In collaboration with a creative company Moving Brands and a design studio CATK, IBM recently revealed IBM iX new design logo. Using experimental typography, the creatives try to create more appealing look on the logo by adding geometric shape.
See the comparation of the new and old logo design below.
As seen, the old logo has totally different design without the iconic 8 distinctive bars in the lettering. It was was created by Paul Rand and lasts for more than 40 years. For Rand, logo pretty much represent of what the company serves so it is better to be clear and memorable.
With the simply modern look in its new logo, IBM iX seems able to live up to the main company’s logo. Also, it is a good attempt to show the design and consulting divison boldly.