The role was small but mighty — to refine a wordmark concept presented by Landor to the IBM and Kyndryl executive leadership and craft the final version. Landor was developing the new brand strategy and identity system for Kyndryl and needed a unique wordmark that reflected the dynamic spin-off of IBM’s IT infrastructure service business with 90,000 employees right out of the gate.
There were vital considerations to explore in the wordmark — the design of the letter “k,” the letterspacing, the letter proportions, curves, joints, and weight of the letters. The initial “k” in the concept presented lacked a decisive point of view, and as the ﬁrst letter in such a unique word, it demanded one. There was also an opportunity to build a formal relationship with the two y’s constructed with two simple diagonal strokes. Using the same stroke logic from the “y” to create the “k” became a clear direction to pursue.
The final wordmark is distinct and delivers a “k” with significant results — the right amount of attitude, a harmonized relationship between the letterforms, and informs a robust graphic pattern used to express the brand.
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