IBM iX

📋 1 Guidelines

🔗 Connections

Sector

Consulting Software

Region

Usa

Guideline Year

2018

Language

English

Tags

Technology

Official Websites

Brand Guidelines

2018

Brand Summary

Mission
  • To be a global business design partner, combining digital agency and consultancy, working at the intersection of progressive strategy, creative vision, and transformational technology. IBM iX aims to create measurable impact by imagining and realizing businesses that will shape the world for years to come [^1].
Core Values
  • Insight
  • Idea
  • Impact
  • Essential
  • Meticulous
  • Alive
  • Wonderful
Target Audience
  • Clients seeking business transformation, including strategists, industry experts, designers, researchers, storytellers, prototypers, futurists, data scientists, artists, developers, engineers, ethnographers, integrators, trendspotters, facilitators, and business designers [^2].
Personality Traits
  • Renegades
  • Realists
  • Empathetic
  • Dynamic
  • Exceptionally crafted
  • Clean
  • Clear
  • Responsive
  • Unique
  • Satisfying
  • Surprising
Visual Identity Overview
  • The visual identity is modern, minimalist, and geometric, featuring a monochromatic gray palette with overlapping shapes, ample negative space, and a clean layout. Essential elements include the IBM iX logotype, mesh mark, pattern library, pictograms, and a color palette of black, white, blues, and greys. Typography is based on IBM Plex Sans and Mono, and imagery is deliberate, distinctive, and honest [^3].

