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American Express using different font type


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The apps updated yesterday to have the "AM EX"


Pentagram worked closely on the project with Clayton F. Ruebensaal, Senior Vice President of Global Brand Management and Design at American Express. The challenge for the designers was strengthening a big brand for the small-space digital world, where it can be difficult to make a visual impact with detailed marks. This is especially important as consumers continue to transition to mobile and social platforms and digital commerce technologies. 


At the same time, the branding had to be effective in the physical world, where identities come to life in large-scale, environmental applications.

The logo and other familiar brand elements have been redrawn to thrive at various scales, from mobile phones, watches and digital payments to retail installations. Brand signifiers have been carefully redrawn to be more digitally legible and translate well to digital contexts such as the American Express app, Membership Rewards points, and Pay with Points. The system of graphic elements and patterns, along with photography and illustration, is adaptable, responsive and open, offering great flexibility in creating applications and expressions of the brand.


The identity preserves and enhances the iconic Blue Box logo, immediately recognizable as American Express. The composition of the Blue Box has been kept in place: two bars of outline lettering crossing through the center of a blue square. The designers redrew the letterforms and finessed the details of the inherently complex logotype, to render it in a bold, clear way that functions at both a large and small scale. The update also introduces an alternate logo for small-space digital use, such as Twitter and Instagram icons. This version of the Blue Box crops the larger wordmark to capture the “AM EX.”


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