American Express

Official Websites

• https://www.americanexpress.com
• https://www.americanexpress.com/en-us/account/login
• https://www.americanexpress.com/us/merchant/merchant-home.html
• https://www.americanexpress.com.tr
• https://www.americanexpress.com/fr-fr
• https://www.americanexpress.com/de-de
• https://www.americanexpress.com/de-at
• https://www.americanexpress.ch/de
• https://www.americanexpress.ch/fr
• https://www.americanexpress.ch/it
• https://www.americanexpress.ch/en
• https://www.americanexpress.com/en-sg
• https://www.americanexpress.com/it-it
• https://www.americanexpress.com/en-ph/network
• https://www.americanexpress.com/en-ca
• https://www.americanexpress.com/fr-ca
• https://www.americanexpress.com/be
• https://www.americanexpress.com/en-gb
• https://www.americanexpress.ae/en-ae
• https://www.americanexpress.ae/ar-ae
• https://www.americanexpress.com.qa/en-qa
• https://www.americanexpress.com.qa/ar-qa
• https://www.americanexpress.com.bh/en-bh
• https://www.americanexpress.com.bh/ar-bh
• https://www.americanexpress.com/es-es
• https://www.americanexpress.com/us

Brand Guidelines

2017

Brand Summary

Mission

• To deliver award-winning Relationship Care service and empower customers to live life and do business without limitations, backed by the strength and reliability of American Express.

Core Values

• service
• trust
• reliability
• confidence
• innovation

Target Audience

• Individuals and businesses seeking premium financial services, rewards, and support for travel, shopping, and business growth.

Personality Traits

• confident
• modern
• trustworthy
• premium
• supportive

Visual Identity Overview

• The visual identity is defined by the prominent Blue Box Logo, a color palette of bright and deep blues with supporting neutrals, custom-drawn logotypes, and a combination of contemporary sans-serif (Benton Sans) and elegant serif (Guardian) typography. The style is clean, minimalistic, and emphasizes legibility, continuity, and brand integrity across all applications.

Categories

Brand Imagery

• The Blue Box Logo should appear prominently on all American Express communications. The Alternate Logo, (cropped to AM EX) is reserved for small scale digital use. One of the two Logotypes may be used in place of the Logo, however the Logo can still be used smaller, to complement the Logotype.
• The typography of the Blue Box Logo, Blue Box Logo Alternate, and Logotypes has been custom drawn for visual continuity throughout the identity system. Each asset has also been drawn to maintain legibility and integrity at scales from very small to environmental.
• See pages 10 and 20 for Blue Box Logo usage, scales, file types and color rules.
• See pages 11 and 20 for Blue Box Logo Alternate usage, scales, file types and color rules.
• See pages 12 and 20 for Logotype usage, scales, file types and color rules.
• The Blue Box Logo is the core visual expression of American Express. It should be used prominently on all American Express communications. The Logotype (see page 12) may be used in place of the Blue Box Logo, however the Logo can still be used smaller, to complement — i.e. back cover; bottom of ad; within a group of applications (envelope for letterhead); etc.
• The Logo has been drawn to maintain legibility/continuity throughout the visual identity (from small to environmental scales). Four scale versions have been provided (see right). The Logo should not be scaled below the minimum sizes (per scale) found on this page.
• The Blue Box Logo can be placed on imagery as long as it maintains maximum legibility.
• The Blue Box Logo files, custom drawn (individually for print and then digital) to work at different scales, should never be recreated or modified. To maintain consistency, legibility, and brand integrity, please use only the files supplied, in their correct type (print versus digital) at their correct scales.
• Use only the colors, as specified on pages 19–21.
• A set of files have been provided with the Registration Mark; if needed please consult the brand support team.
• The Blue Box Logo files have been provided at four scales: Small, Regular, Large, and Extra Large (environmental).
• The height of the Blue Box Logo determines the scale version (at right) that should be used.
• In an application, when the Blue Box height is: .325 to .45" or 40 to 50 pixels use the small scale .45 to 1" or 50 to 110 pixels use the regular scale 1 to 4.25" or 110 to 410 pixels use the large scale 4.25" and above or 410 pixels and above use the extra large scale
• Note: If the Logo’s height is a shared, meeting number (e.g. .45", or 1"), please use the larger scale.
• To ensure proper legibility, the Blue Box Logo files should not be used in sizes smaller than those listed above, right (per scale).
• For small scale applications the “small” Logo should never be used smaller than a height of .325" or 40 pixels.
• Minimum height of SMALL scale Logo: .325" or 40 pixels
• Exception: If a Blue Box Logo is needed at a height below the minimum above, the Alternate Logo may be substituted: from 175” or 22 pixels, up to .325" or 40 pixels (minimum above).
• The Blue Box Logo assets are available in these file-types: print (eps files) pms coated pms uncoated and cmyk (4-color) Note: B/W files are supplied as well. The B/W files should ONLY be used on 1-color, black-only, print applications (like a black-and-white newspaper ad). rgB digital (svg, png, jpg) Note: EPS (and InDesign) “Digital Master Files” have been provided. These can be used, as needed, to generate any alternate SVG, PNG and JPG files.
• The Blue Box Logo, Alternate was created to make a powerful impression in a small space world. This logo should be reserved for American Express social media, app use, and mobile contexts where scale is restricted (e.g. mobile banners).
• The Blue Box Logo Alternate is a supporting logo only; research indicates that our audience prefers the “American Express” logo remain foremost. The Alternate Logo should only replace the core Blue Box Logo in the small scale, digital environ-ments (noted above) where its clarity and boldness excels.
• The Logo has been drawn to maintain legibility/continuity throughout the visual identity (from extra small to regular scales). Three scale versions have been provided (see right). The Logo should not be scaled below the minimum sizes (per scale) found on this page.
• The Blue Box Logo, Alternate files, custom drawn to work at different scales, should never be recreated or modified. To maintain consistency, legibility, and brand integrity, please use only the files supplied at their correct scales.
• The Blue Box Logo, Alternate files have been provided at three scales: Extra Small, Small, and Regular.
• In an application, when the Blue Box (Alternate) height is: .175 to .225" or 22 to 32 pixels use the extra small scale .225 to .45" or 32 to 50 pixels use the small scale .45" to 4" or 50 to 450 pixels use the regular scale
• Note: If the Logo’s height is a shared, meeting number (e.g. .225", or .45"), please use the larger scale.
• Exception: The regular Logo can be scaled above 4" and 450 pixels, but such use must be approved by the brand support team.
• For small scale applications the “extra small” Logo should never be used smaller than a height of .175" or 22 pixels.
• Minimum height of EXTRA SMALL scale Logo: .175" or 22 pixels
• The Blue Box Logo, Alternate assets are available in these file-types: digital (svg, png, jpg) rgB Note: EPS (and InDesign) “Digital Master Files” have been provided. These can be used, as needed, to generate any alternate SVG, PNG and JPG files.
• Two versions of the Logotype have been provided: a Single-Line version and a Stacked version. Either Logotype may be used on any application, per design preference and spatial requirements.
• The Logotypes may be used in place of the Blue Box Logo, however the Logo can still be used smaller, to complement — i.e. back cover; bottom of ad; within a group of applications (envelope for letterhead); etc.
• The Logotypes should not be scaled below the minimum size found on this page.
• The Logotypes can be placed on imagery as long as it maintains maximum legibility.
• Please see page 20, for Logotype color use.
• The custom drawn Logotype files should never be recreated or modified. To maintain consistency and brand integrity, please use only the files supplied.
• Use only the sizes and colors, as specified.
• To ensure proper legibility, the Logotype files should not be used in sizes smaller than a .05" or 7 pixels Cap-Height. (The Cap-Height is determined by the height of a single line of capital letters.)
• The two Logotypes have no maximum scale limit.
• The Logotype assets are available in these file-types: print (eps files) pms coated pms uncoated cmyk (4-color) and reverse_white Note: B/W files are supplied as well. The B/W files should ONLY be used on 1-color, black-only, print applications (like a black-and-white newspaper ad). digital (svg, png, jpg) rgB Note: EPS “Digital Master Files” have been provided. These can be used, as needed, to generate any alternate SVG, PNG and JPG files.
• Clearspace around an Identity Assets is critical in order to separate the asset from other communication elements and ensure clarity and prominence. The diagrams, at right, show the minimum amount of clearspace space required.
• Maintain at least 1/3 “X” (where X = height of the Blue Box Logo) between the Logo and any accompanying element.
• Maintain at least 3 “X” (where X = Cap­Height of the Logotype) between the Logotype and any accompanying element.
• These four exceptions are not bound to the above clearspace rules. 1. Bleeding the Blue Box off one or more edges. (Before producing please consult your vendor for advice.) 2. Digital apps and avatars, etc. where cropping is mandatory. 3. Emphatic use of the either the Logo or Logotype (bleeds or tight to edges). 4. “Pattern” Logotype cropping (such as on folders or totes, etc.).

