IBM is the master brand and Home Director is the product sub-brand. The packaging architecture featured the Home Director product brand while including the IBM logo as an endorser brand.
The iconic IBM logo features the distinctive “Eight Bar” logo where the IBM brand name is created from alternating horizontal lines. In addition, IBM is known as “Big Blue” because blue is the core brand color. The goal of the Home Director Package was to create an engaging design with high shelf-impact, while leveraging the IBM brand. This gave rise to the “Black & Blue Bar” design.
All the branded materials used the brand assets to create a compelling, consistent and clear message to the market.