This memorable logo is so simple but impactful due to its unique design and concept. This logo is displayed in equal stripes. Besides the stripes there is nothing else to this logo. There are no other logos like this IBM one. This is a benefit for IBM because of the attention the logo draws. It is even more helpful that a unique design results into the logo being more attractive to the viewer. This is also an advantage because you are more likely to remember this brand and logo due to its design.
This technique incorporates both positive and negative space. The positive space allows for the shape of the “IBM” to be formed. These strong lines allow for the negative space to be just as strong. The negative space creates the “full” IBM letters to your eyes but allows more movement through the logo due to the negative space. This is beautifully done. This truly creates something complex but simple and something that you will remember.
Designer Paul Rand designed this smart and simple logo for IBM. This has been the IBM logo since 1972. Rand is best known for his corporate logo designs such as IBM, UPS, ABC, Enron, Morningstar, and many more. Rand approached his logo designs using asymmetrical layouts, typography (san serif in specific), photography, and montage. He once said “one quickly realizes that simplicity and geometry are the language of timelessness and universality” (Rand).
Graphic Design Spring '22 