Color Palette

• If the communications piece includes color, use only the brand color. The brand color palette is comprised of a bright blue, deep blue, and a neutrals palette.
• The American Express Color Palette consists of a Primary Palette (Bright and Deep Blue) and a Neutrals Palette (White, Black, and a suite of Grays).
• bright blue pms 285 coated pms 2195 uncoated cmyk 98.44.0.0 rgB 0.111.207 hex #006fcf general note In print, PMS is preferred. When budget constraints prohibit the use of PMS colors, their CMYK equivalents (outlined here) should be used. Printing with CMYK can produce varied results. Please work your printer to ensure the CMYK values are as close a match to the PMS as possible (proofing recommended). For digital applications, the RGB/HEX values should be used.
• deep blue pms 2757 coated pms 287 uncoated cmyk 100.90.0.30 rgB 0.23.90 hex #00175a
• white pms none cmyk 0.0.0.0 rgB 255.255.255 hex #ffffff
• gray 6 pms cool gray 6 on coated and uncoated cmyk 0.0.0.52 rgB 167.168.170 hex #a7a8aa The entire PMS Cool Gray family may be used: Cool Gray 1 through 11. Cool Gray 6 should be used most frequently in color fields and type.
• gray 1 pms cool gray 1 on coated and uncoated cmyk 0.0.0.11 rgB 217.217.214 hex #d9d9d6
• gray 2 pms cool gray 2 on coated and uncoated cmyk 0.0.0.17 rgB 208.208.206 hex #d0d0ce
• gray 3 pms cool gray 3 on coated and uncoated cmyk 0.0.0.25 rgB 200.201.199 hex #c8c9c7
• gray 7 pms cool gray 7 on coated and uncoated cmyk 0.0.0.60 rgB 151.153.155 hex #97999B
• black pms Black on coated and uncoated cmyk 40.20.20.100* rgB 0.0.0 hex #000000
• • When budget constraints make cmyk necessary, a rich/cool black can be created with the formula above. If very small (under 6pt type) is knocking-out of black, use 100K only. Consult printer.
• gray 8 pms cool gray 8 on coated and uncoated cmyk 0.0.0.68 rgB 136.139.141 hex #888B8d
• gray 9 pms cool gray 9 on coated and uncoated cmyk 0.0.0.77 rgB 117.120.123 hex #75787B
• gray 4 pms cool gray 4 on coated and uncoated cmyk 0.0.0.35 rgB 187.188.188 hex #BBBcBc
• gray 10 pms cool gray 10 on coated and uncoated cmyk 0.0.0.85 rgB 99.102.106 hex #63666a
• gray 5 pms cool gray 5 on coated and uncoated cmyk 0.0.0.44 rgB 177.179.179 hex #B1B3B3
• gray 11 pms cool gray 11 on coated and uncoated cmyk 0.0.0.94 rgB 83.86.90 hex #53565a
• The Blue Box Logo should only be rendered in Bright Blue. The selected background color or image area should always allow for optimal Blue Box Logo legibility.
• One exception to the rule above. the Blue Box Logo can be Black when the application is 1-color, Black-only (i.e. newspaper ad).
• The Blue Box Logo should never be rendered in Reverse/White.
• The Blue Box Logo, Alternate should only be Bright Blue. The selected background color or image area should always allow for optimal Blue Box Logo legibility.
• Since the Blue Box Logo, Alternate will be used in digital applications only, a Black logo should never be needed.
• Both Single-Line and Stacked Logotypes may be rendered in Bright Blue, Deep Blue. Reverse/White. or Cool Gray 1-11. No other color is permissable.
• The Logotypes should only be black when the application is 1-color, black-only.
• The Taglines may be rendered in Bright Blue, Deep Blue, Reverse/White. or Cool Gray 1-11. No other color is permissable. NOTE: A two-color Tagline (where the sans serif and script fonts are different colors) may only be used in an application when the Tagline is the sole element of visual interest (i.e. simple banner).
• The Taglines should only be black when the application is 1-color, black-only.
• Two blue hues, grays (1-11), black and white comprise the brand color palette of American Express.
• White (white space) plays the most dominant role, followed by the American Express iconic blues: Bright Blue and Deep Blue. Gray supports the palette when a neutral is useful.
• Black should only be used when needed for type or graphic elements (see page 33). In contexts where the use of color is not an option (i.e. newspaper ad) the assets can be black (see page 20).
• The master brand color ratio applies to the brand as a whole. Individual applications, departments, or programs, etc., may chose their own ratios; but, if all the brand pieces were to be evaluated as a group, this master brand ratio would be the ideal.

