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Pentagram Gives American Express Its First Visual Identity Overhaul In 37 Years
By Izza Sofia, 10 Apr 2018
American Express has partnered with Pentagram to launch a new global identity titled ‘Powerful Backing: Don’t Do Business/ Don’t Live Without It’.
Pentagram’s Abbot Miller has redesigned the blue box logo—which was first introduced in 1975—making this American Express’ first identity overhaul in 37 years.
Works from Ogilvy, Mindshare, mcgarrybowen as well as Digitas are also featured in the new campaign. The advertising work was directed by Lance Acord and photographed by Mathieu Young.
The primary goal of the rebrand is to “reinvigorate the brand identity” and ensure the effectiveness of visual continuity across multiple platforms.
The new visual outlook also wishes to highlight American Express as a diverse business platform that plays an important role in consumers’ lives. The identity preserves the original blue box together with the composition of the bars, which outline the letters that cross through the blue square.
An alternate logo has also been created for small-space digital use such as on Instagram and Twitter. The revised version sees a cropped blue box and only capture the words, “Am Ex,” out of the full logo.
The new graphic elements and patterns, together with its photography and illustrations, allow greater flexibility in the branding. The redesign brings a more cohesive look, whilst making it adaptable and responsive.
It aims to represent the strength and simplicity of the company while building its iconography. See the redesign below.
[via It’s Nice That, images via Pentagram]
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