E-commerce & Payments
American Express Color Codes
American Express works in a bright blue, close to hex #016FD0, carried by the Blue Box that frames the name. The American Express color codes in Hex, RGB and CMYK can be found below. The firm was founded in 1850 as an express freight business in Buffalo, New York, long before it issued a charge card in 1958. Its rival among premium card issuers is Discover.
Primary colors
What are American Express Primary Colors?
American Express's primary colors are amex blue #016FD0, white #FFFFFF.
American Express publishes no open hex sheet; the blue is measured from the current Blue Box.
American Express Amex Blue
| Hex | #016FD0 |
|---|---|
| RGB | 1, 111, 208 |
| HSL | hsl(208, 99%, 41%) |
| CMYK | 100%, 47%, 0%, 18%converted · approximate |
| Pantone | PMS 300 Cnearest match · not published by the brand |
American Express White
| Hex | #FFFFFF |
|---|---|
| RGB | 255, 255, 255 |
| HSL | hsl(0, 0%, 100%) |
| CMYK | 0%, 0%, 0%, 0%converted · approximate |
| Pantone | PMS 656 Cnearest match · not published by the brand |
American Express Hex Color Codes
American Express hex color codes are #016FD0 for amex blue and #FFFFFF for white.
| Color | Hex |
|---|---|
| Amex Blue | #016FD0 |
| White | #FFFFFF |
American Express RGB Color Codes
American Express RGB color codes are 1, 111, 208 for amex blue and 255, 255, 255 for white. Reach for RGB when a tool wants channel numbers or a CSS alpha value.
| Color | RGB |
|---|---|
| Amex Blue | rgb(1, 111, 208) |
| White | rgb(255, 255, 255) |
American Express HSL Color Codes
American Express HSL color codes are 208, 99%, 41% for amex blue and 0, 0%, 100% for white. Change the third value for a lighter or darker version without moving the hue.
| Color | HSL |
|---|---|
| Amex Blue | hsl(208, 99%, 41%) |
| White | hsl(0, 0%, 100%) |
American Express CMYK Color Code
American Express CMYK color codes are conversions from the hex, because the brand publishes none. Check a printed proof before a full run.
| Color | CMYK |
|---|---|
| Amex Blue | 100%, 47%, 0%, 18% |
| White | 0%, 0%, 0%, 0% |
American Express Pantone Color Codes
American Express Pantone color codes are nearest matches by color distance, not brand specs. The table shows the closest swatch for every color.
| Color | Nearest Pantone |
|---|---|
| Amex Blue | PMS 300 C |
| White | PMS 656 C |
Logo
American Express Logo Colors
American Express logo colors are blue and white: white capitals inside a blue rectangle.
American Express Logo Colors Palette
What the American Express Logo Colors Mean?
The American Express logo colors are simple by design, because the Blue Box itself is the mark. The name sits in white capitals on a blue field, split into two lines, and the shape is trademarked tighter than the type. Blue is meant to read as trust and reliability. The separate gladiator head, the Centurion, is a different emblem used mainly on the top cards.
American Express Logo Color History
American Express logo color history keeps blue and white from the Blue Box's arrival in 1975. Pentagram refreshed it in 2018, deepening the blue, tightening the letterforms and drawing a version of the type that can leave the box when needed.
American Express Logo Fonts
American Express logo fonts are a custom cut of the wordmark, not for sale. A clean, slightly condensed sans such as Helvetica Neue is the closest match.
American Express Logo JPG
American Express logo in JPG. No transparency, so it is flattened onto white. Safe for documents and slide decks.
American Express Logo PNG
American Express logo in PNG, with a transparent background. Use it over a colored surface.
American Express Logo WebP
American Express logo in WebP. Same transparency as the PNG at about a third of the file size.
American Express Color Code Shades
American Express color code shades step evenly from the primary toward black, for hover states, borders and shadows.
These are interface steps, not American Express paint or trim names.
In code
Using the American Express palette
CSS custom properties
:root {
--american-express-amex-blue: #016FD0;
--american-express-white: #FFFFFF;
}Contrast against white
| Amex Blue | 5.02:1AA ✓ |
|---|---|
| White | 1.00:1AA × |
Brand colors are chosen for recognition, not for legibility. A failing value here is normal. It means use it as a fill, not as text.