After the Computer Tabulating Recording Company changed its name to International Business Machines in 1924, they redesigned the logo from CTRCo in solid black lettering to the new name shaped like a globe.
With Business and Machines in a bold font, and International wrapped in the middle serving as the equator, IBM aimed to establish that they were expanding worldwide through the globe-shaped logo.
It wasn’t until 1956 that they changed their logo to the one we know today, the simple IBM lettering that conveys warmth and user-friendliness. Apart from the 13 stripes added in 1966 decreasing to 8 in 1972, IBM remained unmoved about their brand and logo. Good branding lasts.