Designed a flexible identity system for a conference about typography and its connection to technical drawing. Utilized a palette of visual elements to convey the conference's vision and spirit across print, digital, 3D, and spatial media.
American Express Identity Refresh
Refreshed the American Express visual identity, reasserting and amplifying the brand’s visual expression. The project sought to retool the iconic Blue Box logo, introduced in 1975, and to derive a typographic language that could also live outside the Blue Box, providing a bolder, more confident expression of the brand.
Role
Intern
Team
Abbott Miller, Naresh Ramchandani, Kim Walker, Andrew Walters, Iris Lee, Clayton Ruebensaal, Jeremy Mickel
Completed at Pentagram
↓ Concept
The visual identity celebrates the remarkable design heritage of American Express, building on an extraordinary 168 years of brand equity and iconography. The new brand platform has maintained and magnified its unusually rich collection of brand elements, including its distinctive Centurion and World Service pattern.
↓ Design