Relationship Device – Centurion Line and American Express-led Cobrands The Relationship Device (or RD) is a graphic element that is used repeatedly across American Express platform communications. It can only be used once in any communication. This asset symbolizses the relationship between American Express and Cardmembers, merchants, and business owners. AMERICAN EXPRESS LOGOTYPE CENTER OVAL A hand-drawn asset that matches the The customer replaces the Centurion and expressiveness of the Relationship Device. becomes the hero of the communication. It should always be fully visible and This strengthens the concept of relationships never cropped. and American Express putting its customers first. Oval should be organically integrated with photo, not stamped on top. CUSTOMER NAME OUTER FRAME Customer and business names are used to reinforce the individuality of the design. A hand-drawn asset which can be scaled to frame Names should be customized per execution hero of communication. Brush strokes cannot be to match the gender and diversity of the MEAGHAN ELLIS altered but multiple expressions are available. featured person. Countries to insert regionally Only two sides may be cropped off of a picture. nuanced customer and/or business names. BUSINESS NAME MEMBER SINCE MEAGHAN ELLIS Business names should be included in SILVERBIRD STORAGE Can be used in Cardmember communications applicable executions. These should also to reinforce the value of loyalty. be customized per execution to match the represented business type. Countries to insert regionally nuanced customer and/or business name within the device. ‹ Contents ›