Goldman Sachs’ New Logo Is A Risky Design Investment In Some People’s Eyes
Old logo (left) VS new logo (right). Images via Goldman Sachs
Goldman Sachs has done a 180 on its logo, swapping out its recent minimalist look for a throwback to its more ornate past. Just four years after ditching the fancy swirls connecting its letters, the investment bank has decided to bring them back.
In 2020, the bank aimed for simplicity, breaking apart the ‘GS’ and ‘ch’ combo. But it seems Goldman Sachs is now chasing the old money aesthetic. The new logo keeps the sharper edges on the ‘A’ and ‘C’ from the previous design, but retroduces the curvy connections from earlier.
Logo from 1999-2020 (left), 2020-2024 (middle), and from 2024 (right). Images 85968486 © Alexey Novikov | Dreamstime.com / Goldman Sachs / Goldman Sachs
With that, the new branding isn’t confined to the signature blue box, and it now sits against either plain white or a more refined blue as backdrops. The bank has also created a monogram version of the ‘GS’ ligature for social media.
corporate rebrand: Goldman Sachs edition
— Karine Hsu (@karine_hsu) August 1, 2024
“the new logo represents the bank's "heritage" and "culture of partnership" and takes inspiration from various past designs, including black-and-white crest from the 1970s.” pic.twitter.com/uTxNVxK5sv
It is the monogram that hasn’t exactly been met with applause. Some finance bros (and sisters) have compared it to the logos of luxury watch label Grand Seiko and fast-fashion brands.
Posted by Goldman Sachs on Thursday, August 1, 2024
Even some Goldman Sachs associates have expressed dissatisfaction, claiming it clashes with their LinkedIn profiles’ aesthetics in the work history section.
Regardless, the bank has clearly poured a lot of thought into the redesign, as evidenced by a 180-page document seen by Business Insider that outlines the process, including its roots from a 1970s crest.
[via Business Insider, Wall Street Oasis, r/FinancialCareers, Creative Bloq, images via various sources]
