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Centurion Card

American Express does, however, describe their Centurion members as "super-affluent high net worth individuals on a continual quest for the best and most exclusive. They own companies and frequently travel; they define success. Exceptionally discerning and style-conscious, Centurion readers are global players who gain truly worldwide access to the inaccessible. They do not compromise and expect only the highest level of personal commitment from those around them: individually tailored service, unlimited financial power, exclusive travel benefits, global access and influence. Centurion is more than just a Card: it’s a global community of the highest earners and spenders on the market. To receive Centurion Magazine, one must be a Centurion Member from American Express: an individual who can afford virtually anything. The card itself is the world’s most exclusive, offered by invitation only and at a high annual fee."

American Express Brand

American Express has a long history of appealing to its customers by portraying itself as a company on the cutting edge of technology and luxury. By associating itself early on with banks and the upper classes, American Express has been able to generate an aura of exclusivity that adds to its brand appeal even today. The company's introduction of its traveler's checks in the early 20th century integrated well into the lavish lifestyles of its affluent, globetrotting luxury customers, resulting in an increase in popularity and profitability for the company over the pre-WWII decades. From luxury steamship services in the 1920's to the credit and charge cards it currently offers, American Express particularly appeals to individuals in search of prestige as evidenced by slogans such as the one that appears on the magazine for its Platinum Cardholders, Departures, which reads: "The Luxury Sourcebook for Affluent, Educated, Well-Travelled Consumers." Although American Express still caters to ultra-high net worth individuals, over the years, the company has expanded its line of products, such as its charge cards, to attract a wider economic demographic by marketing the popular concept of affordable luxury. A recent example of this appeal to affordability is an advertisement on American Express' home page which declares "you're not dreaming—vente-privee is now available in the U.S., bringing you many of the world’s leading luxury and fashion brands at up to 70% off. Join Now— vente-privee with American Express."

In the 1950s, American Express issued its first credit card, which caught on quickly in the booming postwar economy and signaled the company's transition to a wider consumer base. In 1966, the company issued its first gold card, in an effort to cater to the upper echelon of business travel. Its platinum card debuted in the 1990s and continues to be immensely popular as it is second in exclusivity only to the Centurion Card.

Card Design

The company mascot, the Roman Gladiator or Centurion, appears at the center of the iconic Green, Gold, Platinum, and Centurion cards. The figure and his noble pose evoke themes from classical antiquity, which have historically been held in high regard in the Western world, and add to the cardholder's perceived prestige. These cards also feature intricate border and background designs that say "American Express." The unique designs on these cards, especially the Green card, seem to resemble those on United States Federal Reserve Notes, and enhance the image of the cardholder as an affluent and conspicuous consumer.