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A new face for the firm

Sans

Sachs

Goldman

Goldman Sans is a clean, modern typeface designed for dense data-rich environments.

Credible

When we set out to design a custom typeface for Goldman Sachs, we knew that these three attributes would guide the decisions we made along the way. The font needed to draw from the firm's 150-year heritage while looking ahead to what Goldman Sachs wanted to be in the future.

Contemporary

Clear

Open apertures designed to allow for clarity.

From open letter shapes, enlarged x-height, and optical balancing of individual letterforms, we designed Goldman Sans with clarity in mind.

Small details, big impact

Added terminal in letters designed to improve recognition at small sizes.

A raised x-height is designed for clarity at small sizes.

Compact horizontal proportions are designed to use space efficiently.

Slight chamfered spurs, a small detail, is designed to open letter forms up further.

To be approachable without being whimsical, letter shapes are relatively unmannered. More distinctive treatments, however, pop up in lesser-used characters, such as the ampersand.

Neutral, with a wink

The generous curves of the @ and & signs sit in pleasing contrast to the more squared-off structure of most letterforms in Goldman Sans.

A double-story g is available as an alternate for more editorial uses.

It’s no secret that numbers are an important factor in Financial Services design. We began designing the numeric set at the very beginning of the process, with rounds of exploration and ideation.

We are numbers people.

44236765938203810283456 58737243133745896831372 25780078643221123673784 46978493204756687002106 3484O347563830392862492 64087812345678906120623 48674930282534209418737 34237532478641135609424 28475976982513390238915 8737243133745896831372

It is important for Goldman Sans to provide readability of large quantities of very small numbers.

TJUU

BHY

OPP

VHY

SOH

VJK

DDI

CORP

BKK

MCGOV

BKL

OITD

NHFD

FYT

CRAI

PIU

DGY

DNMM

CHYT

WEII

TOVR

PODER

VHU

PYT

NYC

LDN

$456.98M

$524.08M

$738.33M

$98.99M

$679.33M

$537.77M

$396.11M

$49.83M

$357.30M

$386.44M

$123.20M

$723.45M

$697.88M

$384.99M

$49.32M

$449.45M

$95.55M

$334.44M

$982.00M

$495.88M

$293.98M

$78.66M

$23.33M

$289.25M

$989.88M

$384.99M

63950966

556778

0685

3490

33789

898

26892556

7890784

2275

3409544

66423864

9683730

2123467

376547

889

3473493

294756

26979

1780

2345

212679

889

28925

63950966

7885

BUY

SELL

BUY

SELL

BUY

SELL

BUY

SELL

BUY

SELL

BUY

SELL

1,000,000

1,500

2,000,000

4,000

250,000

600,000

1,200

4,458,900

2,500,000

3,000

315,000

1,250,000

790,000

4,750,000

7,000,000

475,000

578,000

200,000

30,000

227,000

450,000

18,000

985,000

420,000

50,000

80,000

17.09%

56.78%

56.25%

19.78%

67.50%

7.85%

87.00%

34.25%

15.78%

9.34%

97.66%

76.25%

44.25%

76.35%

50.50%

42.98%

56.55%

47.34%

35.23%

98.35%

23.50%

56.87%

43.99%

42.06%

34.60%

11.34%

678

6120

3423

350

45208

239

452

879

2840

2311

85398

234

67900

6473

4678

235

3856

8600

534

420

9832

3890

1257

2454

562

1432

85,394.87

23,298.56

14,498.56

2,334.72

3,749.76

1,223.97

5,342.99

2,398.22

98,245.12

4,578.76

13,212.85

1,356.22

26,399.50

8,237.63

26,123.33

78,945.99

41,922.59

4,575.55

12,233.59

98,799.99

2,167.54

9,214.98

67,223.11

973.80

21,876.55

3,313.87

-22.45%

99.75%

-32.09%

-34.99%

98.08%

-23.11%

45.11%

98.55%

-12.77%

45.09%

-11.65%

99.76%

87.43%

-32.90%

-12.00%

-12.09%

55.98%

76.32%

-45.21%

-18.67%

77.21%

45.98%

-3.98%

86.23%

-23.34%

98.12%

723894.668

23949.834

204.900

2395.773

23.969

20389.949

211.828

2934.357

55592.456

23.932

3.936

1258.763

8384.883

204.890

293.126

9.308

2956.747

22.987

420.000

1230.990

358.370

2.490

223.070

22.482

1241.234

5623.768

Lots and lots of very small numbers.

Careful attention was given to design with distinction between commonly confused shapes. An additional diagonal emphasis at the junction of the 5 is designed to reduce any confusion for an S.

An additional diagonal emphasis at the junction of the 5 helps ensure that it does not get confused for an S.

Restrained uppercase character widths is designed to improve integration with tabular numbers. Fixed spacing across multiple weights is designed to ensure columns of numbers line up. By balancing optical weights of numerals and avoiding complex strokes that could disrupt clarity, Goldman Sans helps data obsessed people find the information in the noise.

