Kyndryl brand standards
Logo and brand idea
Overview
Our logo and brand idea are key to building brand recognition, perception and differentiation around the world. Because both are legally protected, it's important they're used correctly and consistently — not just to strengthen our brand, but to protect it as well. Below, you'll find clear guidance on how to use our logo and brand idea correctly.
Kyndryl logo
Our Kyndryl logo is more than our name: it is how many of our audiences come to “know” us. Every detail — from the spacing between letters to the mix of crisp lines and soft curves — was crafted with intention to help our name stand out and resonate. With bold angles suggesting momentum and gentle curves reflecting the empathy and humanity at the heart of Kyndryl, our logo conveys vitality, human warmth and a passionate outlook for progress.
Basic usage guidance
Our Kyndryl logo is a custom wordmark — our company name designed with unique spacing, weight and detail. While typing "Kyndryl" in TWK Everett font may look similar, it isn't the same as our official, registered logo. Typing out or altering the logo in any way can confuse customers who are still getting to know us and may create legal risk, which is why it's important to always use the correct logo file and get brand and legal approval when using it in a new way across any medium. And while the registered logo begins with a lowercase “k,” our company name should always be typed with an uppercase "K" in copy (for example, “the Kyndryl brand”).
Design guidance
Below you'll find detailed design guidance on how to use the registered Kyndryl logo correctly and consistently across use cases and content types. Please remember that using the logo in a new way across any medium requires explicit brand and legal approval.
Logo colors
Our logo color combinations were carefully chosen to create a distinct brand palette that is both ADA compliant and sets us apart in an industry already crowded with reds, blues and greens. To the right are our approved logo color combinations.
Main color versions
Our logo comes in two main versions: color (positive) and white (negative).
Primary color logo (positive)
When our logo is placed on light backgrounds, we use the positive version in Warm Red. This is our primary logo.
Secondary white logo (negative)
When our logo is placed on a Warm Red or darker background, we use the negative logo in white.
Backgrounds
Different backgrounds can affect how easy it is to read our logo. In addition to the main color versions shown in the section above, we have a number of other approved logo color combinations. Explore our tertiary logo color combinations below.
Please note:
Always choose the logo version that creates the strongest contrast, and avoid placing the logo on photography. Use the black logo only when required for production (like grayscale or newspaper printing) or for ADA compliance. Never use the black logo on a Warm Red background.
Warm Red logo on Cloud background
Warm Red logo on Skye background
White logo on Spruce background
White logo on Dark Stone background
White logo on Earth background
Deep Forest logo on Spring Green background
Logo on materials
Similarly, when placing our logo on physical materials, we always pair the logo with a material background that creates the strongest contrast. For full environmental guidance, please visit our Environments page.
Steel
Wood
Concrete
Clear space and minimum size
A little breathing room goes a long way — proper sizing and clear space helps our logo stay readable and distinct.
Clearspace:
Always leave clear space around the logo at least equal to the height of the “n” in the logo (about half the logo’s height), and more space when you can. Clear space starts at the baseline of the letters, the tops of the ascenders, and the right edge of the “l” (not after the ®).
Minimum size:
For legibility, the logo should be at least 0.75” wide in print and 50px wide digitally. On screens, keep pixel density in mind and scale the logo large enough that every letter is easy to read.
Placement
Below you can find clear guidance on where to place our logo depending on content type. Always place our logo on a solid background or image where it has clear legibility.
Lower left corner is the preferred placement for the logo in print and for social tiles. For web, the upper left is preferred.
Bottom left
Our logo works best in the bottom left of a layout, which is our primary placement for most branded assets.
Upper left
When the top of the content is easier to access (such as on a letterhead or website), it's okay to place our logo in the upper left of the layout.
Upper right
If a Vital K is used, the logo may be placed in the upper right to ensure it has enough clear space around it (see our visual elements page for in-depth Vital K guidance).
Lower right
Placement in the lower right or center should be reserved for rare cases, such as making a high-impact statement or when no other option works.
Misuse
Using our logo consistently helps keep our Kyndryl brand
recognizable and distinct. Please avoid the following uses.
Our brand idea
Our brand idea, The Heart of ProgressTM, 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.
Correct trademark usage
Our brand idea has two approved, trademarked uses.
When used on its own as a headline or tagline, it does not require a period — this is our preferred use. When appearing alongside the typeset Kyndryl name in text, an alternate version may be used, which includes a period after both Kyndryl and the brand idea.
In all cases, the T, H, and P are always capitalized.
We are also filing for
a service mark on this
phrase globally.
Additional guidance
Our brand idea should always be used as a standalone, separate element. While the brand idea can be used in text alongside the typeset Kyndryl name (as shown in our alternate treatment), it should never be locked up with the Kyndryl logo.
To ensure that the trademark symbol is legible and accessible, our brand idea should always be set at a minimum at 18px in a Regular weight or 4px in a Bold weight.
Our brand idea should always include the trademark symbol unless it is being featured on merchandise, within narrative copy (ex: “We are the heart of progress for 75 of the Fortune 500”) or in a social media hashtag (“#TheHeartofProgress”).
Misuse
Do not use parts of the brand idea; always use the full trademarked phrase, including “The.”
Do not abbreviate the brand idea.
Do not outline our brand idea; always use the approved file.
Do not create lockups of the brand idea alongside our Kyndryl logo.
Do not abbreviate the brand idea in social media hashtags.