Typography

• If the communications piece includes copy, use only the brand typography. The brand typography is comprised of the san serif font “Benton Sans” and the serif font “Guardian”, These two fonts may be used in four combinations.
• The typography of the Blue Box Logo, Blue Box Logo Alternate, and Logotypes has been custom drawn for visual continuity throughout the identity system. Each asset has also been drawn to maintain legibility and integrity at scales from very small to environmental.
• Benton is a contemporary, sophisticated typeface with a spectrum of weights and styles. Benton includes two different styles: Roman and Small-Cap, in eight different weights.
• Use Benton for display and supporting type (body copy, caption, etc.). With an extensive family, Benton can be used in all contexts: collateral, signage and digital. One exception: in cases where systems fonts are necessary.
• Thin, Extra Light and Light weights should be used for display type such as titles or quotes.
• Medium, Bold, and Black should be more-sparingly used for emphasis and hierarchy.
• Small-Caps can be used for emphasis, especially for the first word/line of text, or as a subhead.
• Tracking for Capitals and Small-Caps should be set between 10–50 points. Don’t mix Capitals with Small-Caps in the same word or sentence/phrase.
• Make sure your text rags do not have distracting bulges/shaping. Avoid widows (single word on last line of paragraph).
• Capital or Small-Cap text, within body copy, should not run for longer than three lines; one preferred.
• Capital or Small-Cap titles, with short lines lengths, can run as long as needed.
• Avoid excessively-long body copy line lengths; the optimal line length for your body copy is 50–75 characters.
• Guardian Text and Guardian are an elegant typeface pair with a spectrum of weights and styles. Guardian Text includes two different styles: Roman and Small-Cap, in four different weights. Guardian includes one style: roman, in eight different weights.
• Use Guardian for display type, and Guardian Text for supporting type (body copy, caption, etc.). With an extensive family, these two fonts can be used in all contexts: collateral, signage and digital. Two exceptions: in cases where systems fonts are necessary; in digital media Benton Sans is favored for supporting type.
• Hairline, Thin and Light weights should be used for display type such as titles or quotes.
• Medium, Semibold, Bold, and Black should be more-sparingly used for emphasis and hierarchy.
• American Express brand fonts may be used in the four combinations seen below. Benton Sans or Guardian can be used exclusively within a single piece, or they can be combined to set-off information. The coolness of Benton Sans can be warmed up by the humanistic character of Guardian. The examples below demonstrate the cool-to-warm spectrum that all-Benton, all-Guardian, and mixed font applications can provide. Rather than having strict roles within the system, the two typefaces can be thought of as allowing more breadth of expression and functioning to create a dialogue within the identity system.

Logo Usage

• The Blue Box Logo should appear prominently on all American Express communications. The Alternate Logo, (cropped to AM EX) is reserved for small scale digital use. One of the two Logotypes may be used in place of the Logo, however the Logo can still be used smaller, to complement the Logotype.
• The typography of the Blue Box Logo, Blue Box Logo Alternate, and Logotypes has been custom drawn for visual continuity throughout the identity system. Each asset has also been drawn to maintain legibility and integrity at scales from very small to environmental.
• See pages 10 and 20 for Blue Box Logo usage, scales, file types and color rules.
• See pages 11 and 20 for Blue Box Logo Alternate usage, scales, file types and color rules.
• See pages 12 and 20 for Logotype usage, scales, file types and color rules.
• The Blue Box Logo is the core visual expression of American Express. It should be used prominently on all American Express communications. The Logotype (see page 12) may be used in place of the Blue Box Logo, however the Logo can still be used smaller, to complement — i.e. back cover; bottom of ad; within a group of applications (envelope for letterhead); etc.
• The Logo has been drawn to maintain legibility/continuity throughout the visual identity (from small to environmental scales). Four scale versions have been provided (see right). The Logo should not be scaled below the minimum sizes (per scale) found on this page.
• The Blue Box Logo can be placed on imagery as long as it maintains maximum legibility.
• Please see page 20, for Logo color use.
• The Blue Box Logo files, custom drawn (individually for print and then digital) to work at different scales, should never be recreated or modified. To maintain consistency, legibility, and brand integrity, please use only the files supplied, in their correct type (print versus digital) at their correct scales.
• Use only the colors, as specified on pages 19–21.
• A set of files have been provided with the Registration Mark; if needed please consult the brand support team.
• The Blue Box Logo files have been provided at four scales: Small, Regular, Large, and Extra Large (environmental).
• The height of the Blue Box Logo determines the scale version (at right) that should be used.
• In an application, when the Blue Box height is: .325 to .45" or 40 to 50 pixels use the small scale .45 to 1" or 50 to 110 pixels use the regular scale 1 to 4.25" or 110 to 410 pixels use the large scale 4.25" and above or 410 pixels and above use the extra large scale
• Note: If the Logo’s height is a shared, meeting number (e.g. .45", or 1"), please use the larger scale.
• To ensure proper legibility, the Blue Box Logo files should not be used in sizes smaller than those listed above, right (per scale).
• For small scale applications the “small” Logo should never be used smaller than a height of .325" or 40 pixels.
• Minimum height of SMALL scale Logo: .325" or 40 pixels
• Exception: If a Blue Box Logo is needed at a height below the minimum above, the Alternate Logo may be substituted: from 175” or 22 pixels, up to .325" or 40 pixels (minimum above).
• The Blue Box Logo assets are available in these file-types: print (eps files) pms coated pms uncoated and cmyk (4-color) Note: B/W files are supplied as well. The B/W files should ONLY be used on 1-color, black-only, print applications (like a black-and-white newspaper ad). rgB digital (svg, png, jpg) Note: EPS (and InDesign) “Digital Master Files” have been provided. These can be used, as needed, to generate any alternate SVG, PNG and JPG files.
• The Blue Box Logo, Alternate was created to make a powerful impression in a small space world. This logo should be reserved for American Express social media, app use, and mobile contexts where scale is restricted (e.g. mobile banners).
• The Blue Box Logo Alternate is a supporting logo only; research indicates that our audience prefers the “American Express” logo remain foremost. The Alternate Logo should only replace the core Blue Box Logo in the small scale, digital environ-ments (noted above) where its clarity and boldness excels.
• The Logo has been drawn to maintain legibility/continuity throughout the visual identity (from extra small to regular scales). Three scale versions have been provided (see right). The Logo should not be scaled below the minimum sizes (per scale) found on this page.
• The Blue Box Logo Alternate files, custom drawn to work at different scales, should never be recreated or modified. To maintain consistency, legibility, and brand integrity, please use only the files supplied at their correct scales.
• The Blue Box Logo, Alternate files have been provided at three scales: Extra Small, Small, and Regular.
• Blue Box Logo, Alternate, In an application, when the Blue Box (Alternate) height is: .175 to .225" or 22 to 32 pixels use the extra small scale .225 to .45" or 32 to 50 pixels use the small scale .45" to 4" or 50 to 450 pixels use the regular scale
• Note: If the Logo’s height is a shared, meeting number (e.g. .225", or .45"), please use the larger scale.
• Exception: The regular Logo can be scaled above 4" and 450 pixels, but such use must be approved by the brand support team.
• For small scale applications the “extra small” Logo should never be used smaller than a height of .175" or 22 pixels.
• Minimum height of EXTRA SMALL scale Logo: .175" or 22 pixels
• The Blue Box Logo, Alternate assets are available in these file-types: digital (svg, png, jpg) rgB Note: EPS (and InDesign) “Digital Master Files” have been provided. These can be used, as needed, to generate any alternate SVG, PNG and JPG files.

