IBM Cloud


Form& partnered with IBM's Brand Experience & Design team to explore a new brand language for IBM Cloud. The resulting concept—titled Altitude—extended across a new verbal and visual identity for IBM Cloud, shaping the design of global experiences and communications. At its core, IBM Cloud is a fluid and ever-evolving medium, and the concept suggested interaction in every moment, creating interfaces for exchange regardless of medium. Unlike traditional brands, the idea was grounded in the development of a pattern library that expressed different modes of interaction—evolving how we traditionally think about brand systems and their role.


Studio, Form&
Principal, Jim Schachterle
Executive Producer, Megan O’Malley
Design, Steve Winchell
Design, Estelle Kim
Design, Ross Gendels
Design, Josephine Tansara
Design, Nathan Nedorostek


Design Strategy
Brand Identity Design
Experience Design