In parallel to the Watson brand evolution, it was essential to explore how the new visual expression could impact the delivery experience of what we called “Watson insights” or “Watson moments.” It was also the very beginning of what would ultimately inform the IBM Design Language and IBM Design System development. The Watson Insights project investigated spatial, behavior, and motion constructs and how the Watson logo would transform into the delivery mechanism — personifying the mark and bringing it to life within digital experiences. The insight needed to deliver valuable insights that could only be possible by using Watson AI technologies to make the experience beneficial to the user.

IBM Design

Design partner