Back to Basics Response

Target Audience - The targeted audience for re-designing Goldman Sachs logo is high revenue clients both individuals as well as institutions. These are people surrounded by a professional world where a suit and tie is everyday attire to work.

What does Goldman Sachs convey? - Simply put Goldman Sachs: has a long tradition at Goldman Sachs of passing along our memories about essential people and events that have made the firm what it is today – our business, heritage, culture and what we stand for, collectively and individually. This means that their logo needs to support their long history of passing along memories by displaying a timeless or classic look while still appealing to contemporary standards. The overall design needs to reflect the traditions of Goldman Sachs professionaly.

Why is it important? - It is very important that the logo displays the companies tradition because it accompanies all of their work. Not only does it accompany their work, but when prospective clients are researching Goldman Sachs the history of the company and the needs to be instantly apparent to help secure the client by quite literally making them feel secure in trusting a company with a rich history of successful investments and financial security. In essence the Goldman Sachs logo needs to be able to help sell the brand as much as the Nike swoosh and just like it's sporting brand counterpart it needs to speak to the quality of the company.