IBM Design Language

With the launch of a new visual language, typeface and robust set of tools, IBM has taken the ambitious step of not only refreshing their brand but reinventing their entire approach to design. Its foundation is a philosophy that informs all of their decisions - a way of thinking about design, and the responsibility it holds. A team of our own self-identified design nerds partnered with the IBM Design team to develop this series of animations that live within the Design Language repository. Written, designed and animated with rigorous adherence to their system, each short illustrates and embodies the IBM Design Language, functioning as a bridge between principle and practice.

https://www.ibm.com/design/language/philosophy/principles/