IBM Garage

📋 1 Guidelines

🔗 Connections

Sector

Consulting Software

Region

Usa

Guideline Year

2019

Language

English

Tags

Technology

Official Websites

Brand Guidelines

2019

Brand Summary

Mission
  • IBM Garage’s mission is to drive business and technology transformation at the speed of a startup and at the scale of an enterprise, working side-by-side with clients to create innovative strategies and solutions using modern and emerging technologies for immediate market impact [^1].
Core Values
  • collaboration
  • co-creation
  • vibrancy
  • approachability
  • flexibility
  • responsiveness
  • disruptiveness
  • agility
  • partnership
  • innovation
  • authenticity
  • collectiveness
  • optimism
  • honesty
  • transformation
  • networking
  • dynamic thinking
  • depth
Target Audience
  • Clients and IBMers seeking to build enterprise-grade solutions, experiment with big ideas, and transform their businesses through modern technology and collaborative approaches [^2].
Personality Traits
  • collaborative
  • vibrant
  • approachable
  • dynamic
  • disruptive
  • agile
  • innovative
  • transformative
  • authentic
  • optimistic
  • honest
  • flexible
  • responsive
Visual Identity Overview
  • The IBM Garage visual identity is built on a flexible scaffolding grid system, vibrant color palettes, expressive and productive typography, proprietary imagery, and city-specific ideograms. The brand emphasizes clean, modern layouts, dynamic compositions, and a balance between IBM and client representation. Branded merchandise and environmental design extend the identity into physical spaces [^3].

