AMEX BRAND SPIRIT American Express is a long-standing company with a well-established brand. The spirit of the American Express brand is modern, bold, classic, and confident. The brand’s expressive repertoire includes the iconic blue box logo, the p
MATERIAL QUALITIES We started by creating a set of materials that could be the foundation of the American Express environmental brand. Since the brand colors cannot be perfectly translated into materials, it was important to look at many different m
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DESIGN PRINCIPLES Design principles were established as reference points for American Express’ environmental brand. Spaces need to strike the right balance between invention and faithfulness to the brand. Taking too little interpretive license can r
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BRAND EXPRESSION The environmental expression of the American Express brand should follow the general traits expressed in the visual identity program. Its principle tenets are clarity, strength, simplicity, and elegance. The brand iconography provid
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SPATIAL TYPOLOGIES The spatial typologies of American Express range from offices and training facilities, to customer-facing lounges and storefronts, to sports and entertainment events. Because the spectrum of environments is so broad, there is an e
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