How we LOOK – Essential visual identity elements Aa Guardian Blue Box logo logotypes Aa alternate logo Benton Sans Small space digital only LOGOS OR LOGOTYPE BRAND COLOR BRAND TYPOGRAPHY TAGLINE The Blue Box logo should appear prominently on all If the communications piece includes If the communications piece includes On promotional, offering, and advertising American Express communications. The Alternate logo, color, use only the brand color. The brand copy, use only the brand typography. pieces the Tagline is a mandatory element. (cropped to AM EX) is reserved for small scale digital use. color palette is comprised of a bright blue, The brand typography is comprised of In transactional or informational pieces One of the two Logotypes may be used in place of the deep blue, and a neutrals palette. the san serif font “Benton Sans” and the where the tagline is too promotional or logo, however the logo can still be used smaller, to serif font “Guardian”. These two fonts unnecessary, or in situations with space complement the logotype. may be used in four combinations. limitations, the tagline can be eliminated. (Centurion Line, Standard Blue Box Line and Cobrand (Centurion Line and American Express (Centurion Line and American Express (Centurion Line and American Express communications can use these) Cobrand-led communications only) Cobrand-led communications only) Cobrand-led communications only) ‹ Contents ›