Tone And Messaging

• On promotional, offering, and advertising pieces the Tagline is a mandatory element. In transactional or informational pieces where the tagline is too promotional or unnecessary, or in situations with space limitations, the tagline can be eliminated.
• The Taglines convey critical brand messaging and should be used whenever possible: promotional, offerings, services, advertising pieces, etc. It need not be a part of informational and transactional pieces in which the Tagline would feel out of place, or overly promotional.

Visual Style

• The Blue Box Logo should appear prominently on all American Express communications. The Alternate Logo, (cropped to AM EX) is reserved for small scale digital use. One of the two Logotypes may be used in place of the Logo, however the Logo can still be used smaller, to complement the Logotype.
• If the communications piece includes color, use only the brand color. The brand color palette is comprised of a bright blue, deep blue, and a neutrals palette.
• If the communications piece includes copy, use only the brand typography. The brand typography is comprised of the san serif font"Benton Sans" and the serif font “Guardian”, These two fonts may be used in four combinations.
• On promotional, offering, and advertising pieces the Tagline is a mandatory element. In transactional or informational pieces where the tagline is too promotional or unnecessary, or in situations with space limitations, the tagline can be eliminated.
• The typography of the Blue Box Logo, Blue Box Logo Alternate, and Logotypes has been custom drawn for visual continuity throughout the identity system. Each asset has also been drawn to maintain legibility and integrity at scales from very small to environmental.
• See pages 10 and 20 for Blue Box Logo usage, scales, file types and color rules.
• See pages 11 and 20 for Blue Box Logo Alternate usage, scales, file types and color rules.
• See pages 12 and 20 for Logotype usage, scales, file types and color rules.

Iconography

• The Blue Box Logo should appear prominently on all American Express communications. The Alternate Logo, (cropped to AM EX) is reserved for small scale digital use. One of the two Logotypes may be used in place of the Logo, however the Logo can still be used smaller, to complement the Logotype.
• The typography of the Blue Box Logo, Blue Box Logo Alternate, and Logotypes has been custom drawn for visual continuity throughout the identity system. Each asset has also been drawn to maintain legibility and integrity at scales from very small to environmental.
• See pages 10 and 20 for Blue Box Logo usage, scales, file types and color rules.
• See pages 11 and 20 for Blue Box Logo Alternate usage, scales, file types and color rules.
• See pages 12 and 20 for Logotype usage, scales, file types and color rules.

Layout And Composition

• The Blue Box Logo should appear prominently on all American Express communications. The Alternate Logo, (cropped to AM EX) is reserved for small scale digital use. One of the two Logotypes may be used in place of the Logo, however the Logo can still be used smaller, to complement the Logotype.
• The typography of the Blue Box Logo, Blue Box Logo Alternate, and Logotypes has been custom drawn for visual continuity throughout the identity system. Each asset has also been drawn to maintain legibility and integrity at scales from very small to environmental.
• See pages 10 and 20 for Blue Box Logo usage, scales, file types and color rules.
• See pages 11 and 20 for Blue Box Logo Alternate usage, scales, file types and color rules.
• See pages 12 and 20 for Logotype usage, scales, file types and color rules.

2018

Brand Summary

Mission

• To connect people and businesses to the American Express brand through clear, consistent, and impactful visual and communication standards, emphasizing professionalism, trustworthiness, and customer-centric relationships [^1].

Core Values

• clarity
• legibility
• consistency
• diversity
• authenticity
• customer-centricity
• premium positioning
• integrity
• loyalty
• inclusivity [^2]

Target Audience

• Modern Cardmembers, merchants, and business owners, representing diversity in gender, ethnicity, age, shapes, and sizes, and seeking aspirational but attainable experiences .

Personality Traits

• professional
• trustworthy
• bold
• modern
• authentic
• inclusive
• aspirational [^4][^2]

Visual Identity Overview

• The visual identity is defined by the Blue Box logo and logotype, a vibrant blue and white color palette, bold sans-serif typography, clean and minimalistic layouts, strict logo usage rules, and imagery that is uncluttered, rich in color, and focused on authentic, diverse, and aspirational moments. The Relationship Device is used to symbolize the connection between American Express and its customers [^4][^2].

Categories

Brand Imagery

• The Blue Box Logo can be placed on imagery as long as it maintains maximum legibility.
• ✓ USE the logo over an image with contrasting background
• ✗ DO NOT place the logo on imagery that compete
• The taglines can be placed on imagery as long as they maintain maximum legibility.
• Don’t -Use over an image with a busy background
• Photography composition is extremely important in conveying the American Express brand messages. Please follow the rules below: 1. Images should be uncluttered to maximize legibility of advertising elements. Consider how the Relationship Device, headline + body copy, logo lockup will appear. 2. Images should be rich in color. Avoid muted or black and white photography. 3. Avoid extreme close-ups which do not have clearspace for the Relationship Device.
• Do -use images with aspirational but attainable subject matter
• Do -use shots with at least two people interacting and sharing experiences
• Do -use images that represent the modern Cardmember (diversity in gender, ethnicity, age, shapes and sizes)
• Do -use shots with subject matter that is authentic, real, and less stereotypical
• Do -use images that are uncluttered to maximize legibility of advertising elements
• Do -use images that have a clear role for American Express (the Card member is the hero and the Card/service is the enabler)
• Do -use images that are rich in color
• Do -make the moment the focal point (people enjoying a concert rather than the concert itself; people having an adventure, rather than a scenic shot of a city or landscape)
• Don’t -Use images with a busy background
• Don’t -Use stereotypical images
• Don’t -Use images that have artificial filters
• Don’t -Show ostentatious subject matter such as silver service dining and butlers
• Don’t -Have images with people posing for the camera

Color Palette

• Use only the colors, as specified.
• ✗ Use colors other than the approved brand colors, except in photography or illustration. Not applicable for Blue Box Line.
• Don’t -Use a color not from the final core colors

Typography

• Use only Benton Sans or Guardian fonts for Centurion Line or Cobranded American Express-led communications.
• Do not use script except in the tagline.
• Don’t -Use a different font
• Don’t -Use a different font for ’live life'

Logo Usage

• The Blue Box logo is the core visual expression of American Express. The logotype may be used in place of the Blue Box logo, where applicable.
• The Logo has been drawn to maintain legibility/continuity throughout the visual identity (from small to environmental scales). Four scale versions have been provided (see below). The logo should not be scaled below the minimum sizes (per scale) found on this page.
• The Blue Box Logo can be placed on imagery as long as it maintains maximum legibility.
• The Blue Box logo files have been provided at four scales: Small, Regular, Large, and Extra Large (environmental).
• The height of the Blue Box logo determines the scale version (at right) that should be used.
• In an application, when the Blue Box height is: .325 to .45" or 40 to 50 pixels use the small scale .45 to 1" or 50 to 110 pixels use the regular scale 1 to 4.25" or 110 to 410 pixels use the large scale 4.25" and above or 410 pixels and above use the extra large scale
• Note: If the logo’s height is a shared, meeting number (e.g. .45", or 1"), please use the larger scale.
• To ensure proper legibility, the Blue Box logo files should not be used in sizes smaller than those listed above, right (per scale).
• For small scale applications the “small” logo should never be used smaller than a height of .325" or 40 pixels.
• Minimum height of SMALL scale logo: .325" or 40 pixels
• Exception: If a Blue Box logo is needed at a height below the minimum above, the Alternate logo may be substituted: from 175” or 22 pixels, up to .325” or 40 pixels (minimum above).
• The Blue Box logo assets are available in these file-types: print (eps files) PMS COATED PMS UNCOATED AND CMYK (4-color) Note: B/W files are supplied as well. The B/W files should ONLY be used on 1-color, black-only, print applications (like a black-and-white newspaper ad). digital (svg, png, jpg) RGB Note: EPS (and InDesign) “Digital Master Files” have been provided. These can be used, as needed, to generate any alternate SVG, PNG and JPG files.
• The Blue Box logo files, custom drawn (individually for print and then digital) to work at different scales, should never be recreated or modified. To maintain consistency, legibility, and brand integrity, please use only the files supplied, in their correct type (print versus digital) at their correct scales.
• Use only the colors, as specified.
• Use of the registration mark is not required on the logo other than: China: on the bottom right Cuba, Chile, Costa Rica, El Salvador, Guatemala, Haiti, Honduras, Mexico, Nicaragua, Peru, Zaire: on the bottom left
• The Blue Box logo, Alternate was created to make a powerful impression in a small space world. This logo should be reserved for American Express social media, app use, and mobile contexts where scale is restricted (e.g. mobile banners). It can also be used as an acceptance mark in small or hard to read spaces.
• The Blue Box logo, Alternate is a supporting logo only; research indicates that our audience prefers the “American Express” logo remain foremost. The Alternate logo should only replace the core Blue Box logo in the small scale, digital environments (noted above) where its clarity and boldness excels.
• The logo has been drawn to maintain legibility/continuity throughout the visual identity (from extra small to regular scales). Three scale versions have been provided (see right). The logo should not be scaled below the minimum sizes (per scale) found on this page.
• The Blue Box logo, Alternate files have been provided at three scales: Extra Small, Small, and Regular.
• In an application, when the Blue Box (Alternate) height is: .175 to .225” or 22 to 32 pixels use the extra small scale .225 to .45” or 32 to 50 pixels use the small scale .45” and above or 50 pixels and above use the regular scale
• Note: If the logo’s height is a shared, meeting number (e.g. .225”, or .45”), please use the larger scale.
• For small scale applications the “extra small” logo should never be used smaller than a height of .175” or 22 pixels.
• Minimum height of EXTRA SMALL scale logo: .175" or 22 pixels
• The Blue Box logo, Alternate assets are available in these file-types: digital (svg, png, jpg) RGB Note: EPS (and InDesign) “Digital Master Files” have been provided. These can be used, as needed, to generate any alternate SVG, PNG and JPG files.
• The Blue Box logo Alternate files, custom drawn to work at different scales, should never be recreated or modified. To maintain consistency, legibility, and brand integrity, please use only the files supplied at their correct scales.
• Clearspace around an identity asset is critical in order to separate the asset from other communication elements and ensure clarity and prominence. The diagrams below show the minimum amount of clearspace space required.
• Maintain at least 1/3 “X” (where X = height of the Blue Box logo) between the logo and any accompanying element.
• Clearspace is 1/3 X (X = height of Blue Box)
• If your Bank logo is appearing next to the blue box, blank space needs to be equal to 1.5x the size of the Blue Box
• Maintain at least 3 “X” (where X = Cap-height of the logotype) between the logotype and any accompanying element.
• Clearspace is 3X (X = Cap-height of logotype)
• These four exceptions are not bound to the above clearspace rules. 1. Bleeding the Blue Box off one or more edges. (Before producing please consult your vendor for advise.) 2. Digital apps and avatars, etc. where cropping is mandatory. 3. Emphatic use of the either the logo or logotype (bleeds or tight to edges). 4. “Pattern” logotype cropping (such as on folders or totes, etc.).
• ✓ USE the approved logo artwork ✓ USE contrasting background colors to enhance the contrast of the logo ✓ USE the logo over an image with contrasting background PARTNER ABC ✓ MAINTAIN the proper clear space around the logo
• ✗ DO NOT place the logo on flat blue backgrounds that are too close in color to the Blue Box ✗ DO NOT place the logo on imagery that compete Use your Card today ✗ DO NOT use the Blue Box as text, for example, as part of a sentence instead of the words “American Express” PARTNER ABC ✗ DO NOT violate the clear space
• • No new logo treatments or lock ups including the Blue Box may be created for any product or service • New logos may only be created by American Express
• Locking up logos with a line in between is acceptable
• po NOT lock up the logo with other logos, with text or with Card art
• Locking up logos without a line in between is also acceptable
• Logos should never be vertically stacked

