American Express Company Logo Design Elements and History

The American Express Company logo has been a symbol of luxury and reliability for over a century. The logo's design elements have undergone several changes since its introduction in 1850.

The first logo featured a horse and rider, representing the company's horse-drawn carriage service. This design was used until 1975.

The iconic blue box logo was introduced in 1975, featuring a blue box with the company name in bold font. This design has remained largely unchanged to this day.

American Express is the latest company to simplify its logo, joining the likes of Windows, Apple, Google, Pepsi, and Facebook in the minimalist logo club.

The new logo is a flatter, bolder version of the original, with a cleaner design that's more legible and consistent across digital platforms.

The color gradient is gone, and the logo's letterforms have been tidied up.

A new cropped version of the logo, featuring an off-center "Amex", has been designed for small screens of mobile devices.

Pentagram partner Abbott Miller describes the new logo as "the haiku version of the original blue box logo."

The logo update preserves iconic visual assets like the centurion, the "member since" badge, and the World Service pattern, but represents them in a modern way.

American Express has a rich history, dating back to 1890 when it was founded as an express delivery company.

The company's first logos featured a guard dog perched on top of a crate, with the company name spray painted on its coat.

Simplifying logos results in fewer pixels and faster uploads, but it's also a rejection of the skeuomorphic fad of the 1990s.

The new logo conveys authenticity, according to Miller, who suggests that flatness looks more authentically digital than gradients and shadows.

The American Express logo is a perfect square, with one-third of its area as empty. This design element gives the logo the legibility it requires and makes it look clear enough to the viewers.

The logo features a bold and unique design, thanks to the simple and clear fonts present at the equator. These fonts are bold and caps locked, making them stand out.

The American Express logo is a beautiful blend of blue and white colors. The background is an ocean blue color that blends with lighter shades to provide a catchy sight.

The American Express logo's typography is quite distinctive. The fonts are simple and clear in their appearance.

The fonts are present at the equator of the logo and produce a very innovative design due to their bold and caps-locked look.

The fonts are outlined by white color and filled by the same blue color of the background.

A well-chosen color scheme can make or break a design. A good color scheme can evoke emotions and create a lasting impression.

Harmonious colors like blue and green can create a sense of calmness and serenity. For example, a nature-inspired design featuring a soothing blue and green color palette can promote relaxation.

Contrasting colors like red and yellow can create a sense of energy and excitement. This color combination is often used in designs that aim to grab attention, like advertisements or warning signs.

Monochromatic colors, on the other hand, can create a sense of sophistication and elegance. By using different shades of the same color, designers can add depth and interest to their design without overwhelming the viewer.

Incorporating color psychology can also help designers create a specific emotional response in their audience. For instance, the color orange is often associated with warmth and friendliness, making it a popular choice for children's products or hospitality designs.

Iconography is a crucial aspect of design, and it's all about using symbols, logos, and graphics to convey meaning and create visual interest. In the context of branding, a well-designed logo can make or break a company's image.

A logo is a type of icon that represents a company or organization, and it's often used in conjunction with typography to create a visual identity. The Nike swoosh, for example, is a simple yet effective logo that has become synonymous with the brand.

In the article on "Typography", we learned that typography plays a crucial role in communicating the tone and personality of a brand. A font can be used to create a sense of warmth and approachability, like in the case of the Coca-Cola logo.

American Express has joined the minimalist logo club, simplifying its iconic logo after 37 years.

The company's new logo is flatter and bolder, with a clean design that makes it more legible and consistent across digital platforms.

The changes are subtle but purposeful, with the color gradient removed and the letterforms cleaned up.

A new cropped version of the logo, featuring an off-center "Amex", has been designed for small screens of mobile devices.

This new design is described as the "haiku version" of the original blue box logo, which "snaps things into focus and puts your eye directly on what matters."

The branding update preserves the company's iconic visual assets, such as the centurion and the World Service pattern, while representing them in a modern way.

American Express's heritage is still intact, with the new logo paying homage to the company's 168-year history.

The company's archives show that there is incredible respect for the brand and affection for its imagery.

Simplifying logos results in fewer pixels and faster uploads, but it's also a rejection of the skeuomorphic fad of the 1990s.

Flatter logos convey authenticity, with the illusionism of gradients and shadows being seen as fake-looking.