The folks over at Office were recently tapped by Ogilvy & Mather New York to work on IBM’s Smarter Planet campaign, which would “show the world that the thinking and technology that’s needed to solve the world’s biggest problems exists today.” So they crafted together a huge branding and identity project that ended up being influenced by Paul Rand’s work fro IBM during the 50’s, 60’s and 70’s. In my opinion, the results were phenomenal. Their bold uses of shape and color not only make the ideas some progressive, they instantly grab your attention and make you want more.
I think it’s also important to point out that their use of white space is nearly as important as the shapes, colors and body text. It’s just the right amount of white space, which lets you breathe and really take in each object properly. In the end, I’m not sure if this makes me feel like IBM is “cool”, honestly I’m not even sure what they do anymore, but this is a great step in the right direction.
Check out the gallery below for the individual posters.