American Express Logo

Posted by Ben Johnson

December 30, 2008

American Express started its operation in 1850 from New York. It was the company which started off in the great era of economic emergence of the United States and gained international recognition in a short span of time. The simple design of American Express logo portrays the true image of the simple and smart consumer services. The company used to have a picture of Viking in their logo as a trade mark, which they changed few years back and appeared with the current simplistic blue and white American Express logo design.

The modern American Express logo is a perfect square, with one third of empty area. The simple fonts only cover the central part of the whole logo, making it very much clear for the viewers.

Only blue and white colors are used in the American Express logo. Lighter shades of ocean blue are used in the background so as to give it an appealing looks. Likewise, the fonts are of the same ocean blue color outlined with the white. Bold and full caps fonts are used in the logos which are simple and visible in their appearance. You can see the “registration mark” in the bottom left corner making the design genuine and unique.

Ben Johnson is Alliance Manager at Logoinn, a logo design company. He writes about the effect of design on marketing and brand identity and helps small businesses find design solutions for effective marketing.