IBM WATSON
The AI for smarter business
AGENCY
IBM/Spinifex Group
ROLE
Motion Designer/Brand Designer
DATE
September 2018
With Watson, the AI for Smarter Business, we can transform the world we live in with a new partnership between man and machine.
The Watson signature
The Dot
The base building block of the Watson graphic language is the dot.
The dot is informed from the shape of Watson. It represents data, users or other information. The dot can be transformed to create a thought ray.
The Color
Watson colors were chosen to create a brand experience, reflect the personality, and showcase who IBM is.
The Watson color palette is a subset of the broader IBM palette.
The ultimate goal of having a a curated color palette is to create an own able and sophisticated visual impression.
Reduced palette does not mean a reduction in creative opportunities.
Graphics
The Watson Graphics communicate ideas and concepts both representationally or abstractly depending on the message that it needs to carry to the end viewer.
Icons
With Watson, the AI for Smarter Business, we can transform the world we live in with a new partnership between man and machine. That comes with responsibility. As marketers, we must inspire and guide our audience to transform the way they work, not only for the sake of business, but for the sake of progress. This can only be achieved by deeply understanding our technology, and communicating our point of view with precision and care, making it unmistakably and undeniably Watson.
Watson Assistant
Preferred Locations
Journey Analytics
Struggle Detection
Rules Advisor
Predictive Audiences
Content Analysis & Tagging
Sentiment Analysis
Ad Bid Optimization
Brand perception improved positively, conversion increased by 25% and 90% of people surveyed liked the new rebranding.
Interactive
In experiences where people are interacting with graphics directly, the dots can have a physical behavior that reacts to users movements or actions.
