IBM has one of the world’s most recognisable logos, underscoring its integrity as a global brand. The eight-bar blue logo is more than a signature for advertisements or a name or products and services. When deciding how to best address the future of brands, IBM has been decisive and forward-thinking. The 105-year-old organisation has creatively and consistently transformed itself to the point where less than 10 percent of IBM’s revenue is derived from hardware. The company is moving with, and often ahead of, the digital consumer world, where branding and commerce are converging. The BV judges recognise and salute this prescience, and confer the Best Technology Branding (Global) on IBM.