As part of its new global brand platform, Powerful Backing: Don’t Do Business / Don’t Live Without It, American Express has decided to revamp its visual identity with a new design by Pentagram's Abbot Miller. The iconic American Express blue box logo was first introduced in 1975, and this redesign is the first update to the brand's identity in 37 years. The Abbot Miller redesign logo plays off the iconic box logo but changes certain aspects to represent the strength and simplicity of the brand. The redesign also introduces an alternate logo for small digital use, such as Twitter and Instagram icons.
The Abott Miller redesigned American Express logo is part of the brand's larger initiative that aims to highlight Amex as a “diverse business and essential part of consumers’ lives.” The decision to revamp the logo was meant to epitomize this idea and shows the brand's ability to optimize itself across various platforms.