American Express Identity
Company Pentagram
Introduction Date April 9, 2018
Project Website
Why is this project worthy of an award?
American Express is one of the world’s most trusted and recognized brands. Pentagram has refreshed the American Express visual identity, reasserting and amplifying the brand’s visual expression. The project sought to retool the iconic Blue Box logo, introduced in 1975, and to derive a typographic language that could also live outside the Blue Box, providing a bolder, more confident expression of the brand. The work was initiated as part of a larger communications project that highlights Amex as a diverse business and essential part of consumers’ lives. One of the primary goals was to reinvigorate the brand identity and optimize its performance across various platforms, and bring visual continuity across geographies and business channels. American Express now serves more than 112 million business and consumer Card Members, 18 million Amex accepting merchants, hundreds of acquirers, and 120 bank partners that connect through the American Express Network worldwide. As the brand has expanded, global business and consumer needs have also grown, resulting in a more diffuse expression of the brand at a global scale. The new visual identity brings strength, simplicity, and rigor to the brand, extending a cohesive look and voice to American Express products, services and experiences. The visual identity celebrates the remarkable design heritage of American Express in a smart and stylish way, building on an extraordinary 168 years of brand equity and iconography. The new brand platform has maintained and magnified its unusually rich collection of brand elements, including its distinctive Centurion and World Service pattern. Pentagram worked closely on the project with Clayton F. Ruebensaal, Senior Vice President of Global Brand Management and Design at American Express. The challenge for the designers was strengthening a big brand for the small-space digital world, where it can be difficult to make a visual impact with detailed marks. This is especially important as consumers continue to transition to mobile and social platforms and digital commerce technologies. At the same time, the branding had to be effective in the physical world, where identities come to life in large-scale, environmental applications.
What else would you like to share about your design? Why is it unique and innovative?
The logo and other familiar brand elements have been redrawn to thrive at various scales, from mobile phones, watches and digital payments to retail installations. Brand signifiers have been carefully redrawn to be more digitally legible and translate well to digital contexts such as the American Express app, Membership Rewards points, and Pay with Points. The system of graphic elements and patterns, along with photography and illustration, is adaptable, responsive and open, offering great flexibility in creating applications and expressions of the brand. The identity preserves and enhances the iconic Blue Box logo, immediately recognizable as American Express. The composition of the Blue Box has been kept in place: two bars of outline lettering crossing through the center of a blue square. The designers redrew the letterforms and finessed the details of the inherently complex logotype, to render it in a bold, clear way that functions at both a large and small scale. The update also introduces an alternate logo for small-space digital use, such as Twitter and Instagram icons. This version of the Blue Box crops the larger wordmark to capture the “AM EX.” The classic outlined lettering of the Blue Box logo was redrawn with a non-outline version that operates outside the box. Working with the type designer Jeremy Mickel, the team developed lettering that was faithful to the spirit of the original logo. The logotype has single-line and stacked versions, custom drawn in various scales for visual continuity and legibility at different scales. Throughout the branding, the use of white space allows elements to breathe and helps the brand feel open and accessible, and sets off the iconic color palette of bright blue and deep blue. The team also worked on internal brand messaging to develop a cohesive voice for brand expressions moving forward.
Who worked on the project?
Partner: Abbott Miller; Project Team: Kim Walker, Andrew Walters, Naresh Ramchandani; Collaborators: Clayton Ruebensaal, American Express
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An Easy Way to Order DNA
Company Twist Bioscience
Introduction Date January 1, 2018
Project Website http://www.twistbioscience.com
Why is this project worthy of an award?
At Twist Bioscience, we work in service of people who are changing the world for the better. In fields such as health care, agriculture, industrial chemicals and data storage, our unique silicon-based DNA Synthesis Platform provides precision at a scale that is otherwise unavailable to our customers. Our semiconductor-based DNA manufacturing process is innovation at its finest. However, the customer experience for ordering synthetic DNA has historically been limited to manual input, which can be tedious and time-consuming. It required working with a salesperson through a specific channel and/or a manual online portal, which extended wait time, resulting in the delay of important biological research and innovation. For customers, it was a limiting and frustrating process. So for us, it was only natural—and necessary—to provide a trailblazing approach to the customization and ordering process. To bring customers an innovative, seamless experience, we’ve built an industry-leading, proprietary, interactive, easy-to-use eCommerce platform. Qualified customers now have the capacity to create made-to-order DNA as easily as purchasing a book from Amazon. Our newly launched eCommerce platform offers researchers: Unlimited throughput—no waiting for large orders Reasonable cost and real time, customized quotes A specified timeframe, strengthening the ability to plan budgets and internal timelines Order tracking throughout the manufacturing and delivery process From first-touch, through the length of the research and experimentation process, our platform enables these industry leaders to break new ground every day, helping to accelerate the creation of world-changing technologies.
