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In the late 1960s, IBM was one of the world's pre-eminent
corporations, employing over 250,000 people in 100 countries and
producing some of the most advanced products on earth. IBM
President Thomas J. Watson Jnr. sought to elevate the company's
image by hiring world-renowned design consultants, including Eliot
Noyes and Paul Rand. As well as developing the iconic IBM logo and
a corporate design guide, Rand also brought together a remarkable
team of internal staff designers. One of the designers he
hand-picked was Ken White, who, along with John Anderson and Tom
Bluhm, headed up the design team at the IBM Design Center in
Boulder, Colorado. Together, they initiated a poster program as a
platform for elevating internal communications and initiatives
within the company. These posters were displayed in hallways,
conferences rooms and cafeterias throughout IBM campuses, with
subject matter including everything from encouraging equal
opportunity policies to reminders on best security practices to
promoting a family fun day. Designers often incorporated figurative
typography, dry humor, visual puns, and photography to craft
memorable and compelling messages. Many of the posters won Type
Directors Club awards and a large number were 're-appropriated'
from walls by enthusiastic IBM employees. While Paul Rand's
creative genius has been well documented, the work of the IBM staff
designers who executed his intent outlined in the IBM Design Guide
has often gone unnoticed. The poster designs by White, Anderson,
and Bluhm included in this book represent some of the most creative
examples of mid-century corporate graphic design, while offering a
unique commentary into corporate employee communications of the
period. They also embody the full extent to which Thomas J. Watson
Jr.'s mantra, "Good Design is Good Business" permeated every facet
of the IBM organization, and created a lasting influence on curated
corporate design in America.
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