IBM has launched a new brand platform and campaign called Smarter Business. The tagline—Let’s create smarter business—is an evolution of our Let’s create campaign.
The campaign is designed to appeal to an audience that may be experiencing the “AI trough of disillusionment” given challenges in scalability, deployment, integration, and ROI.
IBM can offer a smarter approach through a fully integrated software and technology portfolio that integrates AI at the core of the enterprise.
The campaign is designed to appeal to an audience that may be experiencing the “AI trough of disillusionment” given challenges in scalability, deployment, integration, and ROI.
IBM can offer a smarter approach through a fully integrated software and technology portfolio that integrates AI at the core of the enterprise.
How can we define a design philosophy for a brand that is synonymous with change? By further rooting our approach in what IBM has always delivered: impact.
We create smarter business across a range of scales and sectors, and through a wide array of solutions. Through efficiency, agility, and innovation, we help our clients gain momentum.
Intelligent transformation is a shorthand for all the ways IBM makes business smarter.
With the application of AI, hybrid cloud, or quantum, IBM creates tangible solutions across all functions of business.
With the application of AI, hybrid cloud, or quantum, IBM creates tangible solutions across all functions of business.
Current communications weigh these facets of smarter business differently.
But wherever possible - we want to tip the emphasis toward impact at the brand, product and partner levels.
But wherever possible - we want to tip the emphasis toward impact at the brand, product and partner levels.
Plex Family
IBM Plex Sans Regular is our core typographic style. IBM Plex Serif Italic is used as a purposeful callout to emphasize key words or phrases.
IBM Plex Sans Regular is our core typographic style. IBM Plex Serif Italic is used as a purposeful callout to emphasize key words or phrases.
Color
Palette is built around a core set of neutrals and blue tones, supported by an extended range of tonal colors drawn from the broader IBM palette.
Palette is built around a core set of neutrals and blue tones, supported by an extended range of tonal colors drawn from the broader IBM palette.
Core brand colors should be used as the primary colors across applications, with extended colors reserved for more expressive, high-level moments.
Building the world of Smarter Business
We seek to create an over-arching visual conceit, framework, motif that establishes a world within which we can tell a range of different stories. This structure, visual language should capture the different views, interpretations or possibilities of what a Smarter Business can be.
We seek to create an over-arching visual conceit, framework, motif that establishes a world within which we can tell a range of different stories. This structure, visual language should capture the different views, interpretations or possibilities of what a Smarter Business can be.
If the job of illustration is to visualize how Smarter Business works,
the job of photography is to capture how Smarter Business feels.
While there isn’t a one-size-fits-all solution, we’re considering these
3 ‘altitudes’ of photography to help contextualize and humanize the
impact of smarter business on our clients and their end-customers:
World of Work, Human Details, and Portraits.
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