KYNDRYL
Designing, building, managing and modernizing the mission-critical technology systems that the world depends on every day.
The Biggest Startup in the World
When IBM announced they were spinning off their IT infrastructure business, they described it as “the biggest startup in the world.” The resulting company would be the global category leader, with unmatched scale, expertise, technology, and 109 years of heritage from IBM.
But the move came with significant challenges. For employees: doubt and anxiety. For customers: fear of change. For the world the question was: Is this business stagnating? The answer? Not even close. With their definitive leadership in a competitive field dominated by generic, forgettable brands, the business was sure to stand out. But they wanted to do more than that–they wanted to redefine the infrastructure industry and carve out a higher purpose that would usher in a new era.
The name is a testament to the spirit of partnership and growth.
It comes from “kinship,” which references the close bonds they form with their customers and each other, and “tendril,” a reference to new growth, new opportunity, and new beginnings. The identity brings those vital systems to life using a design language that is precise, vibrant, responsive, and connective. The logo is pared down, allowing the expressive name to shine with a lowercase treatment that feels approachable and open. The dynamism is captured in the color palette, with striking and energetic orange-red and green, earth tones that demonstrate health and vitality. Taken together, Kyndryl’s brand is a completely new story for their category–and an opportunity to energize their devoted people in ways they didn’t know were possible.
The very word “infrastructure” sounds passive and static. But the truth is that the technology systems these experts deliver are dynamic and alive. And far from stagnating, this company is vital to advancing the businesses that keep our world moving forward–more than 75% of the global Fortune 100. It’s the engine behind the entire digital economy, and it affects every one of us. We were inspired by this unsung story, and by the real people behind it.
The opportunity was clear:
Champion the vital technology systems that power human progress.
On November 4, 2021, Kyndryl started trading on the NYSE–as the largest publicly-held pure-play infrastructure company in the world.
Press coverage in the Wall Street Journal, Barrons, The Verge, and TechCrunch spelled out a bright future for the company. And 90,000 employees made the move to the new organization, attracted by the mission. Over 4,000 major customers joined them, constituting over 75% of the global Fortune 100, including 4 out of 5 major airline carriers and 4 out of 5 of the largest retailers in the world. Kyndryl is at the heart of businesses the world depends on.
The Kyndryl launch sent a ripple effect through the press, the markets, and most importantly with employees. With press coverage in The Verge, Barrons, and CNN Business, the brand was a hotly discussed topic before spin even began. Soft spin hinged on social engagement, which outpaced expectations, especially with new excited Kyndryl employees, who now number over 90,000 worldwide. They created a name for employees to bring them together as a team, and now refer to themselves as “Kyndryls.”