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American Express Identity Refresh
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.
Collaborators: Abbott Miller, Naresh Ramchandani, Kim Walker, Andrew Walters, Iris Lee, Clayton Ruebensaal, Jeremy Mickel
- Project Roles
- Designer
- Company
- Pentagram
- Skills
- Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Print
- Media
- Brand Identity, Branding, Campaigns, Typography
- Project Industries
- Finance
