In 1972, a new version of IBM logo was introduced, again designed by Paul Rand. The solid letters were replaced by horizontal stripes, suggesting speed and dynamism. The graphic evolution of IBM logo shows that the IBM logo is an excellent example of a company that uses capitalized block lettering to establish authority without alienating its audience. The IBM logo stands so absolute it looks like it was made by machine, instead of by hand.
IBM is recognized as the powerhouse of high-quality computer products and services. The IBM logo is an image of expertise, innovation, service and trust, thereby reinforcing the strength of IBM in the industry. If observed closely, the IBM logo, also known as “Big Blue”, generates a message of “Equality”. The Big Blue IBM logo, with its lower right parallel lines, highlights in the shape of an “equals” sign. Furthermore, the term “BIG” in the Big Blue IBM logo refers to the company’s size in the market share, whereas, the “BLUE” is the official color of the eight-bar IBM logo.
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