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an exploration into making the world work better
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01
research findings International Business Machines Corporation, or IBM, is an American multinational technology and consulting corporation, with headquarters in Armonk, New York, United States. IBM manufactures and markets computer hardware and software, and offers infrastructure, hosting and consulting services in areas ranging from mainframe computers to nanotechnology. The company was founded in 1911 as the Computing Tabulating Recording Company (CTR) through a merger of three companies: the Tabulating Machine Company, the International Time Recording Company, and the Computing Scale Company. CTR adopted the name International Business Machines in 1924, using a name previously designated to CTR’s subsidiary in Canada and later South America. Security analysts nicknamed IBM Big Blue in recognition of IBM’s common use of blue in products, packaging, and logo.
In 2012, Fortune ranked IBM the #2 largest U.S. firm in terms of number of employees (433,362), the #4 largest in terms of market capitalization, the #9 most profitable,and the #19 largest firm in terms of revenue. Globally, the company was ranked the #31 largest in terms of revenue by Forbes for 2011. Other rankings for 2011/2012 include #1 company for leaders (Fortune), #1 green company worldwide (Newsweek), #2 best global brand (Interbrand), #2 most respected company (Barron’s), #5 most admired company (Fortune), and #18 most innovative company (Fast Company). IBM has 12 research laboratories worldwide and, as of 2013, has held the record for most patents generated by a company for 20 consecutive years.
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Its employees have garnered five Nobel Prizes, six Turing Awards, ten National Medals of Technology, and five National Medals of Science. Notable inventions by IBM include the automated teller machine (ATM), the floppy disk, the hard disk drive, the magnetic stripe card, the relational database, the Universal Product Code (UPC), the financial swap, SABRE airline reservation system, DRAM, and Watson artificial intelligence. The company has undergone several organizational changes since its inception, acquiring companies such as Kenexa (2012) and SPSS (2009) and organizations such as PwC’s consulting business (2002), spinning off companies like Lexmark (1991), and selling off product lines like ThinkPad to Lenovo (2005).
The company employs 399,409 people worldwide. IBM brought $95.8 billion in revenue in 2009. It has 546,247 shareholders of record. IBM celebrated a 100 years of business in 2011. For 17 years in a row, IBM has received more U.S. patents than any other company.
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success
fail
One of the most profitable companies in the world
Not cohesive & consistent enough as a brand
The greenest company in the world
The general public still think they sell personal computers
respected, admired, good workplace
Nobody is really sure what they exactly do
frequent scientific breaktroughs & inventions
Seems intimidating, cold and unapproachable
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tone
audience
Professional but approachable
Needs to appeal to everyone in order to achieve it’s goals
Scientific but friendly
Avoid the last approach that catered to scientists and business people
Simple and to the point
solution Modernize its branding, make it cohesive and consistent throughout all forms of media; including print, interactive & motion Increase brand awareness; make the general public know what they are doing and how they are doing it Make the brand present in everyday life; let people get used to seeing IBM everywhere they go
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02
01 The goal was to modernize the existing logo, while keeping the scanlines as the main graphical element.
logo shape exploration Gotham Family regular, bold, black
02 To keep the same amount of scanlines within the logo, the weights of the strokes had to fit perfectly with the typeface.
Various Families futura, tungsten, univers
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02
logo final shape
Each letterform was redesigned so the positive and negative shapes that the scanlines create blend together seamlessly. This version of the logo should exist primarily on white backgrounds.
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03
logo color exploration
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03
logo final color
This version of the logo should exist primarily on darker backgrounds. Opt for a solid white version it if the background matches the color of any of the colored shapes within the logo.
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04
color primary pallete
CMYK 100 / 0 / 35 / 0
CMYK 0 / 54 / 100 / 0
RGB 52 / 189 / 182
RGB 247 / 141 / 30
HEX #33bdb5
HEX #f68c1e
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01 To maintain a consistent brand image, all four colors should be used together consistently.
