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

The notion of JUXTAPOSITION is another way to describe IBM software’s strategy of partnering with “best of breed” companies.

It refers to historical predecessors, such as quilts
and mosaics but also other contemporary forms such
as farm patches, urban landscapes and screen pixels.

The IBM software brands have adopted a pictorial concept called THE MOSAIC. It provides a framework for crafting and coordinating the colors, graphics and images that characterize each brand.

The mosaics reinforce fundamental IBM software brand attributes, such as: