# American Express

> Generated by BrandSweets from the americanexpress-com BrandDoc (v3, schema 1). Do not edit by hand.

## Identity

**Tagline:** American Express offers world-class Charge and Credit Cards, Gift Cards, Rewards, Travel, Personal Savings, Business Services, Insurance and more.

**Domain:** americanexpress.com


American Express offers world-class Charge and Credit Cards, Gift Cards, Rewards, Travel, Personal Savings, Business Services, Insurance and more.

## Colors

| Role | Name | Hex | Dark | Usage |
| --- | --- | --- | --- | --- |
| `primary` | — | `#2e77bc` | — | Primary brand color: CTAs, links, active states. |
| `secondary` | — | `#005dae` | — | Secondary brand color. |
| `accent` | — | `#006fcf` | — | Accent: highlights and secondary emphasis. |
| `surface` | — | `#ffffff` | — | Page and card background. |
| `text` | — | `#111111` | — | Body text on surface. |

### Scales

- **secondary:** 50 `#eff5fa`, 100 `#d7e6f4`, 200 `#a3d4ff`, 300 `#6bbaff`, 400 `#38a2ff`, 500 `#0a8dff`, 600 `#0078e0`, 700 `#005dae`, 800 `#004c8f`, 900 `#08365e`, 950 `#05233d`
- **accent:** 50 `#eff5fa`, 100 `#d7e6f4`, 200 `#a3d4ff`, 300 `#6bbaff`, 400 `#38a2ff`, 500 `#0a8dff`, 600 `#006fcf`, 700 `#0062b8`, 800 `#004c8f`, 900 `#08365e`, 950 `#05233d`
- **surface:** 50 `#ffffff`, 100 `#e6e6e6`, 200 `#d1d1d1`, 300 `#b5b5b5`, 400 `#9c9c9c`, 500 `#858585`, 600 `#707070`, 700 `#5c5c5c`, 800 `#474747`, 900 `#333333`, 950 `#212121`
- **text:** 50 `#f5f5f5`, 100 `#e6e6e6`, 200 `#d1d1d1`, 300 `#b5b5b5`, 400 `#9c9c9c`, 500 `#858585`, 600 `#707070`, 700 `#5c5c5c`, 800 `#474747`, 900 `#333333`, 950 `#111111`

## Typography

### Families

#### Helvetica Neue `helvetica-neue`
- **Source:** system
- **Weights:** 400 Regular, 700 Bold
- **Fallback stack:** `"Helvetica Neue", Helvetica, sans-serif`

#### Segoe UI `segoe-ui`
- **Source:** system
- **Weights:** 400 Regular, 700 Bold
- **Fallback stack:** `"Segoe UI", -apple-system, BlinkMacSystemFont, Roboto, Oxygen, Ubuntu, "Fira Sans", "Droid Sans", "Helvetica Neue", sans-serif`

### Role assignments

- **heading:** Helvetica Neue (`helvetica-neue`)
- **body:** Segoe UI (`segoe-ui`)

### Scale

| Step | Size (rem) | Line height | Tracking (em) |
| --- | --- | --- | --- |
| sm | 0.875 | 1.5 | — |
| base | 1 | 1.6 | — |
| lg | 1.25 | 1.4 | — |
| xl | 1.75 | 1.25 | — |
| 2xl | 2.25 | 1.15 | — |
| display | 3.5 | 1.05 | -0.02 |

## Logos

### primary
- **Formats:**
  - `svg` (48×48): data:image/svg+xml,%3Csvg%20viewBox%3D%220%200%2048%2048%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20aria-hidden%3D%22true%22%20width%3D%221em%22%20height%3D%221em%22%3E%3Cpath%20fill-rule%3D%22evenodd%22%20d%3D%22M48%209c0-1.105-.767-2-1.714-2H1.714C.768%207%200%207.895%200%209s.768%202%201.714%202h44.572C47.233%2011%2048%2010.104%2048%209m-1.714%2013.488c.947%200%201.714.896%201.714%202s-.767%202-1.714%202H1.714c-.946%200-1.714-.895-1.714-2s.768-2%201.714-2zm0%2014.5c.947%200%201.714.896%201.714%202s-.767%202-1.714%202H1.714c-.946%200-1.714-.895-1.714-2s.768-2%201.714-2z%22%20clip-rule%3D%22evenodd%22%3E%3C%2Fpath%3E%3C%2Fsvg%3E
- **Clearspace:** 1× logo-height — Default clearspace of one logo-height on all sides (auto-seeded; refine after review).
- **Min size:** 24px w (screen)
- **Allowed backgrounds:** any

