Two of these people said the aim of the years-long redesign — which also includes a fresh look for the Goldman website — was to give the firm's marketing materials a more "premium" feel.
The photo was recently posted on Goldman's LinkedIn page Screenshot from Goldman Sachs' LinkedIn page"The Goldman Sachs wordmark is a piece of custom typography inspired by our heritage," the brand guidelines obtained by BI say.
These people say they understand the changes cost Goldman Sachs millions of dollars.
A screenshot of Goldman's website redesign plan with the G and the S joined on the right.
Now fresher, brighter, and optimized for digital, the new Goldman Sachs blue is the only Goldman Sachs blue."
Persons:
—, Goldman Sachs, Sachs, Emmalyse, David Solomon, Goldman Sachs wordmark, Goldman, Fiona Carter, Jones Knowles Ritchie —, Burger, Marcus, Reed Alexander
Organizations:
Service, Business, Goldman, BI, Goldman's, GS, Apple
Locations:
Goldman, Sachs, British