Now accepting the history of the American Express logo.

In its 171 years of operations, American Express only redesigned its logo 3 times. The well-recognised ‘blue box’ logo was introduced in 1974 to convey the bank’s adaptation into modernism, and not much has changed to it since then.

In 2006, a radial gradient effect was added to the logo, resulting in a different shade of blue. This version was used until 2018 when design firm Pentagram removed the effect and gave the bank’s brand identity a full refresh to strengthen a big brand for the small-space digital world.

Only a trained eye can spot the differences between the 1974 and 2018 versions of the logo. The blue box still works its magic after 46 years. Good branding lasts.


Branding Agency, Melbourne