American Express is the newest member of the minimalist logo club

Windows did it in 2012. Apple, Google, Pepsi, Facebook, and countless other brands have followed. More and more companies today are simplifying their logos in the interest of screen legibility.

American Express is the latest corporation to expunge gradients and graphic flourishes from its corporate emblem. In its first brand refresh in 37 years, the financial services giant unveiled a new flatter, bolder logo this week that might escape the casual observer.

The changes are subtle but...

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