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

The second unifying device for the IBM software brands is THE RIVER, a horizontal strip that spans across the majority
of software communications.

In combination with the white background it conveys a sense of clarity and OPENNESS, which is a core IBM attribute.

The combined use of THE MOSAIC and THE RIVER concept throughout all forms
of communication allows a connection between the five software brands. It is an
on-going thread of visual narrative that evolves with new technologies and new business strategies. In that sense, it is
to branding what autonomic computing is to IBM software.

From a graphical standpoint, the coherence of the system allows to modulate and customize the mosaic without loosing branding integrity.

IBM software packaging