Alternate title: How to spend millions removing a gradient
Did you really think that a 165-year-old bank would come out with something crazy different than what they had? Let's appreciate how well Pentagram did on updating something traditional for our current era. This is a great example of how for a global brand like AmEx, execution across all touchpoints is more important than innovation.
I think it was probably just a little joke buddy ... ¯_(ツ)_/¯
It feels like there was alot more work put into making the logo work on all those touch points. Honestly they look pretty rad, even if the logo itself isn't all that.
Looks great – the hard bit is now to get everything to match it. The amount of random different branding they use on web, print and on their cards, the whole thing feels disjointed. It reminds me of McDonald’s before Wolff Olins cleaned it up.