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.
Key Themes Behind This Trend
- Brand Logo Redesign
- Businesses can capitalize on the opportunity to update and modernize their brand logos to better represent their values and leverage multichannel marketing.
- Visual Identity Update
- Businesses can consider updating their visual identity, including typography and color palette, to make their brand more relevant and attractive to consumers.
- Alternate Logos for Digital Use
- Businesses can create alternate logos specifically for digital use that are optimized for social media platforms and mobile devices.
Where This Applies
- Marketing and Advertising
- Agencies and marketers can offer their services to businesses looking to revamp their brand logos to better connect with consumers and stay relevant.
- Graphic Design
- Professional graphic designers can offer their skills to businesses seeking to update their visual identity and create alternate logos for digital use.
- Branding and Identity
- Specialized firms can help businesses define their brand identity, values, and messaging, and create a comprehensive visual strategy for multichannel marketing.
