Pentagram

Pentagram

American Express

A refresh of one of world’s most recognized brands updates the iconic Blue Box and builds a design language that can live outside it.

The logo and other brand elements have been optimized to perform across various platforms and scales, from the small-space digital world to environmental installations.

The visual identity brings strength, simplicity and rigor to the brand, extending a cohesive look and voice to American Express products, services and experiences.

The brand platform maintains and magnifies the rich collection of American Express brand elements, including its distinctive Centurion and World Service pattern.

Share: , , Email

Retrospective: Shakespeare in the Park

In 1954, impresario Joe Papp began a summer tradition of staging free outdoor performances of Shakespeare, inaugurating the Public Theater’s beloved Shakespeare in the Park festival. Pentagram partner Paula Scher, whose relationship with the Public spans four decades, has designed a new identity for the series for thirty consecutive summers. Each campaign is customized to the season’s theme, creating a highly visible graphic vocabulary for outdoor advertising, social media, and on-site signage.
(27)

Retrospective: Shakespeare in the Park

In 1954, impresario Joe Papp began a summer tradition of staging free outdoor performances of Shakespeare, inaugurating the Public Theater’s beloved Shakespeare in the Park festival. Pentagram partner Paula Scher, whose relationship with the Public spans four decades, has designed a new identity for the series for thirty consecutive summers. Each campaign is customized to the season’s theme, creating a highly visible graphic vocabulary for outdoor advertising, social media, and on-site signage.