The American Express logo is in a shape of square. The font covers, the mid section and the rest of the areas is empty. This makes the logo more prominent. This logo is formed with two colours: blue and white. The background of the logo is blue sky colour and the fonts are accentuated by the white stroke. The combination of colours gives a strong visual effect to the overall design. The text in the American Express logo is situated in the centre, giving a professional appearance. The font used is blod and clear, giving it a unique position in the eyes of the viewers.
The Pepsi logo uses the colours that made the brand famous. Red and blue are two completely opposite colours, contrasting each other. The 2 disks of the globe are separated by a white swirl, capturing the attention in the centre. The fonts appear along with the globe which gibes the logo a simple but interesting look. The Pepsi font is inscribed in white. The logo font is simple, yet attractive and outstanding, thanks to the use of italicized roman type face.
Amazon.com has used several logos over the years. The current Amazon logo depicts the message that they are selling everything, from A to Z, as the arrow that bounds the A letter with Z suggests. In addition, the arrow below the wordmark suggests a smile that customers would experience buying from this site. In terms of colours, the black in the Amazon logo represents dominance on the market, supremacy and elegance, while orange colour stand for pride and happiness.
The differences between them are visible as all of the companies described above, activate in opposite domains. Pepsi and Amazon logos express joy, while American Express is more formal.
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