ICONS OF PROGRESS

Credits & Description:

Type of entry: Brand & Identity Experience
Category: Consumer Services
Advertiser: IBM
Product/Service: IBM
Agency: OGILVY NEW YORK, USA
Advertiser IBM
Product IBM
Entrant OGILVY NEW YORK, USA
Type of Entry: Brand & Identity Experience
Category: Consumer Services
Title: ICONS OF PROGRESS
Advertiser/Client: IBM
Product/Service: IBM
Entrant Company: OGILVY NEW YORK, USA
DM/Advertising Agency: OGILVY NEW YORK, USA

Co-Agency: (Vsa Partners)
Co-Agency: (Sypartners)
Co-Agency: (Ogilvy New York)

Brief Explanation
From over 500 stories, we selected 100 iconic moments to demonstrate IBM’s ceaseless innovation, pursuit of knowledge and belief that together we can make the world work better.

Describe the brief from the client
In the span of a century, IBM has evolved from a small business that made meat scales, time clocks and tabulating machines to a globally integrated enterprise with more than 400,000 employees and a strong vision for the future. The many stories of their first 100 years are complex tales of big risks, lessons learned, and discoveries that have transformed the way we work and live. IBM challenged us to bring these stories to life in logos fit for a centennial.




Describe the creative solution to the brief/objective.



For each, we designed a stylised '100' logo, capturing the story and expanded on each with deeper content, such as the impact on the world, or the perceptions of IBMers themselves.




Describe the results in as much detail as possible.



The project became the visual identity of a hugely successful year-long celebration.