GLS

PAO

3215478.24

HYY

HXY

HDY

RTO

IWP

LAK

TUR

GTS

POS

SDG

WPO

OGS

OGW

LAK

ETU

GSJ

HSD

QPI

AOW

IPD

FLP

WRE

JDL

CSD

LMS

XZP

VPD

MPO

MYT

DFG

MSD

NVF

OIO

SLH

REP

UXD

GSP

YTR

DPO

FER

MHG

TXR

MGF

SAL

QAO

XZL

YLK

SLG

IZP

GHX

HSO

APZ

CSO

UYV

XSA

RDS

RTA

RTG

IPO

LOS

MLC

APO

ZLP

POR

PPR

PPK

PPX

PPR

DMS

QST

YTF

MOJ

BCD

SPL

ZXL

CPL

QPL

APL

NOP

COH

DEX

SXZ

CSD

COL

COZ

CDH

COH

HFG

THG

UJY

FDE

SVX

LNG

MOI

TPG

TPZ

TPR

GFH

LMS

PSC

MOP

ZML

HJF

TNM

TSC

TSH

NMT

MOP

MBX

BFD

NGH

XDG

iGT

IBC

IBN

IBM

4578425.14

3125478.23

3424597.12

3414578.35

3404258.78

3409254.75

3409814.28

3409814.78

3409856.78

1458752.12

1247854.45

4582474.68

3587936.67

2365894.28

4587365.64

1254856.25

4232654.27

4167235.69

4167789.67

1256375.02

2368954.23

3625875.32

2365482.45

7542698.32

2923561.02

2912478.05

2938145.14

2938153.00

2938543.00

2458752.36

1458753.02

2458697.36

7423658.02

4785965.01

7853695.02

2945821.00

2975896.01

2911759.00

2911110.00

2365874.36

1529685.56

1212548.95

1245987.95

1569874.93

1287541.78

1285268.80

1284584.95

1281529.96

1284629.96

2458712.03

3125478.04

4785696.05

3458793.03

5698423.66

3452563.03

3236589.20

3412358.05

3126125.05

3456982.03

4598762.12

3698542.20

2125698.15

4587523.15

2523654.25

1253622.24

2312548.15

2391254.25

4595855.15

2395855.15

8125896.11

1485236.14

8256984.22

7586321.24

4582362.33

2548736.11

2566736.11

8236712.18

8236732.11

8236736.11

1458236.00

1458745.01

8236954.02

1254698.03

8123681.04

1458263.05

8212534.05

8212536.06

8125682.01

8294582.00

9124596.23

1253695.25

9125487.10

9125484.05

9125364.00

9312358.15

9371258.05

9373644.00

9315264.00

9373644.00

1425896.65

1254853.12

1254852.65

1212535.63

1283645.63

1212458.58

2365145.63

1212545.63

1281236.63

1283645.63

1425638.17

1425963.18

8252359.23

4529681.19

9758421.18

9412596.20

9412536.20

4586214.19

9472120.17

9472520.17

With six roman weights, three italic weights, and two condensed weights, Goldman Sans is poised to serve the firm for years to come.

Credits: Creative Direction + Design @ Dalton Maag: Bianca Berning and Rob Pratley Creative Direction @ Goldman Sachs: Michael Craig Goldman Sans Animation: Carlos A. Tovar

+Goldman Sans Thin

+Goldman Sans Light

+Goldman Sans Regular

+Goldman Sans Medium

+Goldman Sans Bold

+Goldman Sans Black

+Goldman Sans Italic

+Goldman Sans Medium Italic

+Goldman Sans Bold Italic

+Goldman Sans Condensed Bold

+Goldman Sans Condensed Regular

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+Goldman Sans Medium Italic

+Goldman Sans Bold Italic

+Goldman Sans Condensed Bold

+Goldman Sans Condensed Regular

+Goldman Sans Thin

+Goldman Sans Light

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+Goldman Sans Medium

+Goldman Sans Bold

+Goldman Sans Black

+Goldman Sans Italic

+Goldman Sans Medium Italic

+Goldman Sans Bold Italic

+Goldman Sans Condensed Bold

+Goldman Sans Condensed Regular

+Goldman Sans Thin

+Goldman Sans Light

+Goldman Sans Regular

+Goldman Sans Medium

+Goldman Sans Bold

+Goldman Sans Black

+Goldman Sans Italic

+Goldman Sans Medium Italic

+Goldman Sans Bold Italic

+Goldman Sans Condensed Bold

+Goldman Sans Condensed Regular

+Goldman Sans Light

+Goldman Sans Regular

+Goldman Sans Medium

+Goldman Sans Bold

+Goldman Sans Black

+Goldman Sans Italic

+Goldman Sans Medium Italic

+Goldman Sans Bold Italic

+Goldman Sans Condensed Bold

+Goldman Sans Condensed Regular

+Goldman Sans Thin

+Goldman Sans Light

+Goldman Sans Regular

+Goldman Sans Medium

+Goldman Sans Bold

+Goldman Sans Black

+Goldman Sans Italic

+Goldman Sans Medium Italic

+Goldman Sans Bold Italic

+Goldman Sans Condensed Bold

+Goldman Sans Condensed Regular