IBM’s current «8-bar» logo was designed in 1972 by graphic designer Paul Rand. It was a general replacement for a 13-bar logo that first appeared in public on the 1966 release of the TSS/360. Logos designed in the 1970s tended to reflect the inability of period photocopiers to render large areas well, hence discrete horizontal bars.
Big Blue is a nickname for IBM derived in the 1960s from the company’s blue logo and color scheme, originally adopted in 1947. True Blue referred to a loyal IBM customer, and business writers later picked up the term. IBM once had a de facto dress code that saw many IBM employees wear white shirts with blue suits.
The current IBM logo features a custom, handwritten typeface.