Since 1975, American Express has been using the Blue Box Concept logo. To refresh the look of the company, I simplified the square next to the word AMEX which is an abbreviation for American Express. To show how the new logo looks when applying to the brand touch point, Platinum Card is an example in this project.
The first Platinum Card concept with the new logo is in vertical. The thought behind this idea is that we are using chip embedded credit cards more these days. So we moved the card information down to the bottom and are only keeping the chip on top. With this approach, the card holder can see their information while having their card in a card reader.
The second concept is the traditional horizontal card with a new logo and design. Using the original American Express design elements makes the new logo more recognizable. The new logo and card information are all on the left to balance with the gladiator symbol on the right.
Because these days, we don’t use the traditional credit card reader, I changed the card information from embossing to print. When we turn to the back of the card, the signature box is designed to be printed with card number watermark for security purposes.
• Redesign Brand Identity
• Design a new charge card