Tone And Messaging

• The taglines convey critical brand messaging and should be used whenever possible: promotional, offerings, services, advertising pieces, etc. It need not be a part of informational and transactional pieces in which the tagline would feel out of place, or overly promotional.
• The taglines should not be scaled below the minimum size found on this page. The primary tagline files are horizontal. However, an alternate stacked version can be used in limited-space applications. The taglines can be placed on imagery as long as they maintain maximum legibility.
• To ensure proper legibility, the tagline files should not be used in sizes smaller than a .05" or 7 pixels Cap-height.
• The Taglines have no maximum scale limit.
• When horizontal space is limited an alternate three-line vertical configuration may be used. The single-line configuration is always preferred, when possible.
• The tagline assets are available in these file-types: print (eps files) PMS COATED PMS UNCOATED CMYK (4-COLOR) AND REVERSE_WHITE Note: B/W files are supplied as well. The B/Wfiles should ONLY be used on 1-color, black-only, print applications (like a black-and-white newspaper ad). digital (svg, png,jpg) RGB Note: EPS “Digital Master Files” have been provided. These can be used, as needed, to generate any alternate SVG, PNG and JPG files.
• The tagline files should never be recreated or modified. To maintain consistency and brand integrity, please use only the files supplied. Use only the sizes and colors, as specified.
• When a lock-up (Blue Box and tagline in close proximity) is preferred, please use the relationships designated here: horizontal lock-up Where X = the height of the Blue Box: 1/3 “X” space between “don’t” and the Blue Box: 1/6 “X” cap-height: “don’t” centered to Blue Box. alternate lock-up Where X = the height of the Blue Box: 1/5 “X” space between “Don’t” and the Blue Box: 1/9 “X” Cap­height: tagline configuration centered to Blue Box.
• Don’t -Use a color not from the final core colors
• Don’t -Use a different font
• Don’t -Use over an image with a busy background
• Don’t -Use a different font for ’live life'
• Don’t -Lock up Issuer logo with tagline horizontally
• Don’t -Lock up Issuer logo with tagline. Maintain clear space around the tagline
• ✗ Use colors other than the approved brand colors, except in photography or illustration. Not applicable for Blue Box Line.
• ✗ Use the tagline in communications that are not promotional.
• ✗ Use script except in the tagline.
• ✗ Alter the elements in any way.
• All content should have a character who is the hero/American Express Cardmember, surrounded by the Relationship Device.
• Subject matter subject matter should feel authentic, real, and captured in the middle of a moment. Not overly staged.
• Scenarios should feel aspirational but attainable.
• Scenarios should feature shared experiences and social moments, not people alone.*
• People should represent modern Cardmembers: • Represent diversity in gender, ethnicity and age • Avoid stereotypes in age and gender roles (i.e., women shopping, men in suits, etc) • Should feature real people of all shapes and sizes.
• Images should be uncluttered to maximize legibility of advertising elements. Consider how the Relationship Device, headline + body copy, logo lockup will appear.
• Images should be rich in color. Avoid muted or black and white photography.
• Avoid extreme close-ups which do not have clearspace for the Relationship Device.

Visual Style

• The Blue Box logo is the core visual expression of American Express. The logotype may be used in place of the Blue Box logo, where applicable.
• The Logo has been drawn to maintain legibility/continuity throughout the visual identity (from small to environmental scales). Four scale versions have been provided (see below). The logo should not be scaled below the minimum sizes (per scale) found on this page.
• The Blue Box Logo can be placed on imagery as long as it maintains maximum legibility.
• The Blue Box logo files have been provided at four scales: Small, Regular, Large, and Extra Large (environmental).
• The height of the Blue Box logo determines the scale version (at right) that should be used.
• In an application, when the Blue Box height is: .325 to .45" or 40 to 50 pixels use the small scale .45 to 1" or 50 to 110 pixels use the regular scale 1 to 4.25" or 110 to 410 pixels use the large scale 4.25" and above or 410 pixels and above use the extra large scale
• Note: If the logo’s height is a shared, meeting number (e.g. .45", or 1"), please use the larger scale.
• To ensure proper legibility, the Blue Box logo files should not be used in sizes smaller than those listed above, right (per scale).
• For small scale applications the “small” logo should never be used smaller than a height of .325" or 40 pixels.
• Minimum height of SMALL scale logo: .325" or 40 pixels
• Exception: If a Blue Box logo is needed at a height below the minimum above, the Alternate logo may be substituted: from 175” or 22 pixels, up to .325” or 40 pixels (minimum above).
• The Blue Box logo assets are available in these file-types: print (eps files) PMS COATED PMS UNCOATED and cmyk (4-color) Note: B/W files are supplied as well. The B/W files should ONLY be used on 1-color, black-only, print applications (like a black-and-white newspaper ad). digital (svg, png, jpg) rgb Note: EPS (and InDesign) “Digital Master Files” have been provided. These can be used, as needed, to generate any alternate SVG, PNG and JPG files.
• The Blue Box logo files, custom drawn (individually for print and then digital) to work at different scales, should never be recreated or modified. To maintain consistency, legibility, and brand integrity, please use only the files supplied, in their correct type (print versus digital) at their correct scales.
• Use only the colors, as specified.
• Use of the registration mark is not required on the logo other than: China: on the bottom right Cuba, Chile, Costa Rica, El Salvador, Guatemala, Haiti, Honduras, Mexico, Nicaragua, Peru, Zaire: on the bottom left
• The Blue Box logo, Alternate was created to make a powerful impression in a small space world. This logo should be reserved for American Express social media, app use, and mobile contexts where scale is restricted (e.g. mobile banners). It can also be used as an acceptance mark in small or hard to read spaces.
• The Blue Box logo, Alternate is a supporting logo only; research indicates that our audience prefers the “American Express” logo remain foremost. The Alternate logo should only replace the core Blue Box logo in the small scale, digital environments (noted above) where its clarity and boldness excels.
• The logo has been drawn to maintain legibility/continuity throughout the visual identity (from extra small to regular scales). Three scale versions have been provided (see right). The logo should not be scaled below the minimum sizes (per scale) found on this page.
• The Blue Box logo, Alternate files have been provided at three scales: Extra Small, Small, and Regular.
• In an application, when the Blue Box (Alternate) height is: .175 to .225” or 22 to 32 pixels use the extra small scale .225 to .45” or 32 to 50 pixels use the small scale .45” and above or 50 pixels and above use the regular scale
• Note: If the logo’s height is a shared, meeting number (e.g. .225”, or .45”), please use the larger scale.
• For small scale applications the “extra small” logo should never be used smaller than a height of .175” or 22 pixels.
• Minimum height of EXTRA SMALL scale logo: .175" or 22 pixels
• The Blue Box logo, Alternate assets are available in these file-types: digital (svg, png, jpg) rgb Note: EPS (and InDesign) “Digital Master Files” have been provided. These can be used, as needed, to generate any alternate SVG, PNG and JPG files.
• The Blue Box logo Alternate files, custom drawn to work at different scales, should never be recreated or modified. To maintain consistency, legibility, and brand integrity, please use only the files supplied at their correct scales.

