IBM:
An Agent of Change

For over a century, IBM has been a global leader in technological innovation with more patents than any single company in history. At the forefront of a computing revolution with the convergence of AI, Hybrid Cloud and Quantum– IBM itself was also facing a dramatic change. Its sizable global technology services business was being spun off under a new company.

Capitalizing on this opportunity to sharpen and re-focus the brand around what’s always been true for both the company and internal culture, we worked with the IBM team to articulate a brand purpose, principles and voice and express them through a refined design language.

A distillation of the iconic IBM 8-bar into an atomic unit, the node is a visual metaphor for the catalyst. It works in concert with other nodes to create change, to pull industries, information, clients together, and to push ideas forward.

Studio: Gretel
Collaborators: Greg Hahn, Ryan Moore, Sue Murphy, Daniel Edmundson, Adam Lowe, Luke Barnell, John Choi, Alaijah Hampton, Donovan Brien, Claire Banks, Michael Megalli and Lisa Light.