American Express is one of the world’s most trusted and recognized brands. Pentagram has refreshed the American Express visual identity, reasserting and amplifying the brand’s visual expression. The project sought to retool the iconic Blue Box logo, introduced in 1975, and to derive a typographic language that could also live outside the Blue Box, providing a bolder, more confident expression of the brand. The work was initiated as part of a larger communications project that highlights Amex as a diverse business and essential part of consumers’ lives.
