Brand Design Foundation

Exploring the IBM 8‑bar. Foundations and beyond. IBM's visual identity embodies how legacy and adaptation coexist within a powerful brand. In our initial explorations, inspired by Paul Rand's visionary thinking, we thoroughly tested the timeless 8‑bar logo, pushing its versatility and affirming its strength across diverse contexts.

The resulting assets, both stills and animated, continue to support IBM's marketing, out-of-home, and internal communications worldwide, underscoring the brand's impressive scope and unified visual presence.