Company
IBM
Timeline
2021
Disciplines
Designer, Art Director
Platforms
Desktop, Mobile
IBM - Branding kit
Linux@IBM
Ask:
Develop a cohesive visual identity for Linux@IBM, including branding for its app, dashboard, and website, while aligning with IBM’s design standards.
Challenge:
The project required creating a distinct Linux-inspired brand identity within IBM’s strict design guidelines and legal restrictions against using the Linux penguin. The key challenge was balancing IBM’s branding requirements with visual elements that resonated with developers and software engineers.
Approach:
As the sole designer, I conducted user interviews with Linux developers to understand their workflow and preferences. Using word mapping exercises, I identified key themes that informed the design. I then developed a comprehensive toolkit—including a logo, wordmark, email banners, site banners, and illustrations—ensuring the brand felt intuitive and engaging while meeting IBM’s legal and design constraints.
Impact:
The final design system successfully unified the Linux@IBM brand across its app, dashboard, and website, enhancing usability and recognition among over 50,000 IBMers. The new identity resonated with developers, strengthening engagement with the Linux desktop platform at IBM.
Lorem
