New identity design for American Express

American Express logo design - New identity design

Pentagram gives American Express its first visual identity overhaul In 37 Years. Looks like they’ve mainly focused on scaling down and simplifying for social media and other platforms. 
Creating two versions a full version and a trimmed down ‘AmEx’ within a square. also ditching the gradient and opting for a flat blue.  Pretty straightforward but effective, I’d imagine AE thought this was a pretty radical step forward given they’ve done nothing with it for so long!
American Express Logo Graphic Designer Identity design American Express Branding

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