Goodwill Southern California Re-Models

The office tower and cafeteria, auditorium, and outlet center were added to the original building in the late 1960s and early 1970s.

“The Smiling G”

Designed by Joseph Selame, the smiling G becomes the universally recognized Goodwill logo.

“The Paycheck”

Norman Rockwell gives Goodwill the much-loved painting, “The Paycheck.”

“Good Willy”

A Goodwill public relations director asks Milton Caniff to draw a cartoon. The result is “Good Willy,” who becomes a beloved and well-known symbol of Goodwill efforts.

Goodwill Helps People with Disabilities

Goodwill becomes known for helping people with disabilities through job training

“Salvage for Victory”

The attack on Pearl Harbor galvanized Americans and Goodwill. Goodwill adopts a new slogan – Salvage for Victory.

Goodwill Southern California Move to 342 N. San Fernando Road

The land on which our L.A. Campus stands today was donated to Goodwill Southern California in the early 1930s by a generous couple who chose to remain anonymous. The campus was built on this location from 1935 to 1938.

Goodwill Helps After the Stock Market Crash of 1929

Goodwill is able to help thousands of people who become destitute after Wall Street crashes.

Goodwill expands services into the Inland Empire.