M-A-D ~ IBM Software ~ branding: colors & brands relationship  1  2  3  4  5  6  7  8  9  10  11  12  13  14  15  16

Although it is not an explicitly branded entity, the notion of “IBM software” is intended to emerge in the minds of consumers. The (de facto) IBM software brand derives from the sum of distinct yet fully integrated brands:

+ DB2 green
+ LOTUS yellow
+ TIVOLI red
+ WEBSPHERE purple
+ RATIONAL teal
= IBM software

These brands need to exist in several states:
- independently
- in different configurations
- as a fully integrated set

Color functions both to unify and identify the different brands within the group. It enables consumers to recognize the software names as sister brands, all supported by the power of the IBM family.