Pentagram gives iconic brand American Express a makeover

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  • Posted 1 week Ago

Design consultancy Pentagram has unveiled a total refresh of the American Express visual identity, subtly adjusting famous icons, such as the Blue Box logo, to bring them into the modern age. A "typographic language" was also developed to give the brand a "bolder, more confident" expression outside of the Blue Box.

Image courtesy of Pentagram

"One of the primary goals was to reinvigorate the brand identity and optimise its performance across various platforms, and bring visual continuity across geographies and business channels," says Pentagram. "The visual identity celebrates the remarkable design heritage of American Express in a smart and stylish way, building on an extraordinary 168 years of brand equity and iconography. The new brand platform has maintained and magnified its unusually rich collection of brand elements, including its distinctive Centurion and World Service pattern."

Image courtesy of Pentagram

An important part of the new visual identity was ensuring all brand elements can thrive at various scales, from smart watches to billboards, so everything was redrawn, and sometimes simplified, be more digitally legible. An alternative Blue Box was also created for small-space digital use, such as Twitter and Instagram icons, which crops the larger word mark and captures the "AM EX".

You can learn more about the project over on the Pentagram website.

Image courtesy of Pentagram

Image courtesy of Pentagram

Image courtesy of Pentagram

Image courtesy of Pentagram

Image courtesy of Pentagram

Image courtesy of Pentagram

Image courtesy of Pentagram

Image courtesy of Pentagram

Image courtesy of Pentagram

Image courtesy of Pentagram

Image courtesy of Pentagram