Layout And Composition

• The Logo has been drawn to maintain legibility/continuity throughout the visual identity (from small to environmental scales). Four scale versions have been provided (see below). The logo should not be scaled below the minimum sizes (per scale) found on this page.
• The Blue Box Logo can be placed on imagery as long as it maintains maximum legibility.
• The height of the Blue Box logo determines the scale version (at right) that should be used.
• In an application, when the Blue Box height is: .325 to .45" or 40 to 50 pixels use the small scale .45 to 1" or 50 to 110 pixels use the regular scale 1 to 4.25" or 110 to 410 pixels use the large scale 4.25" and above or 410 pixels and above use the extra large scale
• Note: If the logo’s height is a shared, meeting number (e.g. .45", or 1"), please use the larger scale.
• To ensure proper legibility, the Blue Box logo files should not be used in sizes smaller than those listed above, right (per scale).
• For small scale applications the “small” logo should never be used smaller than a height of .325" or 40 pixels.
• Minimum height of SMALL scale logo: .325" or 40 pixels
• Exception: If a Blue Box logo is needed at a height below the minimum above, the Alternate logo may be substituted: from 175” or 22 pixels, up to .325” or 40 pixels (minimum above).
• The Blue Box logo files, custom drawn (individually for print and then digital) to work at different scales, should never be recreated or modified. To maintain consistency, legibility, and brand integrity, please use only the files supplied, in their correct type (print versus digital) at their correct scales.
• Use only the colors, as specified.
• Clearspace around an identity asset is critical in order to separate the asset from other communication elements and ensure clarity and prominence. The diagrams below show the minimum amount of clearspace space required.
• Maintain at least 1/3 “X” (where X = height of the Blue Box logo) between the logo and any accompanying element.
• Clearspace is 1/3 X (X = height of Blue Box)
• If your Bank logo is appearing next to the blue box, blank space needs to be equal to 1.5x the size of the Blue Box
• Maintain at least 3 “X” (where X = Cap-height of the logotype) between the logotype and any accompanying element.
• Clearspace is 3X (X = Cap-height of logotype)
• These four exceptions are not bound to the above clearspace rules. 1. Bleeding the Blue Box off one or more edges. (Before producing please consult your vendor for advise.) 2. Digital apps and avatars, etc. where cropping is mandatory. 3. Emphatic use of the either the logo or logotype (bleeds or tight to edges). 4. “Pattern” logotype cropping (such as on folders or totes, etc.).
• ✓ MAINTAIN the proper clear space around the logo
• ✗ DO NOT violate the clear space

Relationship Device

• The Relationship Device (or RD) is a graphic element that is used repeatedly across American Express platform communications. It can only be used once in any communication. This asset symbolizses the relationship between American Express and Cardmembers, merchants, and business owners.
• A hand-drawn asset that matches the expressiveness of the Relationship Device. It should always be fully visible and never cropped.
• Customer and business names are used to reinforce the individuality of the design. Names should be customized per execution to match the gender and diversity of the featured person. Countries to insert regionally nuanced customer and/or business names.
• Business names should be included in applicable executions. These should also be customized per execution to match the represented business type. Countries to insert regionally nuanced customer and/or business name within the device.
• The customer replaces the Centurion and becomes the hero of the communication. This strengthens the concept of relationships and American Express putting its customers first. Oval should be organically integrated with photo, not stamped on top.
• A hand-drawn asset which can be scaled to frame hero of communication. Brush strokes cannot be altered but multiple expressions are available. Only two sides may be cropped off of a picture.
• Can be used in Cardmember communications to reinforce the value of loyalty.
• The Relationship Device is a flexible asset that can be used on a variety of images. It can be placed off-center and cropped as long as the American Express logotype, the customer name, the oval, and at least two sides remain visible.
• The American Express logotype, the customer name, the oval, and at least two sides must remain visible.
• The RD should be integrated into the photographic scene, going over/ around parts of the featured person.
• The American Express logotype may never be cropped; use alternate RD.
• Don’t -use RDs around someone’s hand or other body parts; RDs go around people’s heads only
• Don’t -use more than one RD in a single piece of creative
• Don’t -use RDs around more than one person’s head in one photo
• Don’t -use RDs around non-human objects
• Don’t -use RDs around a child

Card Art Guidelines

• Follow these guidelines when using Card art: • Aim to show the full Card. If necessary, show Cards stacked or in partial view – as long as the Blue Box or Centurion on the front is fully visible. • Make sure the words “American Express” within the Blue Box logo are legible when the Card is reproduced. • The Card artwork should not be reduced by more than 50%. • Position Card artwork in a prominent place in printed materials. • Use a non-valid account number for security and fraud prevention. • If a name is used on the Card front, make sure you have permission and a release. • Always depict Cards accurately. • Avoid making the Card part of another object. • No marketing text or other imagery should be added to Card art. • Do not rotate the Card sideways or display it upside down. • Do not use mirror imaging of the Card in communications.
• Mock cards, also known as faux cards, are either paper or plastic cards that are typically adhered inside an acquisition direct mail package. To ensure that mock cards are not mistaken for real Cards, these guidelines must be followed: • Issuer clarity should be maintained on the card front as required in the Card Design Guidelines (applicable per contractual agreement with partner). • Either on the face (bottom or side) or on the card back, include “SAMPLE”, “VOID”, “This is not an actual charge/credit card” or “This is not a valid charge/credit card”. • Do not include a 4 digit CID number, an Expiration Date, a Valid through date or a magnetic stripe. • A marketing message may be added but only on the back of the card. Make sure the words “American Express” within the Blue Box logo are legible when the card is reproduced – card artwork should not be reduced by more than 50%. • Print – or for plastic, can be embossed – “Your Name Here” or “Cardmember Name” in the name field. Please note that mock cards should never be used in Centurion or Platinum Card marketing.
• When including multiple Centurion Line Card products in communications, order Cards from left to right or top to bottom, ranked by tier. If Cards are overlapped (which is not preferred), ensure that the Centurion head is visible.
• If Cards are shown stacked or in partial view keep as much of the Card in view. (Centurion head must be visible)
• When Cards are overlapping Show the full Card on top
• When Cards or Blue Box logos are shown besides competitor products or logos, place American Express logo in a preferred or equal position. Either to the far left: Either to the far right:
• NoT alter or distort its image in any way
• po NOT add marketing text or imagery to the Card art
• po NOT make the Card part of another object/build an object
• po NOT rotate the Card sideways or displaying it upside down

Brand Approval Process

• All marketing materials must be submitted to your American Express representative for review and approval per the BOP policy.
• Brand Approval is required at the following touchpoints prior to the next stage of creative development:
• ATL New Product Launch or N2N* BTL Card Design Exceptions
• All ATL besides TVC/Videos 1. Campaign communications brief 2. Concept/creative proposals 3. Final execution TVC/Videos: 1. Communications brief 2. Storyboard 3. Rough cut 4. Final execution
• 1. Product positioning 2. Campaign communications brief 3. Initial creative concept 4. Creative amends 5. Final executions
• New plastic (via email) 1. Initial design/concept 2. Revised Card design 3. Final design approval Reprints (via email) 1. Only if changes or updates to existing designs
• Case by case management based on enterprise and Issuer specific policies
• You are required to submit materials in their final layout form prior to production. For television commercials or video, please submit the agency’s creative brief for approval, followed by concepts in storyboard format. Then resubmit rough-cut film format for approval before proceeding to final production.
• You are required to resubmit all communications that have been in the marketplace for more than one year for review and approval.
• Once we receive your materials, we will evaluate them based on brand standards, marketing policies and contractual requirements, Make sure to build extra time into your schedule to accommodate this review process and potential revisions. Our Service Level Agreement with you for review is 3-5 business days.
• Approved as is No changes are required and you may proceed with production.
• Approved with comments These comments will be recommendations, not mandatory.
• Approved with changes You must make the required changes before proceeding with production and materials need to be re-submitted for review.
• Not approved/resubmission You need to address all mandatory comments and resubmit the piece with revisions for an additional review and required approval before proceeding with production. We will review resubmissions within the contractually agreed-upon review period (generally 3 business days).
• Note: It is not possible to create guidelines for every situation that may occur in marketing communications. For this reason, if a submission runs the risk of doing damage to the brand but does not explicitly violate a guideline, we may flag the piece for revision.

