Learn how IBM products move with the accuracy and precision of a machine.
For over one hundred years, IBM has crafted business machines for professionals around the world. From the powerful strike of a printing arm to the smooth slide of a typewriter carriage, each movement was fit for purpose and designed with intent. Our software demands the same attention to detail for making products feel lively and realistic.
We take inspiration from our heritage to define our animation style. Machines have solid planes, rigid surfaces and sharp, exact movements that are acted upon by physical forces. They don’t go from full-stop to top speed instantly or come to an abrupt stop, but instead take time to accelerate and decelerate. They have an inherent mass and move at different speeds in order to accomplish the tasks they were designed for.