Categories

Brand Voice
  • Business by Design is the concept that expresses the unique way in which we tell our story, and it is important to the strategy of iX.
  • The new iX refers to our culture of Insight, Idea, Impact and the insights, ideas and exponential impact we deliver for our clients.
  • We are a collection of renegades and realists focused on the single biggest business challenge: tomorrow. Nothing we do is hypothetical. Everything we do has a measurable impact. We imagine the businesses that will shape the world for years to come and then we help our clients make them real.
  • We put cognitive to work.
  • We use design thinking to put innovation into application.
  • We execute engagements flawlessly, at scale.
  • Essential: Purposefully produced Nothing gratuitous or unnecessary Appropriate to the audience Delivered with deep empathy
  • Meticulous: Exceptionally crafted in every detail Works with precision Beautiful to see and share Clean and clear, easy to use
  • Alive: Dynamic, quick and responsive Right thing. Right time One step ahead, anticipatory Adapts and evolves continuously
  • Wonderful: Leaves you with a sense of awe Satisfying and surprising Unique, unlike anything else
Brand Imagery
  • Photography (and videography) play a critical role in any modern brand system. The imagery we produce to portray ourselves or our stories should be deliberate and as distinctive as any other element of our expression.
  • Our primary product is our people. We are all Business Designers. No matter what we specialize in, where we sit in the organization, we are all IBMers and iXers. For this reason, we have developed an approach to capturing the character of our people in a clean, common and consistent way.
  • The images are honest and sincere. These are not typical headshots. We have chosen to capture these images in a studio setting so as to “democratize” the diversity of our people. We intentionally shoot further back to reveal more body language and individuality, and we shoot slightly below eye-level in order to celebrate and champion the subject. This unifying approach to portraiture presents the organization as one.
Color Palette
  • The IBM iX color palette consists of Black and White, along with a range of Blues and Greys.
  • RGB 255 255 255 CMYK O 0 0 0 HEX #ffffff White
  • RGB 201 222 255 PMS 2707 C HEX #c9deff
  • RGB 151 193 255 PMS 2128 C HEX 4#97c1ff Blue 30
  • RGB 5 48 173 PMS Reflex Blue C HEX #0530ad Blue 80
  • RGB 0 98 255 PMS 2132 C HEX #0062ff
  • Blue 60
  • RGB 220 220 220 PMS Cool Gray 2 C HEX #dcdcdc
  • RGB 190 190 190 PMS Cool Gray 3 C HEX #bebebe
  • Grey 20
  • Grey 30
  • RGB 243 243 243 PMS Cool Gray 1 C HEX #f3f3f3
  • RGB O O 0 CMYK 0 0 0 100 PMS Black 6 HEX #000000
  • RGB 61 61 61 PMS Cool Gray 9 C HEX #3d3d3d
  • RGB 111 111 111 PMS Cool Gray 7 C HEX #6f6f6f
  • Gray 10
  • Black
  • Grey 80
  • Grey 60
Typography
  • IBM Plex™ is our corporate typeface, developed exclusively for IBM. Use IBM Plex for all communications going forward. IBM Plex™ Sans is our sans serif typeface, used for most situations.
  • Arial is the default system font for PPT and Keynote presentations.
  • For more information and to access the font download, please visit ibm.com/plex.
  • IBM Plex Sans
  • IBM Plex Sans Bold
  • IBM Plex Sans Italic
  • IBM Plex Sans Bold Italic
  • IBM Plex™ Mono is our monospaced typeface developed exclusively for IBM, and may be used along with IBM Plex Sans. IBM Plex Mono is great for developers to write code and provide code snippets.
  • IBM Plex Mono
  • IBM Plex Mono Bold
  • IBM Plex Mono Italic
  • IBM Plex Mono Bold Italic
  • When using IBM Plex Sans or Mono, please adhere to these point size and leading guidelines. This will provide greater consistency between applications and communications. To ensure a modern presentation of text, please avoid using too many sizes and weights within a single execution.
  • 6pt/9pt
  • 9pt/12pt
  • 12pt/18pt
  • 18pt/24pt
  • 24pt/36pt
  • 36pt/48pt
  • 72pt/96pt
  • 96pt/120pt
  • 120pt/150pt
  • 150pt/180pt
  • 180pt/210pt
  • 210pt/240pt
  • 240pt/300pt
  • 300pt/360pt
  • 360pt/420pt
  • 420pt/480pt
  • 720pt/900pt
Logo Usage
  • The logotype has been carefully crafted and should not be altered or redrawn in any way. It can appear in black on white/light backgrounds or reversed to white on dark backgrounds.
  • When using the logotype, it must appear in the context of the IBM master brand. Specifically, the IBM 8-bar logo should be featured whenever possible with the IBM iX logotype.
  • Please follow the clearspace shown here to maintain visibility within all of our brand communications.
  • Do not manipulate the logotype artwork in any way.
  • The Mesh version of the iX logo is our primary graphic element. The positive version can be placed on white and light grey. The reverse version is placed on black. Do not place the iX logo over other artwork or pattern backgrounds without approval.
  • Do not create a lock up of “IBM iX” with the iX logo.
  • A clears pace has been established for the iX logo to maintain visibility within all of our brand communications.
  • Please follow this recommended minimum clears pace for all versions of the iX logo.
  • The Mono version of the iX logo uses a single color of either black or white.
  • The Maker’s version of the iX uses a library of patterns that can be placed in various combinations.
  • Follow the relationship principles shown here when using the IBM iX logotype with the IBM 8-bar logo for maximum readability and clarity within your design executions.