What else would you like to share about your design? Why is it unique and innovative?
Our eCommerce solution was built with the end-user in mind. Ordering is an intuitive process, with easy-to-understand visual cues. Users are not intimidated when they see the generous white space, large buttons, and efficient, concise forms. Our message is, “You design it, we build it.” Our customers are creators, researchers, and experimenters who require a simple but robust playing field. The user interface is so elegant and simple, our CEO regularly says, “Even I could use it!” With a few sophisticated tools, we’ve made a complicated, information-rich process into something incredibly easy and productive. Smart algorithm. Essential to the platform is a proprietary smart algorithm, developed to immediately inform users whether the specific DNA sequence they requested can be synthesized by our lab. This incredibly time-saving tool makes a world of difference for busy researchers who are embracing the infinite possibilities of synthetic DNA generation. Gene editor. Users can make changes to the DNA sequences they’ve designed with our built-in editor. In addition to empowering users to make changes on the fly, this tool can automatically detect errors and offer corrections. Live quote. No more wasted time waiting for surprising price quotes. Users are able to see real time pricing immediately after uploading their data. With this well-designed process this well-designed, our customers have newfound abilities to design, create, and implement their research and experiments. For each DNA sequence a customer designs, the 5 simple steps to ordering are as follows: Post the data using our template or drag and drop to upload your own file Review the live sequence analysis for automatically lists the pricing of each gene listed Use the gene editor to edit your uploaded sequences, while pricing is automatically adjusted Choose between gene fragments or clonal genes for your output Check out is as easy as clicking a button! After their purchase is made, users are updated on their order progress from checkout to delivery. At every stage of progress, they receive comprehensive insight on crucial production details. As proponents of responsible science, we screen all customers and sequences to ensure the material is designed and intended for use in accordance with applicable national and international laws, rules, regulations, and governmental policies. With this new eCommerce solution, researchers have the convenient DNA ordering system they need to do world-changing work. Among an unlimited number of possibilities, we believe our products will help increase our collective understanding of biology; contribute to the development of new diagnostic, prevention, and treatments for disease; improve public health surveillance; and enhance emergency preparedness response efforts.
Who worked on the project?
Gillian Jarvis - Design Director; Ariel Moiduser - Designer; Daniel Chadash - Director of Digital Product; Yoav Yariv - Product Manager; Twist R&D Team (TLV & SF)
View the project video: https://twistbioscience.wistia.com/medias/tjgrqcwr5z
A new visual identity for iconic luggage brand RIMOWA
Company RIMOWA
Introduction Date January 18, 2018
Project Website
Why is this project worthy of an award?
This project is worthy of an award due to the dramatic shift in Rimowa's positioning status and perception that the new visual attitude has helped achieve. Prior to the branding redevelopment, the product was perceived as utilitarian luggage with an outdated identity that did not match the quality of the luggage, nor meet the exceptions of an increasingly design aware and demanding consumer. The new branding repositions Rimowa as a design-first company for the luxury sector with a visual language that now matches the quality of the design icon it adorns.
What else would you like to share about your design? Why is it unique and innovative?
A new visual identity has been created for RIMOWA, to celebrate the iconic company’s 120th anniversary and its inclusion in the LVMH portfolio. The branding aims to cement RIMOWA’s position as the leading global manufacturer of functional luxury luggage, and provides a timeless, stylish foundation for the future. The new Monogram is inspired by RIMOWA’s original brandmark, which adorns the façade of the store in Cologne. The two vertices within the mark are designed to reflect the iconic spires of Cologne Cathedral and are enveloped by the soft radial forms of our case. The mark serves as a reminder of RIMOWA’s innovative manufacturing history and strong connection to the city of Cologne. All of RIMOWA's packaging, retail touch points and in-luggage items have been overhauled with deep consideration given to materials, finishing and mechanism, to offer the consumer a brand and packaging experience that matches the quality of the luggage.
Who worked on the project?
Alexandre Arnault (Chief Executive Officer RIMOWA), Hector Muelas (Chief Brand Officer RIMOWA), Commission Studio London (Design Studio), Bureau Borsche Munich (Design Studio)
View the project video:
Aptiv: the future of mobility made real
Why is this project worthy of an award?
