Skip to the content
The Logo Smith
The Logo Smith - Freelance Logo Designer & Brand Identity Design Studio
  • About
    • Website Info
  • Monomarks
  • Portfolios
    • Logo Portfolio – Page 1
    • Logo Portfolio – Page 2
    • The Brand Gallery
    • Logo Grids
    • Logo Redesigns
    • Logo Case Studies
    • Brand Logo Reversions
  • Logos for Sale
  • Testimonials
  • FAQs
  • Blog
  • → Work with Smith.™
Search
Menu
Close search
Close
  • About
    Show sub menu
    • Website Info
  • Monomarks
  • Portfolios
    Show sub menu
    • Logo Portfolio – Page 1
    • Logo Portfolio – Page 2
    • The Brand Gallery
    • Logo Grids
    • Logo Redesigns
    • Logo Case Studies
    • Brand Logo Reversions
  • Logos for Sale
  • Testimonials
  • FAQs
  • Blog
  • → Work with Smith.™

© 2020 The Logo Smith.™ Logo & Brand Identity Design Studio.

→ The Logo Smith » The Design Blog » Logo Design » IBM 8-Bar Logo: Why the Negative logo is different to the Positive Logo


IBM 8-Bar Logo: Why the Negative logo is different to the Positive Logo

  • Post author By The Logo Smith
  • Post categories In Logo Design, Tips & Advice
  • Tags IBM, IBM Logo, Paul Rand

Follow The Logo Smith on Twitter

IBM 8-Bar Logo: Why the Negative logo is different to the Positive Logo

The famous IBM 8-Bar logo is a great example of why it’s important to consider where and how your logo design is likely to be used, for example: is it just black-on-white, or will it be white-on-black, or both?

Created by legendary designer Paul Rand, the basic design of the IBM logo has remained unchanged since 1972. Its consistent, visible use reinforces the IBM brand, makes it more memorable and authenticates the things to which it is applied. It is an essential component of the IBM Look—used to lend authority and engender trust wherever it appears. It’s our responsibility to protect it.

IBM 8-Bar Positive Negative Logo Grid Example

Optical vs Mathematical – A Valuable Design Lesson

If your logo, wording, or any visual graph etc is going to appear in both contrasting scenarios, then it’s important to understand why white-on-black visuals can look different to their black-on-white counterparts.

Even though the design is exactly the same; the same line thicknesses, or the same height and width, in almost every instance of white-on-black will look like the white elements are heavier/thicker then the black elements on a white background.

IBM demonstrates this ‘optical illusion’ in their online IBM Design Language (their equivalent of Logo & Brand Guidelines), by utilising a numbered logo grid for both variations, and explaining the key differences between the two.

IBM 8-Bar Positive logo Grid

Above we have the IBM 8-Bar Positive logo, that utilises a 11, 10, 11, 10 etc vertical grid arrangement.

The horizontal grid keeps a steady  is 11, 11, 11 etc, so only the vertical grid has the alternate variations in grid size.

IBM 8-Bar Negative Logo Design

IBM 8-Bar Negative logo Grid

In contrast, quite literally, the IBM 8-Bar logo grid uses the same vertical values, but flip-flops them.

Instead of the grid starting and ending with 11 as in the Positive Grid, the vertical negative Grid starts and ends with 10.

As IBM explains for the Negative 8-Bar:

The logotype has been adjusted to work well reversed on dark backgrounds. In this case the white stripes are thinner than the black stripes to adjust for optical differences but like the positive version the stripes should appear similar in weight.

This is the important key difference: this difference in the vertical grid alignment ensures that the white elements appear optically the same thickness as the black-on-white elements.

Optical alignment is a different, and often times a more important approach, than the mathematical one.

As with typography, letter & word spacing spacing, and kerning pairs between letters set by the font/type designer etc might not always work, so we sometimes we need to go with what looks right optically, opposed to any mathematical equation, or measurement. 

What looks right to the font designer, might not look right in a certain visual format with another designer; don’t take kerning pairs as Gospel, they are solid recommendations, but artistic license is allowed.

Positive and Negative

Using the illustrations IBM has on their Design Language page for the 8-Bar logo to show this optical difference, I’ve put them side-by-side, so you can see how much of a difference in height the white (on black) elements are compared to the black (on white).

