Cannes Lions

I.T. SOLUTIONS

OFFICE: JASON SCHULTE DESIGN, San Francisco / IBM / 2010

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Overview

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Credits

Overview

Description

The CEO of IBM delivered a visionary speech outlining the need to build a smarter planet to solve the world's biggest problems. We were asked to create a visual vocabulary for the “Smarter Planet” campaign that was as bold and dynamic as the solutions being posed.

Execution

We were inspired by the creative vision that designers Elliot Nois and Paul Rand developed for IBM in 1955, defining how the "most advanced electronics company" should look:“The visual representation of IBM should adopt an attitude rather than conform to a set of hard guidelines. It should express itself in the most modern manner ... as technologically advanced, yet understanding of cultural values.”We created a visual vocabulary defined by IBM’s aspiration – a company of ideas, working to build a smarter planet. The icons are as bold, modern, provocative and relevant as the ideas they represent.

Outcome

The Smarter Planet campaign has been exceeding its goals, and the series of icons have helped create a strong identity and drive recognition for the effort. The campaign has gained recognition and responses from classrooms, leading corporations, The White House, and leaders of other nations, sparking meaningful solutions around the globe.

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