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Personnel Today

Goldman Sachs

by Personnel Today 27 Jun 2000
by Personnel Today 27 Jun 2000

For Norman Hathaway, creative director of the London design company Assorted Images (an American who’s worked in Europe for the past decade), Goldman’s Sachs’ corporate identity is decidedly underwhelming. “It’s faceless,” he says. “About the only thing you can say about it is that it looks like a generic 1970s logo. But if you were flicking through a phone book, it could just as easily pass for a company which cleans swimming pools as an investment bank.”

The use of the box device to contain the stacked words “Goldman” and “Sachs” is irrelevant, the exaggerated typeface slightly comical and lacking in authority.

Hathaway points to another boxed logo for UPS, designed by Paul Rand, the master of US corporate identity, which cleverly mimics a parcel, complete with bow on top. “It has a lightness of touch and humanity, which is lacking here. Personality can be conveyed very simply, but there’s no idea evident [in the Goldman Sachs logo].”

A case, then, for going back to the drawing board and coming back with a solution that reflects the aspirations of the company and its staff.

Personnel Today
Personnel Today

Personnel Today articles are written by an expert team of award-winning journalists who have been covering HR and L&D for many years. Some of our content is attributed to "Personnel Today" for a number of reasons, including: when numerous authors are associated with writing or editing a piece; or when the author is unknown (particularly for older articles).

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