IBM 8-Bar Positive Negative Logo Grid Example

The blue circle is used by IBM to show the difference in this one specific are of the letter M. I’ve then added the pink and green horizontal guides, plus the blue shaded bar, to show the difference in height of each white horizontal bar.

IBM on the differences: In addition to the differences in bar thickness between the positive and negative versions there has been adjustments to the points in the counter shape. The positive being a sharp and the negative more blunt. This subtle difference between the two ensure optical integrity on light or dark backgrounds.

Not that subtle

It’s not really that subtle when you think about it, and that’s how much white-on-black can really throw off your design, if you’re not fully aware of this optical disparity.

If anything you design in positive (black-on-white), is going to be used in reverse, then you’ll need to make sure you keep this IBM example in mind.

There’s no real exact one-size-fits-all value/measurement/equation, it’s mostly about adjusting the white-on-black elements to look the same as the black-on-white, and you can only freely do that on a case-by-case basis.

The IBM Solid Logo

It’s worth digesting all the information on IBM’s Design Language in relation to their logos, as they also show other styles of the IBM logo that can be used.

There are alternative colour and style logo versions, including a solid IBM logo (above), which was the predecessor to the 8-Bar, but it’s still used as it’s optimised for smaller scales.

Solid logo: The solid logo is the predecessor to the 8-Bar and is optimized for usage at smaller scales based on its simplified character. Works well in digital and print applications where the 8-Bar doesn’t render well at small sizes. The negative version is lighter in weight to compensate for optical differences.

Worth noting that the black-on-white version of the solid IBM logo has the same negative treatment—it’s lighter in weight) as we’ve seen above for the 8-Bar.

IBM Logos: The IBM logo is one of our most valuable corporate assets and is among the most recognized corporate identities in the world, uniquely distinguishing us from our competitors and other companies. It’s the tangible symbol of our brand, representing everything we are: our expertise, our values, our people, our offerings.

Paul Rand’s IBM Graphic Standards Manual

If you like your Logo & Brand Guidelines, then It’s Nice That has a fantastic post on the IBM brand: Paul Rand’s IBM Graphic Standards Manual

With all the talk above on the IBM 8-Bar logo, you’ll see below that there was even a Thirteen-Stripped IBM logo!


Vintage IBM Film Packaging

You might also be interested in a little post for some colourful vintage IBM film packaging:





  • Post categories In Logo Design, Tips & Advice
  • Tags IBM, IBM Logo, Paul Rand

Post navigation

←Previous post:Vintage IBM Film Ribbon Packaging Designed by Paul Rand
→Next post:Famous Brand Logos Given the Logo Grid Treatment by Joshua Ariza

View Posts by Category





Subscribe To Updates

I'm not a prolific blogger, usually 1-3 posts a week, sometimes there maybe a few weeks of nothing. If you'd like to receive Blog updates, then you can subscribe by the usual methods: a generic RSS feed which you can feed into any RSS compatible app/reader, or via email.

→ RSS

→ Feedburner

→ Email Subscription


It's super easy to unsubscribe from the email should you change your mind.







Posts of Note

→ 1970’s Vintage Racing Logo Decals.
→ Manor Racing F1 Posters.
→ Brand Reversions: Logo Swap.
→ Unevolved Brands: Logo Simplification.
→ Typography Primer: Free PDF Book.
→ Paul Rands Unused Ford Logo from 1966.
→ Vintage NASA Animated Logos.
→ Retro Apple Corporate Identity Guidelines Notebook.
→ IBM 8-Bar Logo.
→ Fender Logo Design Evolution.
→ Download the new Formula 1 Fonts.
→ Vintage 1960's Air Canada Poster.
→ NYC Transit Authority Graphics Standards Manual.
→ Denver 1976 Olympic Bid Poster & Logo.
→ 1976 Olympics Discover Denver Hockey Poster.
→ Pantone Colour References for Boba Fett.
→ Unrealised DC Metro Subway Map Designs.
→ Tokyo Olympics 1964 Logo Guidelines.
→ Behind Sony's Vaio Logo.
→ Vintage Pepsi Ad – Pepsi Cool Cans.
→ Vintage Polaroid Branding, by Paul Giambarba.
→ CN Logo Designed by Allan Fleming.
→ Pantone Colour References for Boba Fett.
→ 1980 Moscow Olympics Logo Grid.
→ Vintage Beano Brand Guidelines.
→ 1976 Montréal Olympics Logo Standards.

