IBM is a business monument and a technology icon. It commands respect for its commitment to quality and innovation as well as for its design heritage.

The IBM software branding approach is based on a combined analysis of IBM,
its competition and contemporary notions of software and branding.

Case study emphasis:
- Conceive a branding strategy that allows for distinct brands to combine into an integrated offering

- Enable the branding to
evolve in order to support changing initiatives such as
the new e-business on-demand campaign

- Develop a flexible and highly branded visual language

Related brand systems:
ThinkPad TVT
IBM Grid Computing

Related branded campaign:
IBM Middleware