GOOD SAM
2024 Rebrand
Graphic Design
Motion Design
Art Direction
GOOD SAM is a North American travel brand that provides services to road travelers, including insurance, roadside assistance, and campgrounds. Founded in 1966, the company began as a community-based club of like-minded travelers who helped each other on the road. Today that member base has grown to millions for whom Good Sam continues to provide valuable peace of mind to their customers.
In 2023, Good Sam decided to shift their brand positioning to grow their reputation as a travel and outdoor adventure-based brand. Their aim was to increase their appeal among a younger, more adventure-travel demographic while maintaining their existing, RV-focused audience. The ultimate goal: a refreshed identity built with clarity and a cohesive vision for Good Sam that would reveal what was already powerful about the company’s core value proposition: Good Sam provides a clear path to the joys of travel.
Design, branding, merch development, and art direction for a 60s brand spot with associated photography all drew inspiration from life on the road: adventure, the natural world, and the nostalgic signage of campgrounds and interstate highways.
HEAD OF BRAND CREATIVE: Jody Sugrue
BRAND SPOT
DIRECTOR & PHOTOGRAPHER: Dominique van Olm
CINEMATOGRAPHER: Jeremy Cox
PRODUCTION DESIGNER: Peri Grieg
EDITOR: Michael Barker
PRODUCER: Hayley Brown
EXECUTIVE PRODUCERS: Harlan Weiss, Isil Gilderdale, Emily Harris, and Donovan Boden at OPC Films
3D ARTIST: Emily Switzer
LOGO SYSTEM
In order to feel more contemporary, the wordmark was updated by removing a halo element that had been part of the existing brand. Two additional marks were created: an abbreviated initials mark and a crest-shaped mark inspired by interstate signage.
The crest serves as an anchor identifying specific services Good Sam offers. These additional marks were created as less formal touchpoints for Good Sam customers, adding new layers to the brand experience.
HORIZONTAL WORDMARK
CREST
INITIALS
COLOR PALETTE & TYPOGRAPHIC SYSTEM
Good Sam’s key brand color—Signage Green—was inspired primarily by the familiar signage seen along highways across North America, but evokes the natural world as well. In contrast, Highlight offers a vibrant neon inspired by safety vests worn by highway workers and roadside assistance technicians. A range of neutrals to rounds out the palette.
As a tribute to the nostalgia of the road, two typefaces combine to create a flexible system that feels both clean and legible but also rooted in the past. Good Sam Sans, the brand’s key typeface, was chosen to evoke the highly legible type seen on roadside signage. Span, a chiseled serif typeface was chosen for it’s historic editorial quality, and may be used in editorial contexts or as a contrasting type accent.
COLOUR PALETTE
GOOD SAM SANS
SPAN