Jim Schachterle
 




IBM Cloud

Brand =
Interface

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IBM Team

VP Brand Experience & Design, Todd Simmons
Executive Creative Director, Mike Abbink
Design Director, Sadek Bazara
Program Manager, Ken Hartmann

Form& Team

Principal, Jim Schachterle
Principal, Manuel Dilone
Executive Producer, Megan O’Malley
Design, Steve Winchell
Design, Estelle Kim
Design, Ross Gendels
Design, Josephine Tansara
Design, Nathan Nedorostek

Capabilities

Brand Identity Design
Experience Design

Description

During 2016, Form& partnered with IBM's Brand Experience & Design team to explore a new brand language for IBM Cloud. The resulting concept—titled Altitude—extended across a new verbal and visual identity for IBM Cloud, shaping the design of global experiences and communications. At its core, IBM Cloud is a fluid and ever-evolving medium, and the concept suggested interaction in every moment, creating interfaces for exchange regardless of medium. Unlike traditional brands, the idea was grounded in the development of a pattern library that expressed different modes of interaction—evolving how we traditionally think about brand systems and their role.

 
 
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