolina logo, thin gray lines subtly help organize, without interrupting content.
color blocks
Bold color blocks create sections for different types of content. Background colors should be one of our three main brand colors. Type within these sections should be white on darker colors and blue or black over light colors in order to ensure adequate contrast.
negative space
Ample negative space surrounding content helps frame and honor content. Uncluttered layouts also help readability. Avoid forcing content into digital or printed communications just to take up space. Instead, prioritize making content accessible and easily scanned.
curves & rounded elements
Curves and rounded elements point back to the Smiling G, reinforcing that people are at the center of our mission-driven work. Curves soften our look and feel. Use a rounded lower-right corner for images and rectangular elements a few times on each screen or printed page.
margins
Content in the margins should highlight important information or offer relevant calls to action. A few callouts on print pieces or each web page can help make content easier to read and guide the reader to taking action to support Goodwill.
accordions
Accordions are an efficient way of collapsing large sections of content, long lists, and descriptive copy into a user-friendly presentation. Use accordions to provide readers with the opportunity to scan content, then easily reveal more according to interest.
Accordion Example
Descriptive copy here.
icons
Icons are intended to easily guide readers through important content and provide paths to taking action to support Goodwill. Do not use icons as artwork, but as cues that direct engagement. see iconography