We’re going above and
beyond. We’re growing a
bigger, better culture with
a wider geographic reach.
core
+
identity
The Goodman logo is an icon for our brand. It has been crafted to create a unique mark to represent our company. It should not be recreated or redrawn under any circumstances. The Goodman Wordmark Legible, uncomplicated, unique and contemporary.
The Goodman Badge
An iconic and solid shape to build instant recognition across every touchpoint.
The Plus Device
Clear space
To stand out and maintain clarity, it’s essential that the Goodman logo has some breathing space. The optimum clear space is to be used wherever possible. That is twice the height of the Goodman ‘n’ from the logo.
The optimum clear space must also be applied when using the logo smaller than 250mm high and right aligned to an edge. Minimum size
versions
+
Preferred option
Wherever possible, use the Goodman Green logo. We build recognition for our green square every time we use it.
Silver option
This option may be used in instances where a metallic finish is needed.
100% black option
Goodman Green
This is our primary colour and should be used to full effect.
Goodman Silver
A silver version of our grey is to be used when a metallic finish is required.
Goodman Grey
This cool grey adds sophistication to our palette.
Tips+
+ Don’t set small type in silver, you won’t see it. + Don’t use large amounts
of grey, it’s boring. + Do use lots of white
and green.
secondary
+
colours
Our secondary colour palette has been developed to complement our Goodman Green and Grey. Colours can be used in moderation across all marketing and corporate material to add visual interest or to indicate points of highlight.
Tips+
+ Use the colours in preference to the order in which they are displayed above, left to right, top to bottom.
+ Use your judgement. Don’t use all the colours at once, if they don’t complement the Goodman Green and Grey.
Our typeface is an
important part of our brand. We use Helvetica Neue LT, which has been selected for its simplicity, legibility, geometric stability and timeless qualities. Although our Goodman logotype is based on a weight of Helvetica Neue LT, it has been adapted to create a unique mark and should not be recreated or redrawn.
Helvetica LT 55 Roman is the preferred weight for all possible communications. Headings within body copy are to be in Helvetica LT 65 Medium weight. Our secondary font is Arial. It should be used for all documents created by Goodman staff. It can also be used when Helvetica Neue LT is not available.
Our plus in language and as a graphic device. The plus device can be teamed up with short words to create the unique Goodman language that we call ‘brand messaging’. It’s always the same proportion and, like a logo, must not be altered. It is based on the plus character from Helvetica Neue LT font family. This is the only typeface that should be used when combining the plus with type. It should also only be used in the Goodman Green colour.
Tips+
+ Don’t overuse the plus, we don’t want to tire of it. + Don’t change, add to, or remove parts of the plus. + Don’t make the plus any
colour other than our Goodman Green.
plus
+
style+
win+
win
imagery
+
Photographic style is a key component in the creation of successful brand communications, with design,
typography, language and photography all working closely together to help define the Goodman brand. The visual language used to depict Goodman is vitally important, and our photographic style and the use of imagery provides us with a unique opportunity to connect with our audience.
The following pages shows some examples of our photographic style.
Tips+
Our images should:
+ Appear unstaged and spontaneous (with the exception of portraits); + Reflect the dynamic working
environments of Goodman properties;
+ Situations and people should appear relaxed and genuine, open and professional and reflect a diversity of cultures; and
