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.

Mood board

Just a snip it from my mood board from the opening day in GD2. It features some of things I enjoy such as maps and candy. I also appreciate organized chaos, or pieces with a lot of elements that work very well as a composition together.

Goldman Sachs - Logo Re-design

Goldman Sachs is a leading global investment banking, securities and investment management firm that provides a wide range of services worldwide to a substantial and diversified client base that includes corporations, financial institutions, governments and high-net-worth individuals.

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.