American Express
The “Blue Chip”
Today, American Express is a global travel, financial and network services provider. Founded in 1850, the Company serves individuals with and corporations through charge and credit cards, Travelers Cheques, travel, financial and other related consulting services.
Challenges
As American Express expanded beyond its traditional travel-related business, there was concern that its name did not adequately represent its global reach or broad range of services. The current identity also lacked consistency or cohesiveness
Actions
Undertook multinational research to determine equity of American Express name
Recommended maintaining this highly-regarded name
Created a memorable signature (the "Blue Chip")
Implemented a new corporate design system with visual and verbal links to tie parent company with its subsidiaries, products and services