Amex Color Palette
Amex selected these Blue values to communicate specific brand attributes across finance contexts. This guide unpacks the rationale and implementation details.
Amex Primary
Amex Accent
The Visual Identity of Amex
Color Systems & Brand Psychology
Primary Hue
Amex builds its entire visual hierarchy from #002663. This Blue primary was chosen to resonate with finance consumer expectations while remaining technically versatile.
Industry Psychology
In the competitive finance landscape, Blue provides Amex with a distinctive visual Territory — colors that audiences instinctively associate with quality and expertise.
Strategic Usage
These Amex colors are specifications, not suggestions. The finance brand's visual integrity depends on exact reproduction of these hex values across every medium and partner implementation.
UI Design & Application Guide
Thinking of using the Amex color palette in your next project? Here is a professional guide on how to apply these colors effectively for web and mobile interfaces.
When using #002663 as a background, strict accessibility standards (WCAG) recommend using #FFFFFF for your typeface to ensure maximum readability.
Amex Primary to ensure consistency across all finance mockups.
Technical Color Data Table
For developers and designers, accuracy is non-negotiable. Below are the precise conversions.
| Color Name | HEX Code | RGB Values | CSS Variable |
|---|---|---|---|
| Amex Primary | #002663 | rgb(0, 38, 99) | var(--amex-primary) |
| Amex Accent 1 | #4D4F53 | rgb(77, 79, 83) | var(--amex-color-2) |
CSS Implementation
Copy this CSS snippet to your :root to instantly implement the Amex brand styles.
:root {
--amex-primary: #002663;
--amex-color-2: #4D4F53;
}
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