What happens when you focus on a handful of graphic details so intently that the lines of tradition start to blur? You transcend the everyday to redefine what an iconic logo can be. Our team of graphic artists and motion designers were tasked with the job of reintroducing the well known American Express logo in a dynamic yet elegant way to fit their new #JourneyNeverStops campaign. After countless iterations, the end result can be seen on the endtag above. Subtle gradation and motion nuances on the logo helped finish off a sweeping ellipses move to create an elegant end to each success story in the campaign.