American Express

Style guide

Logos

A logo is a symbol, name or trademark of a company. Logos are used by companies because they represent a concise image of the company. A picture, as they say, can tell a thousand words. People generally find it easier to remember a simple image over words alone. Our eyes are drawn to visual objects and well designed logos add visual appeal to printed documents and web pages.[ref]

Colours

Consumers consciously or subconsciously choose products that align with their personal identities. Colors help consumers to categorize products and services, identify which are for them, and in turn make purchasing decisions between similar products.[ref]

Midnight Blue
#002663
Aa
American Express

Fonts

Typography is more than an accompaniment to your brand. It can be your brand. And even if your branding is heavy on graphics, all written words need fonts and styling.[ref]

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