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Rebus

Designed in 1981 by Paul Rand for his Eye-Bee-M poster in support of the IBM THINK motto, the rebus used pictures to represent letters. This rebus is now an iconic part of our visual history and in the permanent collection at the Museum of Modern Art in New York.

Resources

IBM rebus

Today we still use the rebus, which has since been adjusted to meet the requirements of different mediums, scales and production environments. Like the 8-bar logo, the rebus comes in positive and reversed versions. The rebus can be used in special applications, such as merchandise, badges and events, but shouldn’t be used in place of the 8-bar logo as an official brand communications sign off.

IBM rebus in black on white backgroundIBM rebus reversed on black background

IBM totem rebus

The totem rebus adds more meaning to the already lovable original. The totem connects with us because it speaks to the human factor, the user, and the ever-evolving relationship between mankind and machines. It reminds us that good design should primarily serve people and move us toward progress.

IBM classic rebus

The classic rebus, using the original color scheme, is still used for our heritage merchandise and can also be used for special occasions with permission from the brand team. This special art may only be used on a black background. This color scheme is not meant for standard usage and doesn’t reflect the current IBM brand color palette. So, while the classic rebus is available for restricted use on merchandise or for special events, prior approval is required.

good use of the classic rebus

Always use the classic rebus on a black background.

wrong use of the classic rebus

Never use the classic rebus on light backgrounds.

Color

The IBM core colors, consisting of the blue and gray families, are used when applying color specifically to the rebus. Please refer to the color specifications for precise values. Here are a few examples of possible color combinations using core colors and positive and negative IBM rebuses.

color palette Positive rebusReversed rebus

Background colors

Dark or light background colors work well with the core colors of the IBM rebus. Always use a minimum of five “steps” away between the foreground and background color to insure appropriate contrast and legibility. Any background color from the IDL color palette with sufficient contrast may be used with a core color rebus. Here are a few examples of possible color combinations.

Positive rebusReversed rebus

Usage

The IBM rebus is a special piece of design. The form shouldn’t be altered, adjusted or colored in inappropriate ways. Here are a few samples of what to avoid and what’s permissible. If these basics are adhered to, it will protect the integrity of Paul Rand’s great design work.

Clear space

Keep the rebus and totem rebus separated from other visual elements by a distance equal to the M height. This distance is considered the minimum uninterrupted space surrounding the rebus. We call it the area of isolation, or clear space, and it should be adhered to in most situations.

IBM rebus showing proper clear space ratio

Misuse

Shown here are a few examples of improper use of the rebus and totem rebus.

don’t alter the spacing of elements example

Don’t alter the spacing of elements.

don’t scale or recompose rebus elements example

Don’t scale or recompose rebus elements.

rebus don't add dropshadow example

Don’t stretch or compress rebus elements.

don’t create compositions from the rebus and the 8-bar logo example

Don’t create compositions from the rebus and the 8-bar logo.

do not use unacceptable combos example

Don’t add drop shadows to the rebus.

don’t use unacceptable color combinations example

Don’t use unacceptable color combinations.

don’t replace the 8-bar logo with the rebus for sign offs example

Don’t replace the 8-bar logo with the rebus for sign offs, not even in marketing applications.

do not use unacceptable combos example

Don’t combine the rebus with specific business units.

Patterns

Patterns can be useful tools in a variety of graphic applications. In the workplace for example, distraction patterns on glass walls and doors can prevent injury. Event structure facades might use graphic wallcovering. They can also be used effectively on merchandise. There are a few approved patterns based on the rebus, with positive and reversed options.

The rebus in action