Rebranding IBM Institute for Business Value
Exploring a series of new logotypes and trademarks before the brand pre-Watson 2017 rebrand taking inspiration from Paul Rand and IBM 360 system creating new the logotype, graphics and typographic rules, designs for internal and external documents, signage and digital applications.
Rebranding IBM Institute for Business Value
Visual rebrand for IBM’s Institute for Business Value (IBV), creating a cohesive brand system that speaks directly to C-suite leaders. Developed logotypes, brand colors, and typography using IBM’s classic Helvetica with a modern approach, establishing a distinctive visual identity that reflects IBV’s role in delivering data-driven insights and analysis. Collaborated with IBM’s consultants and global experts to reinforce IBV’s thought leadership and commitment to shaping future business trends.
Like Eliot Noyes, Pattern Clash was invited to define all of the graphics documents used within IBM Institute for Business Value’s division from products to digital communications. Exploring a series of new logotypes and trademarks before the brand pre-Watson 2017 rebrand taking inspiration from Paul Rand and IBM 360 system creating new the logotype, graphics and typographic rules, designs for internal and external documents, signage and digital applications.
Trademark Exploration
IBV reports address critical technology and business issues affecting enterprises. The trademark needed exhibits decision making, broadcasting, and insights for C-suite level executives.
It was essential to create motion, connectivity, brand colors existing in the highly regarded C-suite Study series.
Visual Guidance
IBV Color Palette
IBV Trademark
The trademark is the hero of the visual expression. The IBV is designed to reflect core aspects of our point of view and messaging, reinforcing the unique value IBV delivers to their clients. It utilizes colors from the parent IBM palette.
Single Line Wordmark
The official IBV wordmark is the approved relationship between the words “IBM,” “Institute for Business Value” offered in two configurations. Using Helvetica Neue Bold for IBM —a contemporary typeface built upon the “bones” of 18th-century Swiss typefaces—the wordmark is rooted in the past but pointedly contemporary.
Typography
Imagery
Photography (and videography) plays a critical role in any modern brand system. IBV imagery should have a purpose, point-of-view, and be as proprietary as any other element of our expression.
In Practice
The following images show a range of executions using the new IBV visual expression. These examples are intended for illustrative purposes.
Event Promotional Products
Homepage Banner and CTA Example
Display Advertising Usage
PowerPoint Presentation Template
Inspiration Moodboard
Client: IBM
Agency: George P. Johnson
Software: Photoshop, Illustrator, and Keynote
Roles: Art Director and Graphic Design