With IBM turning 100 this year, the brand with help of its agency Ogilvy has decided to put together a series of small documentaries that chronicle the ways in which the company has changed the world through scientific/technological achievements. The testimonials are provided by the people (former IBMers) who were there to actually see and experience it with their own eyes.
Commercial director Joe Pytka does what we feel is an outstanding job on the first piece dubbed “100 x 100,” featuring one hundred people who describe an IBM achievement that took place the year they were born which goes all the way back to 1911.
IBM’s VP, brand expression and global advertising, Ann Rubin says in a statement, “We are a company with a rich heritage of creative and forward thinkers who have made a profound impact on the world. While each centennial film has a specific purpose, each one represents a way for us to celebrate the people who have made IBM great, and speaks to IBM’s legacy of innovation.”
It’s shown very briefly but let’s not forget Mr. Paul Rand, who revamped the logo in ’56, which was then revamped again in ’72 to the striped logo we all know today.