American Express’ logo evolved over time

Globally recognized, American Express collaborated with Pentagram, a leading logo designer company, to revamp its visual identity. The emphasis was on updating the iconic Blue Box logo from 1975 and crafting a versatile typographic language tailored for word mark logos.

This redesign emphasizes a bolder and more confident brand expression. Initiated as part of a broader communication project, it showcases American Express as a diverse business integral to consumers’ lives. For top-notch logo design services, Pentagram proves its excellence, making it a go-to logo designer company, especially for those seeking Word Mark logo design services in California.

American Express: Brand overview

American Express is one of the twenty largest banks in the United States, which in 2019 entered the top thirty most valuable brands globally. It was founded in 1850 as a shipping company but has expanded over time with a financial services division.

Meaning and History

American Express aimed to provide safety and quick financial operations for citizens and companies in the United States. Their logo reflects trustworthiness and quality of services, with minimal changes throughout its history.

The American Express Logo Evolution

1853–1974

For a long time, the inscription “AMERICAN EXPRESS CO.” Was used as a logo, executed in an old serif font. The letters were white in the middle and black at the edges.

1974–2018

In 1974 the most famous symbol of the company appeared — the so-called Blue Box. Its first version looked like a two-line “AMERICAN EXPRESS” lettering inside a blue square. The letters were separated from each other by wide white lines, but they merged in some places.

2006–2018

In the new millennium, designers have changed the palette and added a gradient with a smooth transition from white to blue. The center of the light spot was in the upper left corner of the square.

2018 — today

In 2018, branding agency Pentagram revamped the AmEx logo to suit digital media. The designers erased the gradient and made the image flat, thus reducing the number of pixels. This made the letters more legible.

Font and Colors

The Blue Box symbol unites several areas of American Express business. It has been in use since 1974, but only the latest version is considered the most expressive and looks good at any scale.

The entire square area is bright blue, except for the white lines that outline the company name. Outline letters were created in 1974, especially for the AmEx logo. In 2018, typographer Jeremy Mickel redesigned the lettering by changing and separating some of the signs.

The logo’s current minimalistic and robust design was accepted in 1975. It reflects clear and bright future and looks very straightforward and distinguishable.

Shape and colors

The logo is a blue square with the company’s name inside it written in caps. The simple design attracts clients and contributes to the company’s success. There are only two colors: sky blue and white. The letters and banded in white, which makes the name more prominent.

Blue emphasizes excellence, high spirits, freedom, and optimism. It is the combination of blue and white that creates a feeling of promising future and inspires clients to make an investment.

American Express color codes

FAQs

Who is on the American Express logo?

The current logo features only the American Express name written inside a blue square. But if we talk about the emblem, which was created in 1958, there is a person on it — a centurion or a gladiator.

Who owns American Express?

American Express has many owners. These are mainly institutional investors. Most of the shares are held by Berkshire Hathaway, Inc., The Vanguard Group, Inc., State Street Corporation, and Dodge & Cox.

What does American Express do?

American Express offers a wide range of banking services. These include the issuance of cards and paychecks, the provision of loans, the execution of transactions, financial advice, and much more.

What is the Amex slogan?

American Express’s advertising slogan is ‘Don’t Leave Home Without It.’

Conclusion

In collaboration with Pentagram, a renowned design company, American Express has undergone a transformative process, reimagining its visual identity to resonate with the modern digital landscape while honoring its rich heritage.

American Express has revamped its visual identity, leveraging 168 years of brand equity and iconography, to ensure consistency across various platforms and business channels. Pentagram, under Clayton F. Rueben Saal’s guidance, refined the logo and brand elements for effectiveness.

Additionally, an alternate logo tailored for small-space digital usage, such as social media icons, has been introduced, further enhancing the brand’s adaptability and relevance in today’s dynamic landscape of graphic design services and logo services