IBM
BRAND DESIGN
IBM, a global technology and consulting company, introduced the first version of the today-iconic striped IBM logo 1967. It was a modified version of the previous emblem, where the blue inscription was horizontally cut into 13 equal strips. The number of stripes was reduced to eight in 1972. Now, the logo started looking bolder and more confident, and using the darker shade of blue monkey elevated the sense of solidness and strength. Paul Rand held this redesign, and the emblem, created by a famous designer, is still used by the brand. In 2018, the company returned its original "full" logo, created in 1956, but changed its color palette. Now, it is a white "IBM" inscription placed in a dark gray horizontally oriented rectangle. The logotype of IBM is executed in a bold custom serif typeface, which was based on one of the traditional fonts, such as Galería or Egiziano, but with circles in the letter "B" replaced by squares and the serifs of the "M" cut from the inside and speed to the outside. The logo reflects IBM's ethos of innovation, clarity, and trustworthiness. Through strategic partnerships, thought leadership, and digital marketing, IBM's marketing strategy focuses on promoting its portfolio of cutting-edge enterprise solutions, including AI, cloud computing, blockchain, and cybersecurity. By emphasizing the importance of data-driven insights, IBM positions itself as a trusted advisor for businesses and governments worldwide. In operations, IBM strongly emphasizes customer-centricity, collaboration, and diversity, fostering a culture of innovation and excellence.
BRAND HISTORY
IBM is the trailblazing global IT giant that has transformed over a century. Established in 1911 as the Computing-Tabulating-Recording Company, it laid the foundation for mainframe computers – a true game-changer in the world of technology. Back in the day, IBM was synonymous with hardware, with its name evoking images of impressive machines that powered entire industries.
But as the digital landscape evolved, so did IBM. Recognizing the need to adapt and stay ahead, it shifted its focus to cutting-edge services. This strategic decision proved to be a game-changer. IBM's ability to anticipate industry trends and revolutionize its offerings has cemented its position as a leader in the ever-evolving tech world.
In the 1960s, it dominated the mainframe computer market with its groundbreaking System/360. This innovation laid the groundwork for the technological advancements that shape our world today.
In the 1980s, IBM did it again. They introduced the revolutionary IBM PC, a product that not only brought computing power to individuals but also kickstarted the personal computer revolution. However, IBM's ability to foresee future trends took a slight detour during this era. The rapid rise of personal computers caught them off-guard. Still, they quickly adapted to navigate the shifting tides of the industry.
Preserving their pioneering spirit, IBM made a strategic shift in the 1990s under the leadership of CEOs Gerstner and Palmisano. They recognized the increasing importance of software and services, propelling IBM into a new era of innovation. By embracing this transformation, IBM solidified its position as a global leader in IT services, emerging technologies, and groundbreaking patents.
Today, IBM's impact is felt across multiple frontiers. They are at the forefront of cutting-edge fields like artificial intelligence, quantum computing, and cloud services. Their commitment to staying ahead of the curve has positioned them as a go-to resource for businesses seeking the most advanced and sophisticated IT solutions.
Headquartered in Armonk, New York, IBM operates in more than 175 countries. With a global presence, they can serve businesses of all sizes, from small local enterprises to multinational corporations.
