The AMEX crop looks like a digital accident. Not a happy one.
It is odd that they decided to right align the small digital AMEX version instead keeping AM cropped on the left like the full version does. Perhaps they could have also kept the spacing between the AM and EX had they done this. It feels almost like a new brand that has just enough consistency to see it as part of the while, but not enough to tie it together cohesively.
I think it’s to make the small logo feel like the rest of the type is "still there" to the right, only cropped. So you read it more like the first two letters of each of the word, combined, rather than being it "Am Ex" ... if you know what I mean :D. It’s a very smart solution that I feel works great.
I took a quick stab at this and personally I think the AM to the left and EX to the right looks fine and feels more consistent with the main logo. The X has been cheated to work on the right so you could keep the same X from the main logo as well further improving the consistency.
Well, I’m sure they tried loads of versions. But this seems interesting – could you share your idea? :-)
I went in expecting more.
I'm still a fan of the MasterCard rebrand
I've been keeping a close eye on the MasterCard rebrand, and I must say, I'm still a fan of it. The updated American Express brand by Pentagram is equally impressive. It's clear that they've put a lot of thought into the design, and it truly stands as a milestone MasterCard reviews in the world of credit card branding. Kudos to the teams behind these transformations!
At this point I'd be amazed if pentagram weren't taking this piss.