Kyndryl brand standards
Co-branding
Overview
Brand partnerships carry both legal and reputational responsibility. While co‑branding with approved, trusted partners can extend our reach and build credibility with new audiences, pairing the Kyndryl brand with unapproved or unvetted partners puts that trust at risk. For this reason, any use of the Kyndryl name, logo, or visual identity in partnership contexts must be reviewed and formally approved in advance.
Co-branding with Strategic Alliance Partners
When co-branding assets with one of our Strategic Alliance Partners, we use a unique forward slash design element between the two logos. This forward slash logo lockup can only be used when pairing our logo with a Strategic Alliance Partner and requires explicit permission from our Strategic Alliances team.
Co-branding with both a Strategic Alliance Partner and a customer
When developing assets for a customer in partnership with one of our Strategic Alliance Partners, we place the approved forward slash logo lockup in our standard location and position the customer’s logo in a secondary location. Refer to the examples to the left for guidance on placement. And note that the forward slash logo lockup can only be used when pairing our logo with a Strategic Alliance Partner and requires explicit permission from our Strategic Alliances team.
Co-branding with non-Strategic Alliance Partners
When co‑branding with partners or customers who are not Strategic Alliance Partners, make sure to visually separate the logos. This helps ensure the relationship is clearly represented and avoids the appearance of an official logo lockup.
Co-branding with one organization
When co-branding with a single customer or partner, our logo placement remains consistent, with the partner or customer logo positioned in the corner adjacent to the Kyndryl logo.
Co-branding with two organizations
When co-branding with two customers or partners, our logo placement remains consistent, while the additional logos are positioned in secondary locations. The examples to the right show recommended placement options based on different use cases.
Note
The Lab has templates for each of the assets shown above. Please contact The Lab when developing co-branded communications.
Co-branding misuse
Avoid stacking logos, as this can appear like an official lockup and misrepresent the nature of the relationship.
Avoid using approximate spacing when placing logos; always refer to the spacing within our approved templates.
Do not use multiple hyperscaler or cloud service provider logos (including AWS, Google Cloud and Microsoft) in assets.
Do not adjust the logo colors of a partner or customer. Always use the official logo files provided by the partner or customer.
Avoid introducing any new graphic elements between logos, as this can seem like an official lockup and misrepresent the nature of the relationship.
Do not lock up our Kyndryl logo with a customer or partner's logomark (an icon or graphic representation of the brand that does not use text). Always use a customer or partner's wordmark when co-branding assets.
