Design direction by Pentagram:
Abbott Miller and Kim Walker
We worked with Pentagram to update the system of brand wordmarks for American Express.
We refreshed the typography in the iconic “Blue Box logo,” and developed a version of the lettering that could work outside the box as well. There was also a need for a shorthand version of the logo for small sizes, that utilized the familiar nickname of the brand: AMEX.
Images courtesy of Pentagram