Since 2017, Goji has been developing, implementing, and operating private markets technology and services, built on the foundation of our five core values of curiosity, innovation, commitment, alignment and discipline.
Thanks to the efforts of our team and these guiding principles, we’ve come a long way in last 12 months. Not only have we grown both our team and our client base, but we’ve also built out our technological capabilities and have formally become part of the Euroclear family following the completion of the acquisition last month.
As Goji enters a new phase of development, we’ve undertaken a comprehensive review and redesign of our branding to ensure our visual identity reflects what the company stands for today and projects what we’re aiming to achieve in the coming months and years.
You might notice some changes throughout our website and overall brand. With some exciting recent updates here at Goji, I wanted to take this opportunity to share some of the thinking that has gone into our new visual identity.
The rebranding process has been an exciting milestone that represents our "growing up" as a recently acquired start-up, but with the same simplicity and fun, fast-moving culture that’s made Goji what it is from the very beginning.
The new look is designed to align us more closely with Euroclear, reflecting our common purpose to create infrastructure for financial services and our common culture that’s focused on building trust through deep domain expertise. We’ve incorporated the Euroclear red along with other elements of the Euroclear style to emphasise this shared approach, while at the same time, taken care to ensure we keep our unique Goji identity.
As part of our new brand, we have also rolled out our new logo. Notably, the dots above the ‘j’ and the ‘i’ in our name are now connected, representing our vision to create a connected global network for private funds, bridged by seamless transactions and services between managers, investors and intermediaries.
Our new branding adopts a minimalist and clean approach, focusing on simplicity and ease of understanding. The revamped website reflects our commitment to clear communication, making it easier for our clients to engage with us and access the information they need.
The final crucial consideration was to make sure people are front and centre. People and culture are key to our success – they’ve made Goji what it is today and will define our future.
We very much hope you like the new look and changes we’ve made as we enter the next phase of our growth. Thanks for your continued support for Goji and I look forward to everything we will achieve together going forward.
Sincerely, David Genn