Recently without the noisy applause’s the Investment bank “Goldman Sachs” has replaced its logo, doing away with the most recognisable design touch: the GS ligature. As well as splitting the two capital letters, the new mark replaces the soft, round typeface with a much straighter choice. The kerning has also been slightly reduced. (says – creativebloq.com)
Old (left) vs new (right) (Image credit: Goldman Sachs)
Type design agency Dalton Maag oversaw the logo refresh. They have also created a custom typeface, Goldman Sans, which will be rolled out later this year.
The ‘blue box’ Goldman Sachs logo was designed in 1970 by Lippincott, “to create a unifying and cohesive brand logo to help reflect the firm’s shift from an investment bank to a broader financial services firm”. (This information is listed as a “fun fact” on Goldman Sachs website).
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