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Brand is the unified experience the Bluemix identity and purpose. It is more than what Bluemix looks like, it is who we are. Brand is how Bluemix users perceive it and what it feels like when they interact with the product.
The Bluemix logo is the most prominent visual element associated with our identity. The logo is a combination of the icon and wordmark. We are proud of our logo and recommend the following guidelines on this page.
When using the workmark as a stand alone element, "IBM" should always be typeset in Helvetica Neue Light and "Bluemix" should always be typeset in Helvetica Neue Bold.
Wordmark Color On:
Blue 80, #1d3649
The Bluemix icon may be used on its own in cases where the Bluemix brand has already been established. Use the primary version when possible. However, use one of the following alternative icons if there are technical restraints:
No content is allowed in the exclusion zone. Note that the icon and wordmark are associated together. The exclusion zone is equal to the height of the “B” in the wordmark shown above as the magenta border around the logo.
The space between the icon and wordmark is determined by the trajectory of the outer angles of the right edges of top and bottom hexagons. It is demonstrated in the above image by the dotted lines that make an "X".
In order to maintain consistency, the logo should never be modified, transformed or reinterpreted. Below are examples of what not to do:
Do not use the old wordmark with a capital "M".
Do not change the general appearance of the logo (no drop-shadows, feather, glow or other effects).
Do not change the wordmark typeface or font weight.
Do not skew or disproportionally scale the logo.
Do not change the size relationship of the icon and wordmark.
Do not invert the positioning of the icon and wordmark.
Do not use any other colors in the logo or icon other than the ones defined.
Do not place the logo on busy backgrounds that make it hard to distinguish.
Primary Bluemix brand colors are IBM Design Blue 30, Blue 80 and Teal 30. These colors directly correlate with the Bluemix identity. While we have other colors in our broader UI and communication palette, these three colors should be the most prominent outward-facing brand colors.
IBM Blue 30
RGB 90 170 250
IBM Blue 80
RGB 29 54 73
IBM Teal 30
RGB 65 214 195
Helvetica Neue is the official Bluemix font as well as one of the official fonts of the greater IBM Brand. Helvetica Neue should be used whenever possible.
Bluemix falls under two parent brands, IBM Cloud and IBM Design. IBM Cloud is the product and business ecosystem in which Blumeix lives. IBM Design is the greater design language and practices we use to design and develop Bluemix.
Thank you for respecting and correctly using the Bluemix brand. If you have any questions or feedback, please contact the Carbon Design System team through our GitHub repo.