Categories

Brand Imagery
  • Photography (and videography) play a critical role in any modern brand system. Our imagery should have a purpose, point-of-view and be as proprietary as any other element of our expression.
  • Our photographic point of view for IBM Garage embodies Duo by two different, but complimentary photographic styles—a bridge between editorial precision and authentic reportage: 1—People (Studio) 2—Places (Location) The following pages illustrate what we mean…
  • We’re introducing portraiture to bring more humanity and individuality within the system­capturing consumers, developers, professionals or end-users. We have chosen to capture these photos in a studio setting to democratize selections and to produce a larger library of images for others to use. The images are honest and sincere, intentionally shot slightly below eye-level in order to celebrate and champion the subject. We also shoot these images on our specified Garage color palette. We only use lighter scale of grays for backgrounds when documenting (please refer to our color page for specific PMS color).
  • Along with our studio portraits, it is important we also capture the real moments from within and around our Garage communities worldwide. Our subjects need to be original-not models or talent. Imagery must capture a cross-section of humanity, equally dispersed between male and female and be globally diverse. Similar to our portraiture we need to capture authenticity and humanity.
  • Collectiveness is a key differentiator for IBM Garage so it’s important that we also capture groups working together. This may be achieved through actual group shots, but also through sequences of individuals.
  • Close up, at work, solving, presenting, thinking, doing, big-picture. The goal is to capture the spectrum of the people behind the stories.
  • Authentic, everyday, optimistic, and honest.
  • Bright, depth of field, warm
Color Palette
  • Color Primary Palette | Cyan 80 | RGB 0 61 115 CMYK 100 83 29 14 PMS 300 C 003d73 | Blue 80 | RGB 5 48 173 CMYK 100 91 9 1 PMS Reflex Blue 0530ad | Teal 80 | RGB 0 69 72 CMYK 92 54 59 43 PMS 2238 C 004548 | Green 80 | RGB 5 71 25 CMYK 86 43 100 50 PMS 7734 C 054719 | | Cyan 60 | RGB 0 114 195 CMYK 86 52 0 0 PMS 2194 C 0072c3 | Blue 60 | RGB 0 98 255 CMYK 80 60 0 0 PMS 2132 C 0062ff | Teal 60 | RGB 0 125 121 CMYK 87 32 53 10 PMS 7716 C 007d79 | Green 60 | RGB 25 128 56 CMYK 86 25 100 12 PMS 7482 C 198038 | | Cyan 20 | RGB 179 230 255 CMYK 26 0 0 0 PMS 2905 C b3e6ff | Blue 20 | RGB 201 222 255 CMYK 18 7 0 0 PMS 2707 C c9deff | Teal 20 | RGB 146 238 238 CMYK 27 0 5 0 PMS 317 C 92eeee | Green 20 | RGB 157 238 178 CMYK 27 0 33 0 PMS 2253 C 9deeb2 | | Black | RGB 0 0 0 CMYK 60 40 40 100 PMS Black 6 C 000000 | IBM Garage | Gray 20 RGB 220 220 220 CMYK 13 9 10 0 PMS Cool Gray 2 C dcdcdc | | White | RGB 255 255 255 ffffff | |
  • Color Pairings The primary palette should always be used in pairs of Background and Foreground when the Background is an entire field of color behind any messaging or imagery and the Foreground is the scaffolding. Typography should match the Foreground or, alternatively, be White or Black for higher contrast. Only the pairs specified here and on the following page are allowed in IBM Garage identity system.
  • | Background | Foreground | Background | Foreground | Background | Foreground | Background | Foreground | Background | Foreground | Background | Foreground | | Cyan 60 | Cyan 80 | Cyan 80 | Cyan 60 | Cyan 20 | Cyan 60 | Cyan 60 | Cyan 20 | Cyan 80 | Cyan 20 | Cyan 20 | Cyan 80 | | Blue 60 | Blue 80 | Blue 80 | Blue 60 | Blue 20 | Blue 60 | Blue 60 | Blue 20 | Blue 80 | Blue 20 | Blue 20 | Blue 80 | | Teal 60 | Teal 80 | Teal 80 | Teal 60 | Teal 20 | Teal 60 | Teal 60 | Teal 20 | Teal 80 | Teal 20 | Teal 20 | Teal 80 | | Green 60 | Green 80 | Green 80 | Green 60 | Green 20 | Green 60 | Green 60 | Green 20 | Green 80 | Green 20 | Green 20 | Green 80 |
  • Pairings of White and Black can be used for instances of higher contrast.
  • | Background | Foreground | Background | Foreground | Background | Foreground | Background | Foreground | Background | Foreground | Background | Foreground | | White | Cyan 80 | White | Cyan 60 | White | Cyan 20 | Black | Cyan 80 | Black | Cyan 60 | Black | Cyan 20 | | White | Blue 80 | White | Blue 60 | White | Blue 20 | Black | Blue 80 | Black | Blue 60 | Black | Blue 20 | | White | Teal 80 | White | Teal 60 | White | Teal 20 | Black | Teal 80 | Black | Teal 60 | Black | Teal 20 | | White | Green 80 | White | Green 60 | White | Green 20 | Black | Green 80 | Black | Green 60 | Black | Green 20 |
  • We only use lighter scale of grays for backgrounds when documenting (please refer to our color page for specific PMS color).
Typography
  • IBM Plex™ Sans Bold is the primary typeface for IBM Garage, in both body and headers. Regular is used where needed, but is reserved mostly for tertiary copy, and at small scale.
  • Use a maximum of three type sizes per layout. When using IBM Plex Sans, adhere to the IBM Design Language site for point size and leading guidelines.
Logo Usage
  • This is the logotype for IBM Garage, it is the primary identifier of our brand.
  • When using the logotype, it must appear in the context of the IBM master brand. Specifically, the IBM 8-bar logo should be featured with the IBM Garage logotype in any given communication. The only exception is if there is not enough clearspace around the IBM Garage logotype. In this instance, the IBM Garage logotype may appear on its own.
  • Ideograms should never be locked up with the IBM Garage location.
  • Logotype assets are available for download here: XXX
  • Do not lock up ideograms with the IBM Garage Location
  • When typesetting within the scaffolding, the scale of type should determine the placement along the ruled lines. Using the size of the margin of the scaffolding(X), it’s recommended that type should align to either ½X or flush to the scaffolding. The word mark and 8-bar logo should adhere to the same parameters.
Tone And Messaging

  • Disruptive

  • Agile

  • Collaborative

  • Discover Learn Envision Build Manage Culture
  • People, Places, Practices, Platform
  • Code & Collaborate
  • Paul& Miriam& Clark& Maurice.
Brand Values

