2. Identity Design
3. Brand Campaign
4. Brand Guidelines
2023
As Goldman Sachs expanded deeper into consumer banking, we set out to evolve Marcus, transforming it into a brand that feels more human, digital, and relevant to a Gen Z–minded audience. In a crowded fintech landscape, our goal was to give Marcus a distinctive edge, anchored in confidence, modern prestige, and a bold new visual expression defined by vibrant green.
At the heart of the refresh is an iconic brand “m,” a symbol of approachability and design clarity, grounded by the signature underscore, a subtle nod to Marcus’s digital DNA and forward momentum. The result – a redefinition of Marcus for what’s next in banking.