Kyndryl brand standards
Brand architecture and naming
Our name
The name Kyndryl comes from the words “kin” and “tendril,” with “kyn” representing the strong bonds we form with customers and each other, and “dryl” evoking new growth and connections.
Our brand architecture
Our brand architecture is the framework that helps us organize and define the relationships between our brands, and our services. Kyndryl is our hero brand — all other brands carry the Kyndryl prefix , serving to strengthen trust and equity in the Kyndryl name.
Line brands
Our three-line brands, Kyndryl Consult, Kyndryl Vital, and Kyndryl Bridge, represent our strategic services — the pillars of our business. They also follow these standards in its entirety.
Environmental branding
Our space brands, Kyndryl AI Innovation Lab, Kyndryl Collaborative, Kyndryl Tech Bar, and Kyndryl Vital Studio, represent where the work happens — where Kyndryls collaborate with customers and partners every day.
Associated brands
Our associated brands, The Kyndryl Institute, Kyndryl Foundation, and Kyndryl Federal, further support and lift our hero brand.
Subsidiaries
Our subsidiaries are companies that are legally part of our parent company, but function as independent businesses. They may maintain their own distinct brand identities separate from the Kyndryl brand depending on the business and brand strategy.
Naming Strategy at Kyndryl
Kyndryl is a coined name which means a made up word and that makes it harder to build equity and brand awareness. Therefore, we follow a descriptive naming convention for all other services, initiatives including internal initiatives. Descriptive naming is required to protect clarity, consistency, and brand equity. The reasons for this standard are outlined below.
All names – internal and external must go through brand and legal review process . (link to the naming Workfront request here)
01
We are building one brand: Kyndryl. All our effort and investment must be focused on building equity for our hero brand around the world.
02
All other names follow two core principals. First, names must be customer -first and second, externally facing names must have SEO to support name in the marketplace .
Descriptive naming makes it easier for our customers and employees to understand our offerings at a glance. Descriptive names are also easier to clear from a legal perspective.
Note
All names (internal or external) require brand and legal approval. Use of a name that has not been approved puts us at reputational and legal risk.
Naming principles
Below, you can find the rules we follow when naming things at Kyndryl. These principles help to ensure consistency, lessen confusion and build equity for our hero brand around the world.
01
Every name starts with Kyndryl, the brand we are building and instilling value in.
02
Name descriptively with 2–3 words max; do not use coined (made-up) terms or creative names.
03
“Platform” is a protected term and is reserved exclusively for Kyndryl Bridge. No other application or solution may be named, described, or referred to as a platform under any circumstances.
Note
The only exceptions to the use of creative names are our line brands: Kyndryl Vital, Kyndryl Consult and Kyndryl Bridge.
Naming misuse
Do not use coined terms (made-up names) or creative names (suggestive names) when naming at Kyndryl.
Do not use acronyms when naming things at Kyndryl.
Avoid renaming words to start with “K” or creating names with repeated K’s.
Do not use coined terms beginning with “kyn-“ when naming things at Kyndryl.
Do not misspell a word to try to make it more branded such as “Core” becoming “kore”
Do not use the word ‘platform’ as this is reserved exclusively for Kyndryl Bridge.
