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."

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