For the Creators
Athletics collaborated with IBM Brand Experience & Design team to create a new identity system for IBM Cloud. The aim was to develop a fresh, distinctive identity system for IBM Cloud that could also serve as an inspiration for other segments of IBM’s vast product and service offering. The system is born from the intersection of two pure forms — the circle and the hexagon, both known lexicons of the IBM design language. By drawing intersecting lines between the outer points, and creating the unique shapes, the architecture for the entire design landscape was born. Everything from composition, layout, to motion was led by this device. The entire system was brought to life by our good friends, Colors and the Kids.