American Express Logo

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american express logo
The American Express was founded in 1850 in New York, and now it is one of the world’s top joint stock companies. Over its history, it has placed great emphasis on logo design.

Meaning and history

American Express Logo history

Though the history of one of the most famous American banks starts in the middle of the 19th century, its visual identity hasn’t been changed much throughout the years. The logo of American Express has undergone only three redesigns, and the current version of its emblem almost completely repeats the one, created for the bank in 1974.

1953 — 1974

The very first logo for American Express was introduced in 1953 and followed all the trends of those times. It was a bold sans-serif inscription, set in one line, with its white letters outlined in thin black and shadowed. The lettering looked confident and sleek, evoking a sense of a reliable institution and professionalism. The “American Express Co” wordmark stayed untouched for more than a century until the new era came to the company in the 1970s.

1974 — 2018

The major redesign of 1974 made the American Express logo bright and modern. It was a bright blue square with a white and blue inscription on it, where the bold sans-serif capitals were outlined in thick white. The inscription was set in two levels, with the “American” part placed a bit on the left, and “Express” — closer to the right side of the square. The new bright blue and white color palette looked fresh and young, representing the progress of the company and its ability to change.

2006 — 2018

In 2006 the logo was refreshed by adding some gradient shades to its blue background. It made the image look dynamic and sleek, adding some motion and volume to the bank’s visual identity.

2018 — Today

In 2018 the famous Pentagram agency redesigned the American Express logo again, keeping the style, introduced in 1974, but refining the contours of the inscription and elevating its blue shade to a more intense one. The letter “C” on the new logo is overlapped by the next “A”, and this little detail makes the logo look different and contemporary. The ends of the letters “S” gained smooth diagonal cuts, which look elegant and stylish. As for the new, darker, shade of blue, it adds more confidence and trustworthiness to the company’s image.

Symbol

american express symbol

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

colors american express logo

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.