Today, March 29, the iconic Goodwill Smiling G logo turns 50! Known as the “Smiling G,” the award-winning logo represents the many smiling faces and positive impacts achieved through Goodwill programs and services, every day.

In 1968, Morgan Memorial Goodwill Industries in Boston began to search for an updated visual to reflect the brand. They selected legendary graphic designer Joseph Selame to create a logo that would symbolize the many faces of self-sustaining and self-respecting people within Goodwill. He used a lowercase “g” twice in his logo, which double-served as the letter itself, and a smile. Selame is also known for creating logos for such brands as CVS and Kodak.

Today, the Smiling G is one of the most recognized symbols in the world and stands as an emblem of Goodwill’s mission – helping people reach their full potential through the power of work. The logo can be seen on billboards, television shows, even making an appearance twice on the hit game show, Jeopardy!