Think

In 2021, leading technology company IBM partnered with SpecialGuest to enhance the branding for their new virtual conferencing era.

IBM came to SpecialGuest wanting to bring a fresh voice and new perspective to their IBM Think Brand Conference, normally a large, multiday, in-person event for industry professionals. Given the new virtual conferencing era, IBM needed to radically rethink the event’s branding to reach their audience. Together, IBM and SpecialGuest creatively concepted the physical branding and design, which IBM used for the virtual conference’s aesthetic and spirit, including marketing materials such as the conference trailer.

We designed a physical logo with intricate architecture that makes people think about the structure. At first glance, it’s a cube of nonsense, but upon further inspection, each side of the cube is a letter that spells out THINK.