01/Case Study
IBM Logo Request Tool

Overview

The IBM Logo Request Tool is a sophisticated platform designed to manage and control the usage of IBM's 8-bar logo across various applications, with a focus on merchandise and third-party requests. This tool streamlines the process, ensuring brand consistency, legal compliance, and efficient handling of logo requests globally.

Business Goals

The primary business goal was to safeguard IBM’s brand identity by enforcing strict logo usage guidelines and approval processes. Secondary goals included improving the efficiency of handling logo requests, reducing administrative overhead, and enhancing user experience for both IBM employees and third-party requesters. By achieving these goals, IBM aimed to maintain its brand value and integrity while facilitating smoother operations for marketing and branding activities.

Design and Development Strategy

User-Centered Design: The design process started with extensive user research to understand the needs and pain points of IBM employees, branding managers, IP attorneys, and third-party requesters. We employed iterative design methods, including wireframing, prototyping, and usability testing, to refine the tool's interface and functionality.

Integration with IBM Brand System Center: Ensuring seamless access to branding resources, guidelines, and templates was crucial. The tool was designed to integrate with the IBM Brand System Center, providing users with easy access to necessary documents and information.

Automation and Customization: Key features included automated approval workflows, electronic signature capabilities, and customization options for generating permission letters in local languages. These features aimed to reduce manual effort and errors, ensuring a smooth and compliant request process.

Global Reach and Compliance: The tool was designed to handle requests from different regions, incorporating specific legal requirements and governing laws for each country. This global approach ensured consistency and compliance across IBM’s international operations.

Launch Strategies

Phased Rollout: The tool was launched in phases, starting with pilot testing in select regions and departments. Feedback from initial users was used to make iterative improvements before a full-scale rollout.

Training and Support: Comprehensive training sessions and support materials were provided to ensure all users could effectively utilize the tool. Webinars, user guides, and dedicated support channels were made available.