Font licenses are expensive. It's far cheaper to take something like Helvetica, and make slight changes to each of the glyphs, and rebrand it.
For context, I used to work on Google Fonts.
For context, I used to work on Google Fonts.
> It's far cheaper to take something like Helvetica
Helvetica costs $$$ if you want to use it for commercial use. No more than any other font. Also, you cannot modify Helvetica, especially if you get it from Monotype (previously Linotype): https://www.myfonts.com/fonts/linotype/helvetica/
I suggest downloading FontForge and try to make your own ripoff. You'll be amazed at the complexity and the skill required to design a typeface. Adjusting kerning pairs alone will take weeks of meticulous work.
Having said that, though, if you're an organization looking for subtle branding through typography, you aren't gonna go for any font, commercial or otherwise, that's in wide use. For Goldman Sachs, the cost isn't the point -- it's not like they couldn't afford to license any font they wanted in perpetuity. The branding is.