The automotive industry has given way to something new—the era of mobility. The race to invent the technology that will move us around in unmanned vehicles and connect seamlessly to the world around us is on. Startups and traditional automakers are vying to claim the space, building cars with twice the lines of computer code as an F-35 fight jet. Can design help an established automotive brand stake their claim and as they define the future of this rapidly changing industry? When Delphi Automotive divested its auto parts manufacturing and powertrain businesses and created a new company focused on their advanced software and electronics divisions, Landor worked with them to create a nimble new brand that would help set them up for growth and success. We began by tapping into the company’s standout strength: commercializing hardware and software innovation at scale. We created the brand idea—“Mobility. Done."—and the name—Aptiv—to capture the firm’s ability to envision the future of mobility and make it real. Flanked by two orange points, Aptiv’s wordmark conveys movement from point A to point B. The points incite action, create magnetism, and establish a visual line of sight. On digital platforms, they become an interactive cue that consumers can touch and move. The new Aptiv brand launched internally with a 24-hour global program across 153 sites in 45 countries. Landor helped Aptiv plan and design everything from digital applications, signage, wayfinding systems, and office environments to attire, swag, car wraps, stationery, and marketing collateral. We even developed a proprietary mnemonic that became Aptiv’s sonic cue and a ringtone for employees. In a world dominated by Silicon Valley darlings such as Apple, Google, and Uber—companies still working to put a fleet of autonomous vehicles on the road—Aptiv’s external launch at the Consumer Electronics Show (CES) was groundbreaking. In partnership with Lyft, Aptiv offered rides in autonomous vehicles to conference attendees at 20 different locations around Las Vegas. The activation was the first fully automated point-to-point ride-hailing experience in CES history, demonstrating the future of automated mobility-on-demand. Best of all, it put Aptiv’s transformation and future focus front and center. From spin-off decision to launch, Landor brought Aptiv to life across six continents in just seven months. With the second-highest share-of-voice, Aptiv is a leader in the mobility space and has appeared on Fast Company’s list of Most Innovative Companies. Twice. Its partnership with Lyft was so successful that the companies launched a multiyear deal, providing on-demand rides to visitors in Las Vegas.
What else would you like to share about your design? Why is it unique and innovative?
Aptiv’s brand positioning “Mobility. Done.” captures a unique vision of mobility—its immense potential to change the world can only be realized by those who can get it done. Aptiv’s identity tells this story; it’s the thing that moves us, brings us from place to place. The two points apply to both physical transportation and conceptual movement; Aptiv brings ideas into reality. Aptiv’s illustration, data visualization, and motion graphic styles use a minimalist approach, demonstrating the brand’s process and precision. Within these focused systems, the advanced concepts behind autonomous driving become more accessible and feel more real. Brought to life with employees across the globe, the brand signals a critical cultural change. We guided Aptiv’s executives through a culture platform to spark global behavioral change. Nearly 150,000 employees enthusiastically embraced the brand-led culture, including a new employee communication platform—GoAptiv—that attracted 11,500 employee users in just three months. Employees have fully embraced the brand, proudly sharing photos of themselves wearing orange cufflinks, building sandcastles of the famed autonomous car (orange rims included), using their bodies to spell out Aptiv while skiing in the Italian Alps, and even donning custom outfits for various sporting events inspired by the brand. The design has sparked a change in company culture, as well as a change external perceptions, and is helping to establish Aptiv as a leader in the mobility revolution.
Who worked on the project?
Wally Krantz, Executive Creative Director Beca Lee, Creative Director Kris Louie, Designer Thomas Ordahl, Chief Strategy Officer Myra El-Bayoumi, Strategy Director Erica Wiclander, Strategy Analyst Marie Minyo, Executive Director, Client Services Justin Molina, Senior Client Manager Suzanne Hernandez, Executive Director, Insights & Analytics Heather Harrison, Senior Manager, Insights & Analytics Maarten Lagae, Senior Manager, Insights & Analytics Christina Ton, Insights & Analytics Senior Analyst Jasmine Tanasy, Executive Director, Naming & Verbal Identity Colin Lange, Executive Director, Brand Engagement Danielle Prevete, Director, Brand Engagement Julia Race, Senior Manager, Brand Engagement Hannah House, Implementation Director
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Arthur
Company Pentagram
Introduction Date January 1, 2017
Project Website
Why is this project worthy of an award?
