Art Direction, Brand Identity, Brand Writing, Concept Development, Motion Graphics, Print
A partner for the new rules of modern business.
In 2021 IBM Global Business Services (GBS) approached us with the challenge of casting off brand baggage and bringing their brand into the next phase as IBM Consulting. Today, IBM Consulting is at the forefront of modern business, working hand in hand with clients to develop solutions that drive impact, innovation and openness, and they needed a brand that could tell that story. Athletics worked with IBM Consulting to develop an identity that reflects its unique superpowers: the company’s deep roots in transformative technologies, open ecosystem thinking and collaborative approach, and an enduring commitment to people – from teams to partners and communities.
Amplifying the human factor
The totem rebus is featured as the primary IBM signature throughout IBM Consulting communications. Why the totem rebus instead of the classic IBM 8-bar? Because nothing defines IBM Consulting more than the people behind it, and the totem’s anthropomorphic quality puts the human factor in the front seat. It’s a nod to IBM’s consultants and partners and a frank statement of how, in the ongoing dance between humans and technology, humanity prevails.
The IBM Consulting color palette is built from the colors found within the original full-color totem rebus, but adapted to reflect the freshness, optimism and inclusion that defines the new era of business.
Space for industry impact
Consulting is a vast world and can be a million things to a million people. To help people understand what IBM Consulting actually does, we designed the system to nest clear, punchy impact statements within the IBM Consulting wordmark. distilling how we shape industry, technology, culture, or society. We channel the openness of the new brand by “opening” the wordmark to house these statements and also, through this simple gesture, plant a flag for IBM Consulting in the marketplace.
As an extension to the overall brand expression of IBM Consulting, Athletics helped their leadership team visualize and effectively communicate the organizations leading behaviors. The six key pillars (build, collaborate, grow, embrace, innovate, and deliver) are packaged in a campaign to educate and inspire employees. A simple language device, “We:”, speaks to the human faces behind the brand, and acts as a north star for IBM Consulting employees.