Mock Card Guidelines

• Mock cards, also known as faux cards, are either paper or plastic cards that are typically adhered inside an acquisition direct mail package. To ensure that mock cards are not mistaken for real Cards, these guidelines must be followed:
• Issuer clarity should be maintained on the card front as required in the Card Design Guidelines (applicable per contractual agreement with partner).
• Either on the face (bottom or side) or on the card back, include “SAMPLE”, “VOID”, “This is not an actual charge/credit card” or “This is not a valid charge/credit card”.
• Do not include a 4 digit CID number, an Expiration Date, a Valid through date or a magnetic stripe.
• A marketing message may be added but only on the back of the card. Make sure the words “American Express” within the Blue Box logo are legible when the card is reproduced – card artwork should not be reduced by more than 50%.
• Print – or for plastic, can be embossed – “Your Name Here” or “Cardmember Name” in the name field.
• Please note that mock cards should never be used in Centurion or Platinum Card marketing.

Above The Line Guidelines

• Above the Line is classified as all mass media advertising where American Express is visible in the public eye. These can include but not restricted to: • TV Commercials • Videos • Digital Videos • Print (in branch, magazines, newspapers, etc) • Out of Home • Web banners • Digital banners • New AXP Homepages • New Microsites, New Platform sites, New mobile app, Facebook page launch.
• All marketing materials must be submitted to your American Express representative for review and approval per the BOP policy.
• Brand Approval is required at the following touchpoints prior to the next stage of creative development: ATL All ATL besides TVC/Videos 1. Campaign communications brief 2. Concept/creative proposals 3. Final execution TVC/Videos: 1. Communications brief 2. Storyboard 3. Rough cut 4. Final execution
• You are required to submit materials in their final layout form prior to production. For television commercials or video, please submit the agency’s creative brief for approval, followed by concepts in storyboard format. Then resubmit rough-cut film format for approval before proceeding to final production.
• You are required to resubmit all communications that have been in the marketplace for more than one year for review and approval.
• Once we receive your materials, we will evaluate them based on brand standards, marketing policies and contractual requirements, Make sure to build extra time into your schedule to accommodate this review process and potential revisions. Our Service Level Agreement with you for review is 3-5 business days.
• We will respond in one of four ways: STATUS THIS MEANS Approved as is No changes are required and you may proceed with production. Approved with comments These comments will be recommendations, not mandatory. Approved with changes You must make the required changes before proceeding with production and materials need to be re-submitted for review. Not approved/resubmission You need to address all mandatory comments and resubmit the piece with revisions for an additional review and required approval before proceeding with production. We will review resubmissions within the contractually agreed-upon review period (generally 3 business days).
• Note: It is not possible to create guidelines for every situation that may occur in marketing communications. For this reason, if a submission runs the risk of doing damage to the brand but does not explicitly violate a guideline, we may flag the piece for revision.

Promotion Insights

Color Analysis

Statistics computed across 8 images

Tone Distribution

Sample Images

Image 1

Ready to start planning your next big trip? Check out our #AmexTravel Trending Destinations for 2023:

Attributes:

• Caption: A view of a city with boats in the water
• Keywords: boats, water, city, buildings, harbor, reflection, sky, clouds, colorful, picturesque, serene, peaceful, calm, tranquil, scenic, beautiful, historic, vibrant, lively, bustling

Image 2

Ready to start planning your next big trip? Check out our #AmexTravel Trending Destinations for 2023:

Attributes:

• Caption: A row of boats in a canal next to buildings.
• Keywords: boats, canal, buildings, water, reflection, colorful, harbor, city, skyline, cityscape, architecture, dock, river, marina

Image 3

The American Express Foundation is supporting communities in the Midwest and Southern U.S. who were hit by devastating tornadoes with a $50,000 donation to the @RedCross to assist with their relief efforts to the hardest hit areas.

Attributes:

• Caption: A drawing of a statue of a man with a helmet on.
• Keywords: face, statue, helmet, drawing, man, Indian, blue, white, Indian head, Indian statue, Indian drawing, Indian helmet, Indian face

Image 4

Phone rings, door chimes, in comes @CompanyBway! We’ve teamed up with @AudienceRewards to give Card Members access to #AmexPresale tix now thru 9:59am on 10/14 to see #CompanyBroadway starring @TheKatrinaLenk and @PattiLuPone: Terms Apply.

Attributes:

• Caption: A neon sign for a musical comedy called Company.
• Keywords: Company, Musical Comedy, Neon Sign, American Express, Audience Rewards

Image 5

The new #AmexGold now comes with perks when you dine out and when you eat at home. We’re supporting your inner chef w/ 4x Membership Reward points at U.S. Supermarkets on the first $25K in purchases at supermarkets per year. Terms Apply. #AmexLife

Attributes:

• Caption: A hand holding a card over a table full of vegetables.
• Keywords: hand, card, vegetables, table, food, kitchen, refrigerator, stove, microwave, counter, tomatoes, peppers, broccoli, lettuce, limes

Image 6

The new #AmexGold now comes with perks when you dine out and when you eat at home. We’re supporting your inner chef w/ 4x Membership Reward points at U.S. Supermarkets on the first $25K in purchases at supermarkets per year. Terms Apply. #AmexLife

Attributes:

• Caption: A person holding a card above a table of vegetables
• Keywords: card, vegetables, table, person, hand, kitchen, refrigerator, microwave, oven, counter, tomato, lime, pepper, broccoli

Image 7

We’re excited to be back @PanoramaNYC.  Check out what we have in store all weekend long. 7/27-29!

Attributes:

• Caption: American Express Experience
• Keywords: American Express, Experience, surfboard, potted plant, building, club, grass, sidewalk

Image 8

We’re excited to be back @PanoramaNYC.  Check out what we have in store all weekend long. 7/27-29!

Attributes:

• Caption: American Express Experience
• Keywords: American Express, Experience, Card Member Club, surfboard, potted plants, grass, building, sign, entrance, doorway, window, bench, surfboard, surfboard sign, surfboard planter, surfboard planter sign

Additional Properties

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