Key takeaways:

• 57% like or love the new logo
• 34% are indifferent to the changes, while few dislike it.

Objective: Goldman Sach’s lowkey logo update returns some characteristics of the pre-2020 logo. We wanted to know how people perceive this new (old) logo.

Question: Do you like the new Goldman Sachs logo?

• I love it!
• I like it
• I neither like nor dislike it
• I dislike it
• I hate it!

Audience: A representative panel of Americans aged 18 – 64.

Overall Results

• 57% like or love the new logo
• 34% are indifferent to the changes, few dislike it.

 Do you like the new Goldman Sachs logo?

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Gender Breakdown

• 72% of men vs 46% of women like or love the logo

Men

 Do you like the new Goldman Sachs logo?

Women

 Do you like the new Goldman Sachs logo?

Professional Experience

• Senior employees have a stronger response to the logo: 29% love it, vs 21%.

More Senior (C-Suite, VP, Director)

Less Senior (Manager, Associate, Assistant)

Age Breakdown

18 – 24

Do you like the new Goldman Sachs logo?

25 – 34

Do you like the new Goldman Sachs logo?

35 – 44

Do you like the new Goldman Sachs logo?

45 – 54

Do you like the new Goldman Sachs logo?

55 – 64

Do you like the new Goldman Sachs logo?

Conclusion

Goldman Sachs’s subtle logo changes are well received, particularly among men and an audience of more senior professionals.

If you’re interested in digging deeper into our findings, or asking your own questions on consumer, branding and worklife topics, contact thom@atomradar.com to learn more.

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About The Author

Thom Davies

Thom Davies is a researcher at AtomRadar and content strategist for Atom.com. His background in quantitative and qualitative analysis is the foundation for data-led brand strategy.

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