Blue Box logo The Blue Box logo is the core visual expression of American Express. The logotype may be used in place of the Blue Box logo, where applicable. The Logo has been drawn to maintain legibility/continuity throughout the visual identity (from small to environmental scales). Four scale versions have been provided (see below). The logo should not be scaled below the minimum sizes (per scale) found on this page. The Blue Box Logo can be placed on imagery as long as it maintains maximum legibility. SCALE SYSTEM MINIMUM SIZES FILE TYPES The Blue Box logo files have been provided at four scales: To ensure proper legibility, the Blue Box logo files should not be The Blue Box logo assets are available in these file-types: Small, Regular, Large, and Extra Large (environmental). 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 “small” logo should never be print (eps files) (at right) that should be used. used smaller than a height of .325" or 40 pixels. pms coated pms uncoated Minimum height of SMALL scale logo: and cmyk (4-color) Blue Box logo, Height .325" or 40 pixels Note: B/W files are supplied as well. The B/W files should ONLY be used on 1-color, black-only, print applications In an application, when the Blue Box height is: (like a black-and-white newspaper ad). .325 to .45" or 40 to 50 pixels use the small scale Exception: If a Blue Box logo is needed at a height below the minimum above, the Alternate logo may be substituted: from 175” digital (svg, png, jpg) .45 to 1" or 50 to 110 pixels use the regular scale or 22 pixels, up to .325” or 40 pixels (minimum above). 1 to 4.25" or 110 to 410 pixels use the large scale rgb 4.25" and above or 410 pixels and above use the extra large scale Note: EPS (and InDesign) “Digital Master Files” have been provided. These can be used, as needed, to generate any Note: If the logo’s height is a shared, meeting number alternate SVG, PNG and JPG files. (e.g. .45", or 1"), please use the larger scale. Note The Blue Box logo files, custom drawn (individually for print and then digital) to work at different scales, should never be recreated or modified. To maintain consistency, legibility, and brand integrity, please use only the files supplied, in their correct type (print versus digital) at their correct scales. Use only the colors, as specified. Use of the registration mark is not required on the logo other than: China: on the bottom right Cuba, Chile, Costa Rica, El Salvador, Guatemala, Haiti, Honduras, Mexico, Nicaragua, Peru, Zaire: on the bottom left ‹ Contents ›