The true challenge—and opportunity—lied in balancing the history with modern relevance. The updated identity embraces this tension, blending the authority of a legacy brand with the energy, expressiveness, and adaptability demanded by today’s generation.
The core elements of the visual identity include the blue box logo, standalone logotypes, taglines, a defined color palette, and a typeface system. Technical guidelines outline how these components should be used in terms of composition, scale, context, and color. Designed applications illustrate how the identity balances the brand’s established sophistication with a more vibrant, expressive, and bold visual presence.
Rather than prescribing a single fixed look, the system empowers teams to express the brand with consistency and creativity. Whether it's a premium print piece, a social media story, or a global campaign, the identity flexes to meet the moment—while staying unmistakably American Express.
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White Space gives our messages room to breathe, reinforcing clarity, confidence, and sophistication. It’s a mark of a brand that doesn’t need to shout to be heard.
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Editorial Spirit transforms our communication from advertising to storytelling. We feature real leaders, cultural icons, and changemakers—people who live with ambition and inspire others to do the same.
- Juxtaposition honors our legacy while boldly embracing the future. Classic design details meet modern energy, creating a visual tension that keeps the brand both grounded and dynamic.
I contributed to the development of core visual identity elements, including the Centurion mark, the layout system for key communications, and a flexible design framework adaptable across applications—from digital ads to large-scale experiences like Coachella booths. I helped deliver a cohesive and scalable visual system that is now widely adopted across the brand.
Kim Walker, Kristy Gundry at Abbott Miller’s Team Pentagram, 2018.