Goodwill changes its name

Goodwill Industries of Colorado Springs has changed its name to Discover Goodwill of Southern and Western Colorado.

The new name better represents the organization’s expanded mission and regional presence, according to a press release.

“We’re no longer just within Colorado Springs,” said Goodwill spokesman Brad Hafer. “We’re in 38 of 64 counties in Colorado.”

The organization has offices and retail stores in cities from Grand Junction to Canyon City and beyond, Hafer said.

“That Colorado Springs tag was just too limited,” he said.

The new name is unique to this region. No other Goodwill offices have adopted the Discover name. But the name change doesn’t indicate any split from the parent organization, Goodwill Industries International, Hafer said. The new logo continues to incorporate the parent company’s smiling G and to embody its overarching mission.

The word “discover” in the name “invites individuals to actively explore and participate in Goodwill’s many human service programs,” according to the release.

Hafer said many people in the community associate Goodwill with its retail stores and drop off location, but know nothing about the work the organization does to help the disadvantaged.

The new name is the result of more than a year of research and investigation, Hafer said.