Brand profile

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Goldman Sachs
Brand DNA

Goldman Sachs

Goldman Sachs is an investment bank and asset manager advising corporations, institutions and governments on capital markets, mergers and investment.

72%
Background#FFFFFF
12%
Text#1A1A1A
7%
Primary#002D62
6%
Surface#1A1A1A
3%
Secondary#7399C6
Typography
Aa
GS SerifDisplay · Classic & editorialGS SansText · Sharp & flat

Restrained editorial typography. Headlines are set quietly, charts and tables are set with the same care as the prose.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

promise or imply a return

publish an outlook without its assumptions

present research as personal investment advice

Never says
guaranteedsure thingeasy moneycan't lose
Sounds like this

We see growth at two percent, and here is what would make us wrong.

Analytical and carefully hedged. Give the view, the assumptions and what would change it.

Audience

Institutional clients, corporate boards and investors who read the research note before anything else.

Loves

+A view with its assumptions attached

+Long client relationships

+Being early and being right

Loathes

×Forecasts with no accountability

×Advice without risk

×Short term noise

The hill it
would die on

A view is only worth reading if it says what would prove it wrong.

DensityBalanced
AlignmentLeft
MotionNone
AddressFormal
Goldman Sachs · brand DNA at a glance 10 of 12 traits
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