Lucky Creative | XX
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XX

XX

The new logo for IBM iX – the design and consulting division of IBM – is rad. I use that term sparingly but they have truly earned it. I can see it on a new pair of skater sneaks or on an oversized pixel portrait. Maybe I’m smitten because I already love the band The XX, but you can really do no wrong with a mark that is so identifiable and engaging on black and white.

If I didn’t know it said ix from the very start it would probably take 2-3 guesses to get there but making the viewer work to decipher a glyph typically burns the image into memory.

With a solid foundation, you can certainly have a lot of fun with the variations…