IBM Systems needed more than the legacy of its famous brand. It needed a fully integrated design system built for performance.
From illustration style to email content, the new IBM Systems Brand Guide was the guide to rule all guides.
From the simplest elements, the design system creates the foundation upon which more complex elements are built — simplifying decisions for every application.
Unlike other business units, IBM Systems has physical products to show off. We set a vision to feature them in their best light.
The IBM Systems Brand Guide goes beyond visual design. Additional direction on voice and tone for copy, illustration style, digital touchpoints and more ensure powerful expression.