Global brand platform

In 2022, IBM set out to refresh its brand presence. Technology had moved on, and the role of our customers had changed. CTOs and CIOs were at the forefront of massive transformation. Instead of managing complex technical details, they became change agents within their organizations. They began harnessing the cloud, distributed data, AI and quantum to deliver better experiences and faster insights. IT became a profit center and competitive advantage. Our customers became the new creators.

Let’s create was born out of that insight. It’s a recognition of change, and an invitation to build the future together.

Brand positioning

The campaign was the manifestation of a larger, monthslong effort to retool how IBM showed up in the world. Collaborating with strategy agency Gretel, we co-developed a brand purpose and positioning centered on IBM’s legacy of being both partner and guide through the historical changes in business over our one hundred year existence.

The catalyst that makes the world work better.

We embraced our rich science and research background, deep technology expertise, and wide-ranging partnerships. Let’s create is a call for a new era of partnerships to tackle the world’s toughest problems at scale.

Node

We introduced the Node. An atomic unit of the IBM logo, the node is a catalyst.

In motion and in interaction, it can evolve, transform, propel, and expand.  

In static applications it can direct, inform, and frame content.

Color and weight

Marking a major change to the brand presence, we leaned into lighter tones in our palette, and the lighter weights in our typefaces. Across advertising, events and our own environments, the brand took on a more optimistic, more human tonality overall.

Photography

IBM is a story about creators – luminaries doing incredible things and solving big problems. We used Let’s create to revisit our approach to imagery. IBM imagery is an opportunity to present ourselves as great observers of the working world in which we show and tell stories. It’s an opportunity to highlight our scientists, thought leaders, clients and collaborators around the world.