Arthur is an intelligent assistant designed to visualize a buildings energy usage and allow users to learn and interact with the information through voice commands. Created initially for the restored MacArthur Elementary school in Binghamton, New York – Arthur is the first system of it’s kind, combining the likes of energy monitoring products like Nest or the LEED dynamic plaque with a friendly and animated building persona that users can interact with through speech. There are currently no systems on the market that allow an institution like MacArthur to both monitor and understand how the school and building is sustainable in this unique way. In 2011 MacArthur Elementary School in Binghamton, NY suffered a devastating flood. Due to days of torrential rain caused by Hurricane Irene, the nearby Susquehanna River broke its banks and the existing school building was destroyed. A new contemporary school outfitted with state of the art technology and incorporating a sustainable and resilient design, was built by Ashley McGraw Architects, opening its doors in 2015. Pentagram was contacted to envision and design an interactive display system throughout the revitalized school with a focus on emphasizing sustainability and energy saving. Consisting of 8 units installed throughout the school, Arthur uses Google’s powerful open source voice recognition API to allow users to directly interact with the Arthur persona and learn about how their school is doing. Voice commands were chosen as the primary input mechanism over touch or analog controls due to the younger nature of the audience. In initial explorations around the concept it was observed how the emergence of voice assistants allow younger children to perform complex actions they might find challenging on a touch interface. Arthur constantly monitors and analyses the buildings usage of electricity, water, heating and cooling along with solar generation and flood risk tracking over time. Through interacting with Arthur, students and staff can learn about, monitor and improve the school’s energy usage. Information is given in many forms such as energy reports – daily, weekly and monthly breakdowns of how MacArthur’s energy usage has increased or decreased. Students can also compare previous energy levels with today’s through use of a comparison system (e.g. compare today to last week). All these interactions are completed through speech and answering simple yes or no questions posed by the Arthur persona. While Arthurs primary purpose is to provide information about MacArthur’s energy data he can also predict the weather, give the date and time, present a math or spelling quiz and answer basic questions about himself. When Arthur is not in use, he cycles through a number of passive information screens, including weather, date, time, energy stats, the level of the nearby Susquehanna River and messages from the school, sent through a custom built app.
What else would you like to share about your design? Why is it unique and innovative?
Early in the design process it was decided that the interface should have a persona and personality of its own, to appeal to its younger audience and serve as a literal friendly face to the concept of energy saving. Inspired by digital pets like Tamagotchi, Arthur’s mood changes and adapts regularly depending on two key factors: how much energy the school is currently using and how often the units are interacted with. If the schools energy usage spikes Arthur may get fed up or upset. If Arthur isn’t talked to in a while his mood may get sad and morose. Linking Arthurs mood to the schools energy gives students an instantaneous reference for how the school is performing and encouragement to “cheer up” Arthur through conserving energy and interacting with him. After enquiring about how Arthur is feeling, Arthur will give students actionable advice on how to conserve energy. For example if electricity usage is particularly high in a given month, Arthur will recommend unplugging devices once they’re charged or turning off all the lights in a room when you leave. Arthurs mood is expressed both through a 9 color system and his animated face which moves and reacts independently. A series of animated icons above Arthur’s head playfully display which of his various modes he is currently in. Below Arthur’s face, his body is used to display a variety of information from text while he speaks to simple graphic representations of the schools energy or the nearby river level. In total, Arthur’s face, animated icon system and display information consist of over 100 unique custom animations. The displays use a customized version of the Futura typeface – selected for the simple geometry of it’s forms. The typeface was customized to incorporate elements from K5 worksheets used to teach the alphabet in an effort to make the forms friendlier and more recognizable to students. Arthur’s physical form was developed to be both impactful and easily accessible, consisting of a large sheet of durable low reflective glass, secured within a polished metal frame. The units were mounted only a few feet off the ground to accommodate the average height of Arthur’s younger users. The reflective qualities of the frame also mean that Arthur sits cleanly into any environment he is placed, reflecting the qualities of the walls around him. Subtle detailing was also included in the frame’s ventilation – consisting of a patterned system of punched holes along the unit’s side that spell the name “MacArthur” in binary code.
Who worked on the project?
Design: Eddie Opara, Brankica Harvey, Pedro Mendes, Jack Collins; Industrial Design & Fabrication: Robert Langhorn; Development: Lertad Supadhiloke
View the project video: https://we.tl/tAGK2b95Ma
