They define themselves as: Having 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.
As mentioned earlier the target audience for this logo design is:
- Corporations
- Financial institutions
- Governments
- high-net-worth individuals.
I targeted Goldman Sachs because they have established a very contemporary website that works well with their professional image but have failed to update their logo to keep up with their new look. There Original logo shown here uses a handwritten typeface combined with very tight leading which even leads to the G and S overlapping. The problem I have with the overlap is that it doesn't feel intentional, but rather an unfortunate side effect of bringing Sachs right up under Goldman. There are a few traits that the current logo does posses that need to be carried over into it's the next generation and they are as follows:- Square Design
- A typeface that speaks to their long lasting business
- The blue color of the square
These elements need to stay in tact because they define who Goldman Sachs is.
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