  • The absolute minimum space allowed between the IBM iX logotype and the IBM 8-bar logo is 5x the cap height horizontally, and 3x the cap height vertically. More space is always preferred.
  • We use this construct as a sign off in all our designs. It should be oriented either ranged bottom, or top, and left and right of your communications, never midway, or centered.
  • Note how the IBM iX logo is base aligned with the logotype.
  • Note how the IBM 8-bar logo is base aligned with the IBM iX logo.
  • Do not lock up the IBM iX logo with the logotype.
  • Do not lock up the IBM iX logo with the IBM 8-bar logo.
  • Do not use multiple iX logos.
  • Do not center align elements.
  • Do not use all three elements on one line.
  • Do not lead the sign off with IBM 8-bar on the left.
  • Never separate IBM from iX in the logotype.
  • Do not lock up the iX type with the IBM 8-bar logo.
Tone And Messaging
  • Business by Design is the concept that expresses the unique way in which we tell our story, and it is important to the strategy of iX.
  • The new iX refers to our culture of Insight, Idea, Impact and the insights, ideas and exponential impact we deliver for our clients.
  • We are IBM iX, your global business design partner.
  • A combination of digital agency and consultancy, we work at the intersection of progressive strategy, creative vision, and transformational technology.
  • We are a collection of renegades and realists focused on the single biggest business challenge: tomorrow. Nothing we do is hypothetical. Everything we do has a measurable impact. We imagine the businesses that will shape the world for years to come and then we help our clients make them real.
  • IBM iX = Insight: We put cognitive to work. Idea: We use design thinking to put innovation into application. Impact: We execute engagements flawlessly, at scale.
  • Essential: Purposefully produced Nothing gratuitous or unnecessary Appropriate to the audience Delivered with deep empathy
  • Meticulous: Exceptionally crafted in every detail Works with precision Beautiful to see and share Clean and clear, easy to use
  • Alive: Dynamic, quick and responsive Right thing. Right time One step ahead, anticipatory Adapts and evolves continuously
  • Wonderful: Leaves you with a sense of awe Satisfying and surprising Unique, unlike anything else
  • The following pages show a range of executions using the new IBM iX visual and verbal expression. These examples are for illustrative purposes.
Brand Values
  • IBM iX = Insight We put cognitive to work. Idea We use design thinking to put innovation into application. Impact We execute engagements flawlessly, at scale.
  • The new iX refers to our culture of Insight, Idea, Impact and the insights, ideas and exponential impact we deliver for our clients.
Visual Style
  • The image should feature a modern, minimalist design with a monochromatic gray color palette. In the top left corner, include the text “IBM DX,” followed underneath by “Brand Guidelines” and “October 2018” in smaller font. The background should be composed of overlapping geometric shapes, primarily diamonds and parallelograms, arranged to create a layered, three-dimensional effect. These shapes should vary subtly in shades of gray, from light to dark, to enhance depth and contrast. The shapes should be arranged with some positioned at angles, intersecting, and partially overlapping each other, casting faint shadows to emphasize layering. The overall layout should look clean and professional, with ample negative space around the text and shapes to maintain clarity and balance. The IBM logo can be placed discreetly in the bottom right corner, consistent with branding guidelines.
  • Exceptionally crafted in every detail Works with precision Beautiful to see and share Clean and clear, easy to use
  • Dynamic, quick and responsive Right thing. Right time One step ahead, anticipatory Adapts and evolves continuously
  • Leaves you with a sense of awe Satisfying and surprising Unique, unlike anything else
  • The logotype has been carefully crafted and should not be altered or redrawn in any way. It can appear in black on white/light backgrounds or reversed to white on dark backgrounds.
  • When using the logotype, it must appear in the context of the IBM master brand. Specifically, the IBM 8-bar logo should be featured whenever possible with the IBM iX logotype.
  • Please follow the clearspace shown here to maintain visibility within all of our brand communications.
  • Do not manipulate the logotype artwork in any way.
  • The Mesh version of the iX logo is our primary graphic element. The positive version can be placed on white and light grey. The reverse version is placed on black. Do not place the iX logo over other artwork or pattern backgrounds without approval.
  • Do not create a lock up of “IBM iX” with the iX logo.
  • A clears pace has been established for the iX logo to maintain visibility within all of our brand communications.
  • Please follow this recommended minimum clears pace for all versions of the iX logo.
  • The Mono version of the iX logo uses a single color of either black or white.
  • Grey 2 on Grey 1 Black on Grey 6
  • Pattern Library
  • The Maker’s version of the iX uses a library of patterns that can be placed in various combinations.
  • Follow the relationship principles shown here when using the IBM iX logotype with the IBM 8-bar logo for maximum readability and clarity within your design executions.
