Silverstein Goodby & Partners Is Born

Creative agency Goodby Silverstein & Partners (GS&P) today launched its design offering, Silverstein Goodby & Partners (SG&P).

While design has always been a major part of the agency’s offering since its early days of developing the iconic “got milk?” and HP logos, over the past two years, GS&P’s design revenue has increased by 237% across a wide variety of clients. Given this growth, the agency is relaunching its design practice under Rich Silverstein’s leadership.

“Our creative product has always come from big ideas, thanks to world-class strategy, conceptual creative directors, designers with a high degree of craft and strong in-house production,” said Rich Silverstein. “SG&P Design is truly integrated, and we are able to pressure-test our design systems across a full ecosystem of work. SG&P will enable us to get further faster and lean in to existing offerings like Brand Camp, which is our expedited six-week strategy sprint.”

Coinciding with the offering, SG&P Design is introducing a new secondary W logo for the Golden State Warriors, which will be unveiled today in alignment with their new Statement Edition uniform design for the upcoming 2024–2025 season.

“The Golden State Warriors are widely considered to have the greatest shooting backcourt in the game’s history. The new W logo represents the team’s renowned style of play by combining a ‘W’ for the ‘Warriors’ with a net symbolising three-point shooting. The ‘W’ monogram is designed to resemble a basketball net and rim, with the slight arch in the ‘W’ giving the impression of a ball dropping through the net. The icon also contains a hidden ‘W’ alluding to the word ‘WIN,’” said legendary streetwear designer Benny Gold, who designed the logo for SG&P along with a line of new merch that drops today.

This logo is part of an extensive seven-year relationship with the Warriors that included platforms like “Strength in Numbers” and Beyond28, the Warriors’ season-long platform launched in 2020 to celebrate and honour Black history and culture every day.

“The Warriors have a longstanding relationship with SG&P Design, and we have looked to them for their design expertise on numerous occasions,” said Amanda Chin, SVP of marketing for the Golden State Warriors. “Most recently, they helped us design a new secondary icon featuring a ‘W’ for ‘Warriors,’ which represents the netting on a basketball hoop. Benny Gold and the entire team at SG&P Design truly understand sports culture and know how to develop design solutions that people actually want to wear.”

Earlier this year, SG&P Design also designed the brand identity for Bay FC, the new women’s professional soccer team in the Bay Area and the latest expansion team of the National Women’s Soccer League. The team’s letterman jacket has become iconic, and its merchandise is already a Bay Area sports favourite. 

“Bay FC would not be the brand it is today without the help of SG&P Design. From naming the team to crafting our logo and brand story and designing everything from stadium signage to highly coveted merch, they know what it takes to build a brand that will reverberate in culture,” said Kristi Turner, Bay FC senior advisor.

Additional clients that SG&P Design has developed branding and identity for include Specialized Globe, a fully customised electric cargo bike; several prominent brands within the Blackstone portfolio; Comcast Business; and Advance SF, for its “It All Starts Here” branding to revitalise San Francisco.