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Goldman Sachs has rebranded, shifting its focus away from its loss-making consumer banking business and toward mergers and acquisitions advisory for corporate clients, but it’s hard to tell what’s changed.
It reverted to the ligature wordmark it had used since 1999. In 2020, Goldman Sachs removed the Bodoni-based ligature by Dalton Maag and trimmed the rounded caps, citing readability on small screens. The new logo again combines the 'G' and 'S', and connects the 'c' and 'h'.
The return to the joint venture symbolizes the bank's heritage and culture of partnership and is said to be inspired by Goldman's past, including its black-and-white emblem from the 1970s.
The iconic Goldman Blue has been reworked into a brighter, warmer shade. The background uses Goldman Blue and the logo is black. Where space allows, the wordmark Goldman Sachs is written in two lines, while in smaller areas the monogram is made up of the G and S.
The 'ch' ligature in the wordmark makes the rest of the letters feel loose. The bottom of the monogram looks like smeared ink, making the letters look distorted. However, I also think that symbolic meaning may be more important than visual balance when expressing a heritage with a long history.
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