Good Sam - Refreshing a Legacy

Good Sam, founded in 1966, is the world's largest organization of recreational vehicle owners and outdoor enthusiasts committed to making any adventure safer and a more rewarding experience for its over 2 million members. We wanted to create a more modern approach to our identity without isolating our current customer base.

It was imperative to identify the elements of our prior logo that resonated with our audience. Our Good Sam red and halo around the ‘G’ needed to be factored into the final layout. A slight tilt and color adjustment to the halo allowed for this to break away from the constraints of its original container providing a more welcoming feel.

Good Sam supports 13+ venture products separated by travel objectives - protect, travel & connect.

Our Good Sam red is intended to be the most prominent in all communication. Each pillar can be identified with its own corresponding color driving home the nature of the given product.

We chose GT Walshiem as our brand font as a more modern approach to our past font of Futura.