The brand means to inspire people to do good. Starting from design, we didn’t want to overthink the messaging. I took queues from the simplicity behind the “Have a Nice Day.” campaign. Short of using a smiley face, I landed on SF Pro Display for its approachable form and commanding clarity. Like the NYC Subway, it doesn’t get caught up with aesthetics — it might have a lofty mission, but its vehicle is direct. Copy and slogans pair with a rainbow gradient symbolically related to the flowery notion of the good deed or message. And in contrast, the standalone logotype is typically against black, white or primary colors.