American Express popularly known as AmEx, is the leading global financial and travel services company. It is one of the components of the Dow Jones Industrial Average. Originally the American Express was established as a freight forwarding company in Albany, New York, in 1850 by Henry Wells. For more than 150 years, American Express Company has continuously transformed itself to meet changing customer needs, with the passage of time. American Express Company divested itself from its freight forwarding company to a many of the businesses it had acquired like a leading global financial and travel services company.
The company has found a niche in the business of credit card, charge card, money orders and traveler’s checks. The Cards issued by the American Express Company are in 43 currencies. Truly American Express has become a global financial services powerhouse. All through the journey from its inception, American Express Company has enjoyed a unanimous reputation for its innovation and implementation. The Principal Subsidiaries are:-American Express Travel Related Services; American Express Financial Advisors, Inc.; American Express Bank, Ltd. which has branches all over the world.
Original Design of American Express Logo
The American Express logo popularly known as the Roman Gladiator is simple but distinctive in design. As the name indicates the logo is a Roman Gladiator. The Roman Gladiator is the iconic symbol of power and performance of the American Express Company. The logo was adopted in 1958 on the company’s traveler’s checks and credit cards. Originally the logo depicts a gladiator on a shield. Later only the Gladiator’s Head appeared on the logo. In 1975 “Blue Box logo” was introduced.
American Express “Blue Box” Logo
The present American Express claims an instant international recognition and reputation which exemplifies in sophistication. It symbolizes trust, integrity, quality, security, reputation and simplicity. The American Express logo commonly known as “Blue Box” logo is a very simple and distinct. As the name indicates the logo is shaped like a box. All the three versions the 4-color, 2-color, and black and white Blue Box American Express logos are designed specifically to enhance the text and the background. It clearly indicates to the point depiction of the purpose it has.
The size of the American Express logo is a perfect square, with a clear space of one third of the area to enhance the optimum legibility of the fonts. The clear space gives a neat and clear look to the viewers. It consists of a simple blue background with text mentioning the company’s name. The fonts are very simple and clear. The letters “AMERICAN EXPRESS” are bold and caps locked. They are located in the center of the square.
There is always a registration mark “®” along side the logo. The registration mark “®” appears in blue except with the black and white version, where it appear as black. This registration mark makes the logo genuine and unique. Though the design is very simple, the American Express logo has become one of the world’s popular logos to catch all the praise the brand is worth of.