02 Always aim to use the primary colors, avoid tints whenever possible.
03 These colors work equally well on white and black backgrounds. CMYK 86 / 37 / 33 / 4
CMYK 100 / 77 / 35 / 22
RGB 8 / 127 / 150
RGB 12 / 65 / 104
HEX #077e95
HEX #0c4168
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05
typography faces & sizes Akkurat Light Pro headers
1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNO PQRSTUVWXYZ !?.,():;”’*&%-_=+$#@
Akkurat Pro body
1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNO PQRSTUVWXYZ !?.,():;”’*&%-_=+$#@
Akkurat Pro Bold call for attention
1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNO PQRSTUVWXYZ !?.,():;”’*&%-_=+$#@
Akkurat Mono numbers
1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNO PQRSTUVWXYZ !?.,():;”’*&%-_=+$#@
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06
print stationery
Letterhead front & back
Business Card front & back
Envelope front & back
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06
print business cards 01 The business card starts animating only when its picked up.
02 Crucial information is always accessible and isn’t animated.
Felix Soletic Design & Strategy felix.soletic@gmail.com 626 765 1920 1 New Orchard Road Armonk, New York 10504-1722 United States www.ibm.com
International Business Machines Corporation
IBM is the first company in the world to exclusively use flexible, paper-thin OLED displays for their business cards. This emerging technology adds a new layer of depth into an otherwise static, non interactive promotional material.
03 The bottom bar randomly changes its movement trought each iteration, making every business card unique.
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06
print publication Cover front & back
Spread #1 splash graphic & intro
Spread #2 basic philosophy
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06
print posters The first two posters portray chaos getting organized into order; symbolizing how IBM gathers countless fragmented data and makes sense of it using their technology. The third one shows the icons that represent different branches of IBM’s Smart Planet initiative.
01 The posters continue the idea of the business cards; each poster is its own animation that loops continuously in order to attract attention.
02 The animation pauses for 15 inbetween each loop.
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03 The posters are strategically placed in areas where people congregate; on bus stops, shops and busy streets.
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07
website overall Search
Support
My IBM
Industries
Services
Products
Solution topics
Industry solutions
Business Partners
• Analytics
• Complex and embedded systems
• Enterprise modernization
• Service oriented architecture (SOA)
• Application lifecycle management
• Connectivity and integration
• Enterprise resource planning
• Smarter computing
• Asset management
• Data management
• Expert integrated systems
• Social collaboration
• Application infrastructure
• Data warehousing
• Procurement
• Unified communications
• Business process management
• Energy and environment
• Product lifecycle management
• Virtualization
• Cloud computing
• Enterprise content management
• Security
• Web experience
• Commerce
• Enterprise marketing management
• More capabilities
Smarter Railroads Embedded intelligence, analytics and optimization are reshaping the granddaddy of the transportation industry.
Building a smarter rail system Remember how math and physics problems in school often used trains as an example? That's because railroads have always generated data. And today, with RFID and other technologies, they generate more data than ever before. IBM can use that data to help make railroads more efficient, safer, faster, cleaner, and profitable. In a word: smarter.
Taiwan High Speed Rail's trains run up and down the country's west coast. Thanks to intelligent tracking and maintenance, it delivers its passengers on time in 99 percent of its arrivals.
Taiwan High Speed Rail case study
Japan's Tokaido Shinkansen, the world's most heavily traveled high speed line, has an annual average delay of 30 seconds.
Putting smarter rail transportation on the fast track In regions throughout the world, the public and private sectors recognize the need for a better transportation infrastructure. And increasingly, they see the potential of smarter railroads to address that need. But how do we get there? Through the vagaries of history, geography, economics and politics, some continents (such as Europe) are much farther along in optimizing their transportation infrastructure for train passengers, even as others (especially North America) outpace them in the use of rail for freight transportation. Each could learn something from the other. We've reached an historic point—whereby technological advancements now meet the societal, environmental and financial demands for a more efficient and intelligent transportation system. An instrumented, interconnected and intelligent transportation infrastructure - and smarter railroads, in particular; could make the global economy stronger, reducve greenhouse gas emissions, make highways safer and reduce road congestion. A smarter planet, in other words, needs smarter railroads.
The smarter railroad: an opportunity for the railroad industry In 2009, the global rail industry will struggle to meet the increasing demand for freight and passenger transportation. While it is natural for business to brace itself during difficult economic times, this is actually the opposite of what rail executives need to be doing today. This report explains why now is the time to invest in creating real innovation for an industry that needs to launch itself forward to meet the needs of the twenty-first century.
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Amtrak operates on 22 000 miles of track - 97% of which is owned by freight railroads.
In the next five years, an estimated $300 billion will be spent globally on railway development and upgrades.
