How we LOOK How we LOOK: dos and don’ts DO DON’T ✓ Use the essential elements in all communications. ✗ Use colors other than the approved brand colors, except in photography or illustration. Not applicable for Blue Box Line. ✓ Be creative with the flexible elements. ✗ Use the tagline in communications that are not promotional. ✓ Use Card art to enhance Card-specific marketing. ✗ Use script except in the tagline. ✓ Refer to the Visual Identity Guidelines for details and specifications. ✗ Alter the elements in any way. ✓ Use only Benton Sans or Guardian fonts for Centurion Line or Cobranded American Express-led communications. For specific rules on how to use these elements, please see Visual Identity Guidelines. ‹ Contents ›