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VSA’s IBM centennial design system earns top industry honor


The IBM Centennial identity design system developed by VSA Partners has won a Bronze Lion in the Design category at the 2012 Cannes Lions International Festival of Creativity.

Marking IBM’s 2011 centennial celebration, Chicago-based VSA Partners led the creation of a compelling campaign designed to unite the company’s 400,000-plus global employees, engage its customers and communities and embody the company’s spirit of innovation and optimism.

Through a year-long process of curation, research and writing, VSA helped IBM narrow over 800 story submissions from around the globe down to the 100 most transformative innovations, achievements and events – iconic moments in the company’s history.

The VSA design team then led agency partners Ogilvy + Mather and SYPartners in creating a visual system of 100 unique marks to represent these rich, multifaceted stories and to integrate the spirit of progress inherent in IBM’s brand identity.

The effort took deep collaboration between VSA’s design team, its agency partners, subject matter experts from around the globe and IBM leadership. VSA is proud to share this once-in-a-century achievement with IBM and its agency partners.

View the 100 marks and their rich multimedia stories at