HANOVER, N.H. (AP) _ William Morton, member of the College Football Hall of Fame and a former American Express president, died after a long illness, a Dartmouth College official said Sunday. Morton was 77.

He died in Mary Hitchcock Memorial Hospital on Saturday, two days after he participated in a ceremony naming a Dartmouth dormitory in his honor, said college spokesman Rick Adams.

Morton was a star Dartmouth quarterback described in 1931 by Pop Warner, then coach at California, as ''one of the finest football players I've ever seen.''

Morton also was a prominent hockey player before graduating from Dartmouth in 1932.

He became an investment banker with Chase Manhattan and later founded his own firm, which was acquired by American Express in 1966. He was named American Express president in 1968 and served in the post for six years.

Morton also was a director of corporations including Boise Cascade, Rand McNally & Co., Singer and Fireman's Fund American Life Insurance Co.

He was a Dartmouth trustee from 1972 to 1979.

Morton received a gold medal from the National Football Foundation College Football Hall of Fame in 1986.