1. IBM Logo Redesign
By Melissa Simmons
 Color was important in reflecting
business values
 Image was of equal importance
 Blue=Company’s old nickname
was “Big Blue”
 Green=Being a “green” company
 Image: Global leader working with
technology to promote global issues

2. The Logo Evolution The New IBM Logo
Time For A Change
The company has evolved into a global leader, working with other to make innovative technology changes and promote
positive change when it comes to social issues. The company needs a logo that reflects not only their leadership in the IT
field and their “green” qualities, but the fact the IBM is also the world’s largest consulting agency.

3. It is quite understandable that you want to feel that your
work with IBM is valuable. If you don’t have this feeling,
then you may become bored with your work or feel as if
you don’t have a purpose or make a positive change in
someone’s life by the work you perform. This new logo
considers you, the employee, in the overall design. It
helps recognize that you provide the world with a valuable
service and your work is not in vain.You, as employees,
have helped IBM become the global leader it is. You work
for a company that promotes social responsibility and is
leading the way for positive social change. Take a good
look at the logo, all you hard dedicated workers. Those
hands are yours. Those hands are working hard towards
positive global change. This logo represents not only the
company but as you can see, yourselves as well.
Employees Can Have Pride

4. You, as shareholders, want to know that your company is
excelling and moving in a positive direction, correct? You
also want to see the company continue to grow, right?
This logo represents the changes your company has
already transitioned through and what is left to explore
and build upon. You have invested your money in the
right company and this logo reflects this. IBM has
become a global leader not only in the Information
Technology field, but also in becoming the world’s largest
consulting organization. IBM is taking the initiative to
advance and promote social responsibility, not only in the
United States, but on a much larger global scale. This
logo represents all of these qualities, as well as the
company’s values.
ShareholdersCan See CompanyValue

5. You, as a customer, want to purchase goods or services
from a company you can trust and respect, correct? Let’s
face it, no one wants to do business with a company that
doesn’t care, has faulty products, or doesn’t have the
customer’s interests at heart. IBM is a company you can
proudly purchase from, trust, and respect. This new logo
represents all of these qualities about IBM. They are a
“green” company with a strong sense of social
responsibility. They do more than just sell Information
Technology products and services. They also work with
other businesses globally to help them excel as well. In
the end, this affects you the customer in a positive way.
In accepting this logo design, we all can help IBM continue
to be a respected, trusted, responsible global leader by
reflecting these qualities and traits in their new logo.
Customers Develop Respect