{"id":1024,"date":"2019-02-18T13:09:34","date_gmt":"2019-02-18T16:09:34","guid":{"rendered":"http:\/\/propositto.com.br\/blog\/?p=1024"},"modified":"2019-02-18T13:09:34","modified_gmt":"2019-02-18T16:09:34","slug":"pentagram-assina-o-redesign-da-marca-da-american-express","status":"publish","type":"post","link":"https:\/\/propositto.com.br\/blog\/pentagram-assina-o-redesign-da-marca-da-american-express\/","title":{"rendered":"Pentagram assina o redesign da marca da American Express"},"content":{"rendered":"<p>A operadora de cart\u00f5es de cr\u00e9dito American Express j\u00e1 foi sin\u00f4nimo de exclusividade e status. Quem sacava o famoso cart\u00e3o <em>Golden<\/em>, que tinha limites infinitos, era imediatamente percebido como milion\u00e1rio.<\/p>\n<p>O tempo passa, crises financeiras se instalam, a tecnologia e a rapidez da internet tornaram esses atrativos menos relevantes. Nos \u00faltimos anos, \u00e9 not\u00f3rio que a marca j\u00e1 n\u00e3o vinha sendo aceita em todo lugar como antes.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1025\" src=\"http:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.55.02.png\" alt=\"\" width=\"1142\" height=\"614\" srcset=\"https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.55.02.png 1142w, https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.55.02-300x161.png 300w, https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.55.02-768x413.png 768w, https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.55.02-1024x551.png 1024w, https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.55.02-400x215.png 400w\" sizes=\"auto, (max-width: 1142px) 100vw, 1142px\" \/><\/p>\n<p>Num esfor\u00e7o de contemporizar e reposicionar a marca no contexto atual, a Amex contratou a Pentagram para redesenhar sua marca.A verdade \u00e9 que a operadora ainda conta com um senhor <em>recall<\/em> de marca.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1028\" src=\"http:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.56.56.png\" alt=\"\" width=\"1133\" height=\"848\" srcset=\"https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.56.56.png 1133w, https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.56.56-300x225.png 300w, https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.56.56-768x575.png 768w, https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.56.56-1024x766.png 1024w, https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.56.56-400x299.png 400w\" sizes=\"auto, (max-width: 1133px) 100vw, 1133px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1030\" src=\"http:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.57.43.png\" alt=\"\" width=\"1135\" height=\"851\" srcset=\"https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.57.43.png 1135w, https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.57.43-300x225.png 300w, https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.57.43-768x576.png 768w, https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.57.43-1024x768.png 1024w, https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.57.43-400x300.png 400w\" sizes=\"auto, (max-width: 1135px) 100vw, 1135px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1029\" src=\"http:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.57.26.png\" alt=\"\" width=\"1136\" height=\"853\" srcset=\"https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.57.26.png 1136w, https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.57.26-300x225.png 300w, https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.57.26-768x577.png 768w, https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.57.26-1024x769.png 1024w, https:\/\/propositto.com.br\/blog\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-18-at-12.57.26-400x300.png 400w\" sizes=\"auto, (max-width: 1136px) 100vw, 1136px\" \/><\/p>\n<p>A Pentagram decidiu investir em um visual muito mais moderno, aposentar os elementos tradicionais demais, e criar uma marca que se adeque \u00e0s diversas m\u00eddias e locais que s\u00e3o obrigat\u00f3rios para marcas financeiras.<\/p>\n<p>Em nossa opini\u00e3o, o esfor\u00e7o compensou. A marca antes tinha endentamentos que criavam formas um pouco inc\u00f4modas, tinha pouco dinamismo na sua tipografia, que foi resolvido nas novas vers\u00f5es. Al\u00e9m disso, o toque de tecnologia fez bem \u00e0 marca. A ag\u00eancia tamb\u00e9m aposentou os degrad\u00eas e apostou fundo no caracter\u00edstico azul da American.<\/p>\n<p>O resultado voc\u00ea v\u00ea aqui e no site da Pentagram:<\/p>\n<p>https:\/\/www.pentagram.com\/work\/american-express-1\/story<\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>A operadora de cart\u00f5es de cr\u00e9dito American Express j\u00e1 foi sin\u00f4nimo de exclusividade e status. Quem sacava o famoso cart\u00e3o Golden, que tinha limites infinitos, era imediatamente percebido como milion\u00e1rio. O tempo passa, crises financeiras se instalam, a tecnologia e a rapidez da internet tornaram esses atrativos menos relevantes. Nos \u00faltimos anos, \u00e9 not\u00f3rio que a marca j\u00e1 n\u00e3o vinha sendo aceita em todo lugar como antes. Num esfor\u00e7o de contemporizar e reposicionar a marca no contexto atual, a Amex contratou a Pentagram para redesenhar sua marca.A verdade \u00e9 que a operadora ainda conta com um senhor recall de marca. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1026,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[85],"tags":[69,72,89,87,88,86],"class_list":["post-1024","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","tag-branding","tag-design","tag-graphic-design","tag-identidade","tag-logotipo","tag-marcas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pentagram assina o redesign da marca da American Express - Prop\u00f3sitto Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/propositto.com.br\/blog\/pentagram-assina-o-redesign-da-marca-da-american-express\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pentagram assina o redesign da marca da American Express - Prop\u00f3sitto Blog\" \/>\n<meta property=\"og:description\" content=\"A operadora de cart\u00f5es de cr\u00e9dito American Express j\u00e1 foi sin\u00f4nimo de exclusividade e status. 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