  • The absolute minimum space allowed between the IBM iX logotype and the IBM 8-bar logo is 5x the cap height horizontally, and 3x the cap height vertically. More space is always preferred.
  • The IBM iX color palette consists of Black and White, along with a range of Blues and Greys.
  • Our grid is based on proportions, not dimensions.
  • It is derived from the IBM 8-bar logo and divisions of two. The base element of the grid is a square, which defines the relative column sizes, baseline grid, spacing, and type size. Doubling, halving or repeating exact portions determines the overall dimension of the application area.
  • Our grid can be apparent or transparent. It applies to any execution and becomes the canvas for our content, cognitive behaviors, and user interactions, whether in digital or physical spaces.
  • IBM Plex™ is our corporate typeface, developed exclusively for IBM. Use IBM Plex for all communications going forward. IBM Plex™ Sans is our sans serif typeface, used for most situations.
  • Arial is the default system font for PPT and Keynote presentations.
  • IBM Plex™ Mono is our monospaced typeface developed exclusively for IBM, and may be used along with IBM Plex Sans. IBM Plex Mono is great for developers to write code and provide code snippets.
  • When using IBM Plex Sans or Mono, please adhere to these point size and leading guidelines. This will provide greater consistency between applications and communications. To ensure a modern presentation of text, please avoid using too many sizes and weights within a single execution.
  • The creation and addition of pictogram artwork is an ongoing process. All new pictograms must receive approval prior to being added to the library.
  • The images are honest and sincere. These are not typical headshots. We have chosen to capture these images in a studio setting so as to “democratize” the diversity of our people. We intentionally shoot further back to reveal more body language and individuality, and we shoot slightly below eye-level in order to celebrate and champion the subject. This unifying approach to portraiture presents the organization as one.
  • Animations of the iX mark have been developed for use in various applications, such as end titles and screensavers.
  • Three 3D animations have been developed for use in various applications, such as in case study videos and ambient backdrops at events. Stills from the animations can also be used as background imagery for banners in social media and websites.
Iconography
  • Shown here are examples of the over 250 pictograms that have been developed and compiled into a library for various applications, including websites, presentations, infographics and other communications.
  • The creation and addition of pictogram artwork is an ongoing process. All new pictograms must receive approval prior to being added to the library.
Layout And Composition
  • The background should be composed of overlapping geometric shapes, primarily diamonds and parallelograms, arranged to create a layered, three-dimensional effect. These shapes should vary subtly in shades of gray, from light to dark, to enhance depth and contrast. The shapes should be arranged with some positioned at angles, intersecting, and partially overlapping each other, casting faint shadows to emphasize layering. The overall layout should look clean and professional, with ample negative space around the text and shapes to maintain clarity and balance.
  • Our grid is based on proportions, not dimensions.
  • It is derived from the IBM 8-bar logo and divisions of two. The base element of the grid is a square, which defines the relative column sizes, baseline grid, spacing, and type size. Doubling, halving or repeating exact portions determines the overall dimension of the application area.
  • Our grid can be apparent or transparent. It applies to any execution and becomes the canvas for our content, cognitive behaviors, and user interactions, whether in digital or physical spaces.
  • When using the logotype, it must appear in the context of the IBM master brand. Specifically, the IBM 8-bar logo should be featured whenever possible with the IBM iX logotype.
  • Please follow the clearspace shown here to maintain visibility within all of our brand communications.
  • Do not manipulate the logotype artwork in any way.
  • The Mesh version of the iX logo is our primary graphic element. The positive version can be placed on white and light grey. The reverse version is placed on black. Do not place the iX logo over other artwork or pattern backgrounds without approval.
  • Do not create a lock up of “IBM iX” with the iX logo.
  • A clears pace has been established for the iX logo to maintain visibility within all of our brand communications.
  • Please follow this recommended minimum clears pace for all versions of the iX logo.
  • The Mono version of the iX logo uses a single color of either black or white.
  • The Maker’s version of the iX uses a library of patterns that can be placed in various combinations.
  • Follow the relationship principles shown here when using the IBM iX logotype with the IBM 8-bar logo for maximum readability and clarity within your design executions.
  • This construct reduces visual redundancy of IBM in Plex and our IBM logo. This is a global conceit for all IBM, and should be used consistently.
  • We use this construct when the iX logo is part of the main art, and seen as a bigger piece of the overall composition. It can also be used when print and/or production needs do not allow for our iX logo to be used.