→ WipEout Logo History.
→ NASA Style Guide - The Full Version.
→ Historic Coca-Cola Logo from 1890.
→ NASA Graphics Standards Manual, 1976.
→ Evolution of Batmans Logo 1941-2007.
→ British Steel Logo 1969-1999.
→ 80’s TV Show Action Figure Brand Logos.
→ Social Decay Brand Logo Series.
→ Ideas for the 1st iTunes Icon.
→ Susan Kare: Apple Macintosh Icon Prints.
→ Famous Logos Redesigned in Retro 1980’s Style.
→ Monster Compilation of Record Label Logos.
→ Vintage Swissair Poster Designs.
→ Vintage Carl Zeiss Jenna Logo Specs.
→ Argentina Football World Cup Logo 1978.
→ Vintage Porsche 356 Color Charts.
→ Vintage Colour Charts through History.
→ Famous Brand Logos MUCH MUCH Bigger.
→ 3M Logo Evolution, 1906-2012.
→ Evolution: 007 James Bond Movie Logos.
→ 5 Phrases Of Massimo Vignelli.
→ Chinatown: Western Logos Translated to Chinese.
→ The Evernote Logo & Icon Design.
→ Sony Playstation 1 Logo Concepts.
→ 1968 Mexico Olympics Logo & Brand ID.





Thank you for Visiting The Logo Smith aka smith.™ Forging the Highest Calibre: Logo Marks, Brand Marks, Type Marks, Word Mark, House Marks, Signature Marks, Emblems, Symbols & Icons, way back since the 1986's.



Are you looking to hire a logo designer? Do you have a branding project looming?
If so, then you're in the right place.


To start off with, might I suggest that you: glance over the glowing Client Testimonials; peruse the numerous Client FAQ's; check out my Logo Designs for Sale; marvel at the Logo Portfolio and Monomarks Collection; understand a bit more about Logo Design Construction and Grids; read up on some past Project Case Studies; look at some Logo Redesigns; and finally fill in the Logo Design Brief, or just reach out with any Questions you might have.



→ Hire The Logo Smith


View The Logo Portfolio by The Logo Smith
View Monomarks by The Logo Smith

Smith’s Footer

The Logo Smith aka smith.™ – a British freelance logo designer extraordinaire – has over 28 years commercial experience, in: Logo & Brand Identity Design; Logo & Brand Redesigns & Updates; Icon Design; Label & Packaging Design; Social Media Branding; WordPress Development (SEO, Security & Performance); Lithographic & Digital Printing; Reprographics; Advertising & Marketing. 

Address & Contact

Graham Smith
The Logo Smith
10 Badgers Copse,
Seaford, East Sussex,
BN25 4DF. Great Britain.

speak: +44 7816 527 462
write: hello@smith.gl
google: g.page/thelogosmith
tweet: @thelogosmith

Follow The Logo Smith on Twitter

Smith.™ Site Index

  • The Logo Smith – Home
  • Hire The Logo Smith
  • Monomarks Collection
  • Portfolio’s
    • Logo Portfolio – Page 1
    • Logo Portfolio – Page 2
    • Brand Logo Reversions
    • The Brand Gallery
    • Logo Grids & Construction
    • Logo Redesigns
    • Logo Case Studies
    • Logo Designs for Sale
  • About The Logo Smith
    • Client FAQ & Q&A
    • Client Testimonials
    • Website Info
  • The Design Blog
  • Contact The Logo Smith

The Logo Smith Logo Design

The Logo Smith Forging the Highest Calibre: Logo Marks, Combination Marks, Brand Marks, Type Marks, Word Marks, House Marks, Signature Marks, Emblems, Symbols, Icon & App Icon Designs, waaaay back since the 1986’s.

© 2020 The Logo Smith | Website | Privacy | RSS

Hey! Work with smith.™