IBM's Design Guidelines

Focus on users’ goals. Design tools that lead people to actionable insights. Be proactive, always anticipating users’ next moves and helping them prepare for change.



The IBM Design Language is a set of living guidelines that communicates a brand promise through our products’ experiences. Our goal is to design for experiences that work together, work the same and work for the people we serve.

We create many different kinds of products, so our guidance is more instructive than prescriptive. Our aim is to evolve this project through feedback from product teams, users and people like you.

Company website:

Further Readings

Find out more on the design system and get to know it better.

The Making of IBM Design..

by Miroslav Azis

In 2013, IBM Design set off to create a sustainable culture of design at a scale never before attempted. The engine that powers this transform.. Read more

Machines in Motion

by Hayley Hughes

To set the stage, the IBM Design Language is our shared vocabulary for design. We’ve been researching and crafting the language for a little over.. Read more

IBM Design Secrets

by Caroline Gardiner

When I applied to intern at IBM Design in June 2015, I didn’t know what I was getting myself into. Of course I’d heard of IBM, but I didn’t really know much about.. Read more