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With hanging ruleIt is more important than ever that we own our own ethos, make palpable our brand values, and incorporate an instantly identifiable IBMness in everything we do.
– Paul RandWithout aesthetic, design is either the humdrum repetition of familiar clichés or a wild scramble for novelty. Without aesthetic, the computer is but a mindless speed machine, producing effects without substance, form without relevant content, or content without meaningful form.
Aesthetic is defined as the philosophical theory or set of principles governing outward appearance or actions.
Like our brand values, our design ethos must be palpable in everything we produce. Our philosophy and principles are for designers and non-designers alike–anyone authoring or authorizing any form of design on behalf of IBM.
They provide clear criteria for the conception, creativity and craftsmanship our brand demands and our clients deserve. The expression of our philosophy may evolve and expand over time, but our principles are designed to endure, ensuring everything IBM is distinctly IBM.
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With hanging ruleWithout hanging rule<Column colMd={2} colLg={3} offsetMd={1} offsetLg={1}><Aside>**Good design is always good design.** What we borrow from our own designhistory is not a mid-century aesthetic in stylistic terms, but the modernistattitudes and approach used at the time.</Aside></Column>
<Column colMd={2} colLg={3} offsetMd={1} offsetLg={1}><Aside hideRule>A by-product of every experience with IBM should be time—time saved or timewell-spent.</Aside></Column>
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