Logos

The IBM logo is one of our most valuable corporate assets and is among the most recognized corporate identities in the world, uniquely distinguishing us from our competitors and other companies. It’s the tangible symbol of our brand, representing everything we are: our expertise, our values, our people, our offerings.

Resources

IBM Rebus

Designed by Paul Rand for his Eye-Bee-M poster (1981) in support of IBM’s motto, THINK. The Rebus used pictures to represent letters which are an iconic part of IBM’s visual history. Today we still use the Rebus which has since been adjusted to meet the requirements of different mediums, scales and production environments. Like the 8-bar, the Rebus comes in both positive and negative versions. The Rebus can be used in special applications such as merchandise, badges and events but should not be used in place of the 8-Bar as an official brand communications sign off.

rebus darkrebus light

Color

The IBM core colors consisting of the blue and gray families are used when applying color to the Rebus. Always use a minimum of five “steps” away between the foreground and background color to insure appropriate contrast and legibilty.

black

Black

Blue 90

Blue 90

Blue 80

Blue 80

Blue 70

Blue 70

Gray 70

Gray 70

Gray 60

Gray 60

Blue 50 / Black

Blue 50 / Black

Blue 40 / Blue 90

Blue 40 / Blue 90

Blue 50 / Blue 100

Blue 50 / Blue 100

Gray 40 / Gray 100

Gray 40 / Gray 100

Gray 30 / Blue 80

Gray 30 / Blue 80

Black / Cool Gray 30

Black / Cool Gray 30

Backgrounds for core color Rebus

Dark or light background colors work well with the core color IBM logo. Always use a minimum of five “steps” away between the foreground and background color to insure appropriate contrast and legibilty as in the samples below.

Gray 40 / Purple 90

Gray 40 / Purple 90

Gray 40 / Teal 90

Gray 40 / Teal 90

Gray 30 / Cyan 80

Gray 30 / Cyan 80

Blue 40 / Purple 90

Blue 40 / Purple 90

Blue 40 / Teal 9

Blue 40 / Teal 90

Blue 40 / Cyan 90

Blue 40 / Cyan 90

Blue 40 / Blue 100

Blue 40 / Blue 100

Gray 30 / Purple 80

Gray 30 / Purple 80

Gray 30 / Red 90

Gray 30 / Red 90

Gray 100 / Blue 20

Gray 100 / Blue 20

Blue 90 / Purple 20

Blue 90 / Purple 20

Black / Purple 20

Black / Purple 20

Gray 100 / Blue 10

Gray 100 / Blue 10

Blue 90 / Magenta 10

Blue 90 / Magenta 10

Blue 80 / Purple 10

Blue 80 / Purple 10

Backgrounds for white Rebus

There are many colors backgrounds available to choose from when using the white IBM Rebus. To achieve the best results for legibilty choose from the 60–100 ranges from the IBM color palette. Rememeber to use the negative verion of the Rebus in this case.

rebus backgrounds

IBM Totem Rebus

The totem rebus adds more meaning to the already lovable original. The totem connects with us because it speaks to the human factor, the user, and the ever evolving relationship of mankind and the machines. It reminds that good design should primarily serve people and move us toward progress.

rebus totem scale

Same scale in vertical relationship

rebus totem positive

Totem rebus positive

rebus totem negative

Totem rebus negative

rebus spacing on grid

Rebus and spacing are on a grid

Usage

The IBM rebus is a special piece of design and also part of the permanent collection of the Museum of Modern Art. The form should not be be altered, adjusted, colored in inapproriate ways. Below are a few samples of things to avoid and a few that are permissable. If these basics are adhered to it should protect the integrity of Paul Rands great design work.

rebus dont spacing example

Do not alter spacing

rebus dont scale example

Do not scale and recompose

rebus don't add dropshadow example

Do not use drop shadows

rebus don't stretch example

Do not stretch or compress

do not replace rebus for signoff example

Do not replace 8-Bar for sign offs

do not use unacceptable combos example

Do not use unnacceptable combos

don't use eye alone example

Do use the eye alone

don't use bee along example

Do use the bee alone

Get in touch

Huda Mohamed

Brand Strategist, Brand Experience & Design mohamed@ca.ibm.com

Lisa Lind

Executive Producer, Brand Experience & Design llind@us.ibm.com