The IBM Design Language is the philosophy, principles, and practices that guide the continuity and creativity of every experience with IBM. Its foundation is a set of essential design elements, each crafted with a distinct IBM-ness such that every experience has the same connective tissue and unique brand character. The result is unity—not uniformity—at scale.
2x Grid
Typeface
Iconography
Color
Illustration
Animation
Exhibits
Creative direction
Mike Abbink
Design direction
Sadek Bazaraa
Design lead
Chiu-Ping Chiu
Program directors
Hayley Hughes, Daniel Kuehn
Hayley Hughes, Daniel Kuehn
Design
Mike Abbink, Inhee Bae, Sadek Bazaraa, Chiu-Ping Chiu, Kelvin Chu, Conrad Ennis, Peter Garvin, Hayley Hughes, Ryan Mellody, Justin McNair, Dana Paslaru, Erica Raymond, Todd Simmons, Diana Stanciulescu, Wonil Suh, Shixie Shi Trofimov, Andreea Vintila
Design collaborators
Cameron Calder, Jimmy Dyer, Anna Gonzales, Lauren Rice, Nicole Roppel, Cooper Sanborn, Jenny Sanchez, Denise Shaw, Diana Tran, Peter Vachon, Marc Wisniewski
Front-end development
Josh Black, Jen Downs, Diego Hernandez, James Rauhut, Trevor Wong
Event design
Matthew Calkins, Mia Chubarova, Jessica Edmiston, Charlie Flexon
Design agency partners
Athletics (design), Doberman (web), Buck (motion graphics), GPJ (event design), StoryTK (illustration)