Brand foundations
Brand anthem
Our brand anthem is a short film that brings the “The Heart of Progress™” to life. It showcases Kyndryl’s unique story in a powerful, vibrant way, boldly declaring who we are, what we stand for and why we exist.
Our mission
Our mission communicates the fundamental business outcomes we aim to achieve.
To be a technology services company that is a partner and an employer of choice.
Our purpose
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.
Together, each of us advances the vital systems that power human progress.
Our beliefs
Our brand beliefs are our guiding principles, a series of statements that illustrate our worldview clearly and concisely.
Our culture principles
The Kyndryl Way underpins everything we do, from the way we engage with customers to the way we organize ourselves.
Engaging with one another, with our customers and with our communities, we are:
Restless to continuously anticipate, learn and innovate.
Empathetic to serve with trust and transparency.
Devoted to shared success.
How we organize ourselves, our work and our decisions to support our customers:
Flat to empower accountable, inclusive teams.
Fast to cultivate simplicity everywhere.
Focused to deliver exceptional services.
Brand idea
Our brand idea, The Heart of Progress™, is at the center of our brand. It is our bedrock and 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, review our trademark usage guidelines.
Living Trellis
Our Living Trellis evokes the way that we embrace integrated, well-built systems and create further connection. Unlike the Vital K, the Living Trellis serves as an underlying structure that supports content and allows it to grow. It can be used in a variety of use cases and content types, flexing to fit the tone and function of each piece.
Vital K
The Vital K consists of two diagonal lines of equal size, based on the arm and leg of the “k” in our logo. These angled lines convey a sense of motion, growth and focused devotion, almost seeming to lean in to listen better, with empathy. It can be used for emphasis in a variety of use cases and content types, flexing to fit the tone and function of each piece.