The top 4 challenges faced by global rail executives
Capacity & congestion
Operational efficiency & reliability
Structural & competition issues
Safety & Security
Smarter transportation Railroads have always been part of a wider ecosystem—in the early 20th century, railroads even helped pave the roadways that connected farmers, commodity merchants and travelers to the rail lines. In the 21st century, rail companies will continue to collaborate with and extend their networks across an even wider array of the transportation infrastructure, including travel partners, suppliers, logistics service providers, intermodal carriers,
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07
website details The new website makes navigating between different sections much more easier than before. Its modular grid allows it to fit within any viewframe, whether it is a 32’’ Apple Cinema display or a tiny cellphone screen. It is also fully responsive, allowing the user to find what they are looking for in a really quick, intuitive fashion.
01 The subsections of the top navigation show up only when the main link is clicked.
02 The icons next to the main title of the page open different types of content when highlighted.
02 The entire bottom area changes dynamically if the user starts navigating with the icons above the title.
Support
Industries
Services
Products
Solution topics
Industry solutions
Business Partners
• Analytics
• Complex and embedded systems
• Enterprise modernization
• Service orie
• Application lifecycle management
• Connectivity and integration
• Enterprise resource planning
• Smarter co
• Asset management
• Data management
• Expert integrated systems
• Social colla
• Application infrastructure
• Data warehousing
• Procurement
• Unified com
• Business process management
• Energy and environment
• Product lifecycle management
• Virtualizatio
• Cloud computing
• Enterprise content management
• Security
• Web experie
• Commerce
• Enterprise marketing management
• More capab
Smarter Railroads Embedded intelligence, analytics and optimization are reshaping the granddaddy of the transportation industry.
Building a sma
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08
environment the idea IBM is shaping today’s environment unlike any other company in the world. The technologies that the company employs are able to drastically improve every aspect of our daily lives. The most important goal of this rebrand is to make the general public aware of how much these technologies improve the quality of their lives. IBM would then have a lot more support in spreading their initiative on a bigger scale.
To achieve this goal, the first step is to have a clear way of labeling each environment that has been improved by IBMs technology, whether that is a bank, an office building, a hospital or a school. The second step is to have an attractive way of visually connecting all of these environments together, which would highlight neighbourhoods and cities that adopted these technologies already, but would also cause the environments who are not using these technologies to stick out, pressuring them to join the initiative.
Icons solution to step #1 These icons are going to clearly label each technology that a particular enviroment is utilizing. They are all dynamic and animate in a constant loop.
Light fixtures solution to step #2 This massive light installation would connect all of these environments together in a visually stunning grid of lights that would flash once a day at a particular time, rippling troughout the city.
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08
environment icons
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Smarter Retail
Smarter Education
Smarter Public Safety
Smarter Buildings
Smarter Banking
Smarter Healthcare
Smarter Rail
Smarter Products
Smarter IT
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08
environment icons in context
01 Each icon animates in a loop on the screen, 24 hours a day.
02 Energy efficient screens are installed in every space that has been improved by IBMs technology.
03 Every icon is contained within a hexagon shape to allow tiling of multiple screens if more than one technology is being used in one environment.
When combined together with light installations, these icons will add life to the surrounding space with its energetic, dynamic movement.
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08
environment lights The lights would be placed along the exterior of the environments which passed IBM’s approval on the proper implementation of its technologies. Its purpose is to unify those environments within a grid which would serve as an everyday reminder on our progress in making the planet smarter and safer. It would also encourage people who otherwise wouldn’t get involved to join the initiative. It’s a clear sign to others that your business cares about the future of our planet.
Neighbourhoods that don’t yet support any of IBM’s technologies Neighbourhoods in the phase of transitioning to IBM’s technologies Neighbourhoods that fully support all IBM’s technologies
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environment lights in context
01 The lights would ripple troughout the city in a cascading fashion once a day after the sun sets.
02 The lights are made in a form an attachable strip that can be easily installed on any surface.
03 Bright energy efficient LED’s are solar powered, and don’t add any additional cost after theyt are installed.
It will be easy for everyone to track the progress IBM is making towards shaping a better future for the planet just by looking at how much the grid is spreading trough their city and the entire country.
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08
environment the future
New York
Los Angeles
After entire cities incorporate IBM’s technologies, the next goal is to start connecting cities using this grid by utilizing highways as a way to transport light.
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designed by felix soletic