Kyndryl brand standards
Purpose and beliefs
Brand purpose
Together, each of us advances the vital systems that power human progress. Our brand purpose reflects our shared “why”: why we exist, what brings us to work each day, and the overall impact we want to make.
Brand beliefs
Our brand beliefs are our guiding principles, a series of statements that illustrate our worldview clearly and concisely.
01
A healthy digital economy will ensure and accelerate humanity’s progress.
02
Purposeful actions are the key to long-term, sustainable growth.
03
Openness encourages diverse perspectives and promotes stronger partnerships.
04
With the right teams and the right mindset, anything can be accomplished.
Brand idea
Our brand idea, The Heart of Progress™, is the core message around which our brand hinges. It represents what we want to be known for across audiences and the markets that we serve, and is trademarked in two specific forms.
For more information around how to use our brand idea correctly, please review our trademark usage guidelines.
Brand anthem
Our brand anthem showcases our brand's unique story in a powerful, vibrant way,
boldly declaring who we are, what we stand for and why we exist.