  • We use this construct as a sign off in all our designs. It should be oriented either ranged bottom, or top, and left and right of your communications, never midway, or centered.
  • The absolute minimum space allowed between the IBM iX logotype and the IBM 8-bar logo is 5x the cap height horizontally, and 3x the cap height vertically. More space is always preferred.
  • Follow the relationship principles shown here when using the IBM iX logo as a graphic in the communication. The iX logo may be scaled in increments of x.
  • Always sign off with the IBM iX logotype and IBM logo in its approved relationship.
  • For examples of this relationship principle in layout, please see p24.
  • Note how the IBM iX logo is base aligned with the logotype.
  • Note how the IBM 8-bar logo is base aligned with the IBM iX logo.
  • Do not lock up the IBM iX logo with the logotype.
  • Do not lock up the IBM iX logo with the IBM 8-bar logo.
  • Do not use multiple iX logos.
  • Do not center align elements.
  • Do not use all three elements on one line.
  • Do not lead the sign off with IBM 8-bar on the left.
  • Never separate IBM from iX in the logotype.
  • Do not lock up the iX type with the IBM 8-bar logo.
Sponsorships
  • The strategy for our brand identity is a reflection of the IBM business strategy to be a single, globally integrated enterprise. IBM has a single master brand identity. This means that the IBM name and logo represent all things about the company. Every sponsorship situation should be treated as an opportunity to elevate the IBM brand.
  • The examples shown here illustrate how iX appears-or does not appear-in certain sponsorship situations. The iX logo may not be appropriate, in most cases. When in doubt, use the IBM logo only.
  • Please contact the iX Brand Strategy team with questions at askbrand@us.ibm.com.
  • Use the IBM logo when multiple business units appear or sponsor an event. Also use the IBM logo when other companies are represented by their master brand, even if IBM iX is the sole sponsor.
  • Lead with the IBM iX logotype as a standalone when IBM iX is the sole sponsor at an event and it is not diminished by other sponsor’s brands. When in doubt, use the IBM logo only.
  • Lead with IBM Services when multiple capabilities are promoted at an event. Note that IBM iX may still appear in a subordinate position.
Acquisitions
  • Examples of the acquisition type treatment with the IBM iX logotype are shown here. These type treatments may be used in limited space situations where the use of the iX mark is not ideal, such as sponsorships.
  • IBM iX + Aperto an IBM Company
  • IBM iX + Aperto + Bluewolf IBM Companies
  • IBM iX + Bluewolf an IBM Company
  • IBM iX + Bluewolf + ecx.10 IBM Companies
  • IBM iX + ecx.io an IBM Company
  • Single
  • Multiple
Merchandise
  • The IBM iX collection is a direct reflection of our brand strategy. Each item is crafted to meet IBM standards for design, quality, consistency and safety.
  • A new iX merchandise collection is being developed and will be available at www.lo ostore-lobalid.us.
  • Find the authorized IBM supplier for your country at www.lo ostore-lobalid.com.
  • For more information or questions, please contact the Brand Strategy Logo Merchandise team at lo ostor us.ibm.com.
  • All items shown here and on the following pages are notional, for design example purposes only, and may not be available to order at this time. Substitutions and alternatives will be suggested when inquiries are made. Custom lead-times and minimum order quantities apply to all items at the time of publication.
  • All iX merchandise must be purchased through an authorized IBM supplier. To find your authorized supplier, visit www.logostore-globalid.com and select your country from the drop-down menu to view your country’s suppliers.
  • The iX mark can be manipulated with different techniques, such as embossing & embroidery, in such a way that accentuates the unique characteristics of the mark, as shown here.
Pattern Library
  • The Maker’s version of the iX uses a library of patterns that can be placed in various combinations.
  • Pattern Library
Presentations
  • A sales deck template has been developed for iX. Please select the appropriate template for your use. For those in the Digital Strategy service line, slides that utilize the IBM 8-bar logo have been provided within the template.
  • Arial is the default system font for PPT and Keynote presentations.
Email Signature
  • Our correspondence represents IBM, and therefore, should portray IBM’s brand personality -not our own individual character.
  • Our new iX email signature is purposefully simple and direct. It uses the default font, one size, and bold only for your name and iX. We no longer embed art or images in our email signatures, not even for our logo.
Business Card
  • The new IBM business card design is clean, simple and straightforward. The only logo to appear on business cards is the IBM corporate logo, as shown on the right. The new business card will be available for ordering later this year.
Environments And Events
  • Having a consistent approach to environments and events is key to building a strong presence for the iX brand. The following pages illustrate how the new iX elements come to life in physical spaces.
  • This page is under development. Please check back regularly for updates.
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