Identity in practice

Logo explorations

Explorations: Universal Everything


World of Watson event

Arena animations


The Watson business had grown into a proper world-class brand, worthy of its own brand system. However, the system had to be flexible and comprehensive enough to communicate the enduring idea of illumination at scale. The brand team helped solidify the strategy with principles and guidelines, creating a roadmap to capture and codify the unique character of Watson in every experience and working closely with our design partners to achieve a holistic approach.

Evolving the original Jeopardy TV show Watson avatar into a fully dynamic and expressive logo was one of the first items to tackle in the project. It was critical to enable the essential elements to manifest in any medium, from physical to digital. Throughout, the brand team worked closely with the Watson team to develop the With Watson business partner program and set new standards with the events team for how Watson and IBM appear at events.

IBM Design

Design partners