### mark
- **Formats:**
  - `svg` (48×48): data:image/svg+xml,%3Csvg%20viewBox%3D%220%200%2048%2048%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20aria-hidden%3D%22true%22%20width%3D%221em%22%20height%3D%221em%22%3E%3Cpath%20d%3D%22m24%2021.879%2015.44-15.44a1.5%201.5%200%200%201%202.224%202.008l-.103.114L26.12%2024l15.44%2015.44a1.5%201.5%200%200%201%20.103%202.007l-.103.114a1.5%201.5%200%200%201-2.008.103l-.114-.103L24%2026.12%208.56%2041.561a1.5%201.5%200%200%201-2.007.103l-.114-.103a1.5%201.5%200%200%201-.103-2.008l.103-.114L21.88%2024%206.439%208.56a1.5%201.5%200%200%201-.103-2.007l.103-.114a1.5%201.5%200%200%201%202.008-.103l.114.103zl15.44-15.44z%22%3E%3C%2Fpath%3E%3C%2Fsvg%3E
- **Allowed backgrounds:** any

### mono
- **Formats:**
  - `svg` (48×48): data:image/svg+xml,%3Csvg%20fill%3D%22%23000000%22%20viewBox%3D%220%200%2048%2048%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20aria-hidden%3D%22true%22%20width%3D%221em%22%20height%3D%221em%22%3E%3Cstyle%3E*%7Bfill%3A%23000000%3Bcolor%3A%23000000%7D%3C%2Fstyle%3E%3Cpath%20fill-rule%3D%22evenodd%22%20d%3D%22M48%209c0-1.105-.767-2-1.714-2H1.714C.768%207%200%207.895%200%209s.768%202%201.714%202h44.572C47.233%2011%2048%2010.104%2048%209m-1.714%2013.488c.947%200%201.714.896%201.714%202s-.767%202-1.714%202H1.714c-.946%200-1.714-.895-1.714-2s.768-2%201.714-2zm0%2014.5c.947%200%201.714.896%201.714%202s-.767%202-1.714%202H1.714c-.946%200-1.714-.895-1.714-2s.768-2%201.714-2z%22%20clip-rule%3D%22evenodd%22%3E%3C%2Fpath%3E%3C%2Fsvg%3E
- **Allowed backgrounds:** any
- **Notes:** Derived from primary (flattened to #000000). Auto-generated — review before use.

### inverse
- **Formats:**
  - `svg` (48×48): data:image/svg+xml,%3Csvg%20fill%3D%22%23ffffff%22%20viewBox%3D%220%200%2048%2048%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20aria-hidden%3D%22true%22%20width%3D%221em%22%20height%3D%221em%22%3E%3Cstyle%3E*%7Bfill%3A%23ffffff%3Bcolor%3A%23ffffff%7D%3C%2Fstyle%3E%3Cpath%20fill-rule%3D%22evenodd%22%20d%3D%22M48%209c0-1.105-.767-2-1.714-2H1.714C.768%207%200%207.895%200%209s.768%202%201.714%202h44.572C47.233%2011%2048%2010.104%2048%209m-1.714%2013.488c.947%200%201.714.896%201.714%202s-.767%202-1.714%202H1.714c-.946%200-1.714-.895-1.714-2s.768-2%201.714-2zm0%2014.5c.947%200%201.714.896%201.714%202s-.767%202-1.714%202H1.714c-.946%200-1.714-.895-1.714-2s.768-2%201.714-2z%22%20clip-rule%3D%22evenodd%22%3E%3C%2Fpath%3E%3C%2Fsvg%3E
- **Allowed backgrounds:** any
- **Notes:** Derived from primary (flattened to #ffffff for dark backgrounds). Auto-generated — review before use.

## Boards

- **Cover** — `cover` (`board-cover`)
- **Color System** — `color-system` (`board-colors`)
- **Type Specimen** — `type-specimen` (`board-type`)
- **Logo Suite** — `logo-suite` (`board-logos`)

## Resources

- Tokens (JSON): /b/americanexpress-com/tokens.json
- Tokens (CSS): /b/americanexpress-com/brand.css
- This document: /b/americanexpress-com/brand.md
- MCP endpoint (public read): mcp.brandsweets.com/americanexpress-com/mcp
- Agent integration guide: /agents.md