Kyndryl brand standards
Employer brand
Overview
Our people are at the heart of Kyndryl’s ability to drive progress for our customers and for the world. Attracting and retaining exceptional talent is a business necessity and a critical driver of our long‑term success. A strong, consistent, and differentiated employer brand is how we clearly communicate who we are as an employer and how we build, protect, and sustain our reputation as an employer of choice.
Employer brand messaging and creative
Below is a high-level overview of the key elements that make up our employer brand messaging and creative.
Note: All employer brand messaging and creative is intended exclusively for employee communications and recruitment and should never be used in customer-facing communications.
Our core employer brand message
Our employer brand message, Progress with purpose, captures the value of being a Kyndryl and the meaningful work we do with customers and partners. It defines the experience current and prospective Kyndryls and the shared attributes that unite us.
Usage rules
Our Employer Brand idea is for limited use, to be used only for recruiting and HR purposes. In all other cases, our overarching brand idea, The Heart of Progress™, should be used.
It is never to be used in customer-facing communications.
Our employer brand wordmark
Our employer brand wordmark brings our progress with purpose message to life, paired with our distinctive “Progress Bar” design element.
The progress bar
The Progress Bar design element represents our vision of continuous, purposeful progress. It is a powerful visual metaphor for the relentless, dynamic nature of Kyndryl’s work, constantly pushing boundaries and redefining what it means to embody progress with purpose.
Each of the Progress Bar’s forward-slanting angles come from the angle of the Vital K, reinforcing the idea that we’re not just moving forward — we’re moving forward with intent, driven by a purpose that never stops evolving.
There are eighteen letters in the Progress Bar. Each line represents a letter in our core brand idea, The Heart of Progress™, because our purpose is found in the work we do for our customers. And as it progresses, each line grows in length, representing the way that progress with purpose builds over time, driving greater progress for employees, their communities and the world.
Employer Brand Photography
For our progress with purpose assets, we keep with the hero brand focus on the “People” category of Kyndryl’s photography style, clean, modern and human, highlighting our human-first culture and bringing an element of authenticity to our employer brand. We always use photography of actual Kyndryls, capturing candid moments of purpose and progress at work or in the community. Stock photography is never used.
Employer brand design guidance
As mentioned above, all employer brand messaging and creative is considered limited use — only available for use by our brand team alongside designated HR and talent acquisition teams. For more information and/or additional design guidance, contact the brand team.
