IBM has always served as a medium between mankind and machine, science, service and society, working in partnership on a path to progress. While their philosophy may evolve and expand over time, their principles are designed to endure, ensuring everything IBM is distinctly IBM.
In half a decade of working alongside the teams at Athletics and IBM Brand Experience and Design we’ve evolved and launched nearly a dozen sub-brands and distinctive identity systems for Watson, Cloud, Security, Developer, Consulting, Be Equal, Think, and more.
In half a decade of working alongside the teams at Athletics and IBM Brand Experience and Design we’ve evolved and launched nearly a dozen sub-brands and distinctive identity systems for Watson, Cloud, Security, Developer, Consulting, Be Equal, Think, and more.
![Designs for IBM Watson](https://assets-global.website-files.com/63da8a726d1299617719ebeb/6408b8747780a7fb4e0aef11_Watson_Hero_v2.jpg)
![Design guidelines for IBM Watson](https://assets-global.website-files.com/63da8a726d1299617719ebeb/6408b88e083a0436d27c684f_Watson_Guidelines_v2.jpg)
![Website for IBM Watson](https://assets-global.website-files.com/63da8a726d1299617719ebeb/6408b89c7fd4056b04dfedbd_Watson_Tablet.jpg)
![IBM Be Equal Flag](https://assets-global.website-files.com/63da8a726d1299617719ebeb/64079e5b2f15cf8257cd77f5_BeEqual_PricdeBees.jpg)
![IBM Be Equal Color families](https://assets-global.website-files.com/63da8a726d1299617719ebeb/64079f43b71057448d21180c_BeEqual_Groups.jpg)
![IBM Security photography](https://assets-global.website-files.com/63da8a726d1299617719ebeb/6408c82ce0e5f4fa613bf434_IBMSec_GroupPhoto.jpg)
![IBM Security aurora design tools](https://assets-global.website-files.com/63da8a726d1299617719ebeb/6407a015b73100d6a50ddf7b_IBMSec_AuroraBuild.jpg)
![](https://assets-global.website-files.com/63da8a726d1299617719ebeb/640b599e9df698eeaa840e3c_ibm-developer.gif)
![IBM Security photography](https://assets-global.website-files.com/63da8a726d1299617719ebeb/6408b8b468e95ea1921d248b_Developer_Hero.jpg)
![IBM Security photography](https://assets-global.website-files.com/63da8a726d1299617719ebeb/6408b8bde9d8e0f9c37d37a9_Developer_small.jpg)
![IBM Security photography](https://assets-global.website-files.com/63da8a726d1299617719ebeb/6408be8ee058908662f969b6_Developer_Guidelines_v1.jpg)