Line brands
Overview
Kyndryl operates under a single, unified hero brand architecture. All line brands must begin with the name “Kyndryl,” ensuring consistency, strength, and immediate association with the Kyndryl brand. This structure allows our line brands to benefit from Kyndryl’s established equity, credibility, and recognition without requiring separate brand‑level investment, while continuing to build long‑term value for Kyndryl overall. Our three line brands are Kyndryl Vital, Kyndryl Consult and Kyndryl Bridge.
General usage guidance
The guidance below outlines when and how to use our line brands and their distinctive graphic elements.
01
The Kyndryl hero brand is always present
To ensure that we are building equity in the Kyndryl hero brand, the Kyndryl logo must appear on all line brand assets. If an asset is exclusive to a line brand, include the Kyndryl logo alongside the line brand logo (as shown in the visual above).
02
Line brand logos should never be altered
Like the Kyndryl logo, line brand logos are custom wordmarks with specific spacing, color and weight. They should never be altered or re-typed. Any new use requires legal and brand approval.
03
Use line brand graphics only on line brand assets
Graphics unique to a line brand (such as the Kyndryl Bridge wave graphic), should not be distorted, recolored or used to represent other line brands.
04
Don’t forget the trademark symbol
The Kyndryl Vital and Kyndryl Bridge logos are trademarked and must always include the ™ symbol.
05
Never use two line brand logos together
If an asset represents more than one line brand, use the Kyndryl hero logo instead.
06
Line brands do not represent Kyndryl as a whole
Assets such as email signatures, business cards, social media accounts and co-branded materials should feature the Kyndryl hero logo (not a line brand logo), even if your role focuses on a specific line brand.
Design usage guidance
The following section provides deeper guidance on using our line brands and their graphics correctly within designed assets.
Approved colors
Our line brand logo color combinations are carefully selected to reflect our distinct brand palette while remaining ADA compliant.
Primary color versions
Each line brand logo has two primary versions: color and white. Use the color version on light backgrounds. On Warm Red, Spruce or darker backgrounds, use the white version.
Clear space and sizing
To ensure that our line brand logos remain easily legible and distinct, we have clear space and minimum size guidelines.
- Always maintain clear space around the line brand logo. This clear space should be at least equal to the height of the “n” in the logo.
- The minimum size for the logo is 1.25 inches wide in print and 120 pixels wide in digital media.
- In digital spaces, be mindful of pixel densities on screen. Always scale the logo large enough to be easily legible, with all letters distinct.
Placement with Kyndryl hero brand
As outlined in the general guidance above, all line brand assets should include the Kyndryl logo alongside the line brand logo to build equity for both. Logo placement should clearly define the relationship between the brands, with the line brand presented as a sub‑brand of the Kyndryl hero brand.
The following guidance outlines how to position and scale line brand logos in relation to the Kyndryl hero brand logo.
01
Position the line brand logo using the height of the “k” as the alignment reference, as shown in the visual above.
02
The Kyndryl hero brand logo should always be scaled to 70% of the line brand logo.
03
Logo placement depends on asset orientation. For vertical assets, place the Kyndryl logo at the bottom left; for horizontal assets, place it at the bottom right.
Photography and graphics
Photography
We have curated image libraries available for each line brand in our Kyndryl Asset Library. To ensure that all line brand assets maintain a consistent look and feel, use our curated images to create assets rather than opting for stock photography.
Graphics
Any graphics specific to one line brand, such as the Kyndryl Bridge wave graphic, are unique to that line brand and should not be distorted, recolored or used to represent other line brands.
Detailed application guidance
The following section outlines how to apply our line brand logos and graphics consistently across content types and use cases.
Merchandise
01
Merchandise typically features only the Kyndryl hero logo. For Kyndryl Consult or Kyndryl Vital merchandise, the line brand logo may appear alongside the hero logo.
02
All merchandise must be ordered through our global merchandise vendor. New design requests must go through brand and be approved by brand and legal.
03
Merchandise is not available for Kyndryl Bridge.
Social media
Corporate social accounts
We do not have corporate social accounts for our line brands, as this would dilute the reach of our social programming and social community.
Social post tile
You may feature a line brand logo on a social tile exclusively about that line brand, provided the Kyndryl hero logo is also present and correctly placed.
Social post copy
Line brand hashtags (#KyndrylVital, #KyndrylBridge, #KyndrylConsult) may be used in post copy, provided the primary Kyndryl hashtag (#Kyndryl) is also included.
Personal social profile
Personal profile images and banners should always feature the Kyndryl logo (not a line brand logo), even if your role focuses on a specific line brand.
PowerPoint decks and case studies
01
The Kyndryl logo should appear on all PowerPoint presentations and case studies.
02
If the content focuses on a single line brand, the relevant line brand logo may be included alongside the Kyndryl logo.
03
If the content spans multiple line brands or focuses on a practice area or field of play, use only the Kyndryl logo.
Digital content
The Kyndryl logo should appear across digital content such as videos, email banners and webpages. When the content focuses on a single line brand, you may include the relevant line brand logo alongside the Kyndryl logo. If the content spans multiple line brands or centers on a practice area or field of play, use the Kyndryl logo on its own.
Email signatures
For email signatures, we use the Kyndryl hero brand logo only — this helps us consistently build recognition for the Kyndryl brand. If your role or team is dedicated to a specific line brand, you may reference it in plain text directly beneath your title.
Business cards
The same approach applies to business cards. Only the Kyndryl hero brand logo should be used. If you work exclusively within a line brand, you can note it in plain text below your title.
Line brand misuse
Avoid stacking line brand logos.
Do not use initials of a line brand as a replacement for the logo; always use the full wordmark.
Do not alter the color of the line brand logo; use only the approved logo files.
Do not add visual effects to the line brand logo.
Do not add boxes of Warm Red around the logo.
Do not add boxes of Spruce around the logo.
Do not add boxes of Skye around the logo.
Do not add boxes of Cloud around the logo.