Blue Box logo, Alternate 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. SCALE SYSTEM MINIMUM SIZES FILE TYPES The Blue Box logo, Alternate files have been provided at three To ensure proper legibility, the Blue Box logo files should not be The Blue Box logo, Alternate assets are available in these file-types: scales: Extra Small, Small, and Regular. used in sizes smaller than those listed above, right (per scale). The height of the Blue Box logo determines the scale version For small scale applications the “extra small” logo should never digital (svg, png, jpg) (at right) that should be used. be used smaller than a height of .175” or 22 pixels. rgb Note: EPS (and InDesign) “Digital Master Files” have been provided. Minimum height of EXTRA SMALL scale logo: These can be used, as needed, to generate any alternate SVG, PNG Blue Box logo, Alternate, .175" or 22 pixels Height and JPG files. In an application, when the Blue Box (Alternate) height is: Exception: If a Blue Box logo is needed at a height below the minimum above, the Alternate logo may be substituted: .175 to .225” or 22 to 32 pixels use the extra small scale from 175” or 22 pixels, up to .325” or 40 pixels (minimum above). .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. Note 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. ‹ Contents ›