classic logo
Debuting in 1956 and designed by Paul Rand, the original IBM monogram featured
three solid letterforms set in a modified version of City Medium, a geometrically
constructed slab-serif typeface created in 1930 by the German designer Georg
Trump. In 1962, however, Rand embarked on a redesign, feeling the monogram in
solid form exuded an aura of heaviness that didn’t reflect the company’s progres-
sive aspirations. As a remedy, Rand added stripes to the logo to unify its three let-
terforms and give it a high-tech feel by evoking the scan lines on video terminals.
The mark’s simple, flexible style has allowed it to remain virtually unchanged for
nearly forty years and to move with ease from print to fax to broadcast to the Web.
Job:12-84823 Title:RP-Graphic Design That Works (LDW)
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