IBM has traded in its classic font of helvetica for a fresher look with the introduction of IBM Plex -- a new typeface that hopes to better reflect the company's achievements and history.
In order to create the new font, IBM's creative director Mike Abbink dove into what made the company so unique, studying its ability to operate through the Great Depression and both World Wars. What stuck out most for the team was the structure of the letters in older iterations of the logo, and how they looked drawn as appose to digitally created. The new font pays homage to this unique aesthetic, serving as a digital re-creation of something unique and authentic to the company's past.
In addition to IBM Plex, the company launched a series on Youtube titled 'Eye On,' which documents the entire process.
Reflective Company Typefaces
IMB's New Font 'IMB Plex' is Introduced Through a Youtube Series
Trend Themes
1. Custom Typeface Design - The trend of companies creating their own custom typefaces presents an opportunity for innovative designers to cater to brands' specific identity and aesthetic.
2. Authenticity in Branding - The trend of incorporating unique and authentic elements from a company's history into its visual identity opens up innovative possibilities for branding agencies to create meaningful and nostalgic designs.
3. Storytelling Through Typography - The trend of using typography as a storytelling tool allows for the creation of visually compelling brand narratives that resonate with consumers and differentiate companies from their competitors.
Industry Implications
1. Graphic Design - The graphic design industry can harness the trend of custom typeface design to offer specialized services for businesses looking to create distinctive visual identities.
2. Branding and Advertising - The branding and advertising industry can capitalize on the trend of authenticity in branding by developing strategies to incorporate a company's unique history and heritage into their visual communication.
3. Marketing and Communications - The marketing and communications industry can leverage the trend of storytelling through typography to create compelling narratives that engage and connect with target audiences.