  • Disruptive

  • Agile

  • Collaborative

Visual Style
  • The base horizontal and vertical lines of the scaffolding are rooted in the IBM 8-bar, while the margins are derived from 1/32 of the page width.
  • In use, lines are removed from the scaffolding to create unique layouts that serve both as an underlying grid and key signifier of the IBM Garage identity.
  • When typesetting within the scaffolding, the scale of type should determine the placement along the ruled lines. Using the size of the margin of the scaffolding(X), it’s recommended that type should align to either ½X or flush to the scaffolding. The word mark and 8-bar logo should adhere to the same parameters.
  • The visibility of the scaffolding should play an important role. The line weight may be adjusted to enhance or soften the impact of the scaffolding. A recommended starting point is to increase the point size a half-point for every ten inches (of width) of real estate, beginning with .5pt for a document that is up to 10" in width and increasing by a point as the page width increases. In all instances of digital use the line weight should remain 1px.
  • For example, if a piece of print collateral is 24x36", the recommended line weight would be 1.5pt.
  • IBM Plex™ Sans Bold is the primary typeface for IBM Garage, in both body and headers. Regular is used where needed, but is reserved mostly for tertiary copy, and at small scale.
  • Use a maximum of three type sizes per layout. When using IBM Plex Sans, adhere to the IBM Design Language site for point size and leading guidelines.
  • The primary palette should always be used in pairs of Background and Foreground when the Background is an entire field of color behind any messaging or imagery and the Foreground is the scaffolding. Typography should match the Foreground or, alternatively, be White or Black for higher contrast.
  • Only the pairs specified here and on the following page are allowed in IBM Garage identity system.
  • Pairings of White and Black can be used for instances of higher contrast.
  • Ideograms should never be locked up with the IBM Garage location.
  • Do not lock up ideograms with the IBM Garage Location
  • We only use lighter scale of grays for backgrounds when documenting (please refer to our color page for specific PMS color).
Iconography
  • A master IBM library of Garage Ideograms has been developed for various applications; websites, presentations, infographics and other communications. The creation and addition of ideogram artwork will be an on-going process. After approval, artwork will be added to our library, making it available to download.
  • Shown here are examples of IBM Garage city ideograms with their underlying grid. This ideogram set will be further developed by the IBM Brand Design and Experience team.
  • Range of ideograms, all based off a master grid. Some cities will have multiple options available. Choose the option that works best for the application.
  • As more ideograms are created, they will be added to the IBM Design Language website.
Layout And Composition
  • The scaffolding serves as the core foundation of our identity. This system is the underlying support that empowers IBM Garage and its collaborators to build, scale, and innovate upon.
  • The base horizontal and vertical lines of the scaffolding are rooted in the IBM 8-bar, while the margins are derived from 1/32 of the page width.
  • In use, lines are removed from the scaffolding to create unique layouts that serve both as an underlying grid and key signifier of the IBM Garage identity.
  • The base scaffolding should be only used as a foundation to create a custom grid by removing lines for the desired composition.
  • When typesetting within the scaffolding, the scale of type should determine the placement along the ruled lines. Using the size of the margin of the scaffolding(X), it’s recommended that type should align to either ½X or flush to the scaffolding. The word mark and 8-bar logo should adhere to the same parameters.
  • ½ X Margin: (Small to medium type sizes)
  • Flush to grid: (Larger type sizes)
  • The visibility of the scaffolding should play an important role. The line weight may be adjusted to enhance or soften the impact of the scaffolding. A recommended starting point is to increase the point size a half-point for every ten inches (of width) of real estate, beginning with .5pt for a document that is up to 10" in width and increasing by a point as the page width increases. In all instances of digital use the line weight should remain 1px.
  • For example, if a piece of print collateral is 24x36", the recommended line weight would be 1.5pt.
  • Use a maximum of three type sizes per layout. When using IBM Plex Sans, adhere to the IBM Design Language site for point size and leading guidelines.
  • The scaffolding is an integral part of the IBM Garage brand system. To ensure efficiency, scaffolding templates have been made for standard media sizes. A base grid and three alternate grid compositions, ranging from intricate to minimal have been included in the Toolkit.
  • Scaffolding templates have been made at a variety of standard sizes with 3 templates each. All templates are included in the Toolkit.
Environmental Design
  • The scaffolding can act as a physical extension of the IBM Garage identity through branded merchandise as well as environmental design.
  • Examples of wallpaper with the scaffolding artwork.
  • Examples of wallpaper patterns that utilize the IBM Garage ideograms.
  • Concept sketches for the implementation of scaffolding into an environment.
  • Notional examples showcasing the implementation of scaffolding into an environment.
Branded Merchandise
  • The scaffolding can act as a physical extension of the IBM Garage identity through branded merchandise as well as environmental design.
🐛 Report