Athletics and IBM share a partnership that traces back to 2015. It all began with the reimagining of IBM Cloud's branding and visual identity. Over the course of eight years, Athletics has persistently revolutionized how IBM presents itself to the global audience.
In their recent endeavor, IBM sought Athletics' expertise to craft an identity for IBM TechXchange. The challenge was to merge IBM's overarching brand while encapsulating the event's essence: a nexus for the diverse technologist community to innovate and connect.
The IBM TechXchange logotype comfortably situates itself within IBM's overarching brand realm, aligning gracefully beside IBM's renowned 8-bar logo. But, the magic unfurls when motion is introduced to this identity. Designed to mirror technology's dynamic facet, the motion design language intertwines sharp cuts, brisk snaps, and consistent linear loops, creating a portrayal that's technically rich and unmistakably straightforward.
The selected color palette borrows its roots from IBM's primary brand but evolves further. It embraces a broad hue spectrum, symbolizing the varied perspectives and inclusivity that the event promises.
Central to this design is the IBM TechXchange grid system. This foundational grid serves as a canvas, welcoming new elements for future iterations. Dominated by four pivotal components, the grid becomes the storyteller:
- Simplified yet symbolic shapes narrate tales of connections.
- Elements extracted from Paul Rand's iconic rebus add a touch of legacy.
- Pictograms, straight out of IBM’s repository, echo technological innovations.
- A curated photograph collection epitomizes human collaboration, mutual growth, and the enriching learning experiences the event offers.
For a deeper dive, the full case study offers expansive insights into this branding journey. Through such collaborations, Athletics not only solidifies IBM's branding but also celebrates the amalgamation of design, technology, and community.
Branding and visual identity artifacts
For more information make sure to check out Athletics' website.