IBM ETI Branding
Visualizing Innovation, Growth and Breakthrough with the IBM Vocabulary
ETI (Emerging Technology Institute) is part of IBM China Development Labs. It engages in research into messaging, new
programming tools, web development, business process modeling, etc. ETI has in its gene, the spirit of innovation, growth and breakthrough.
Those 3 key words became the starting points when I was assigned to rebrand ETI.
Individual Work | 2012 My Role: Brand Designer Tools: Photoshop Skills: Graphic Design, Branding
Process
I came up with a few sketches, among which 11 ideas were selected for further development.
Out of them, 6 concepts were elaborated and developed for final pitch. Here are the unused ones:
Final Deliverables
Official VI for IBM ETI. Other deliverables included stationery, business card, phone and laptop landing page, bus stop billboard, etc.
What I learned
“A robust VI system needs to be
adaptable for emerging media and platform.
In 2012, this was designed with prints, mobile, as well as PC in mind.
Nowadays, things like XR or 4D have to be considered.
What matters is to design it with the simplicity
that will afford whatever new types of media that appear.”