Many designers played an important role in IBM's graphic identity and implementation including Arthur Boden, Clarence Lee, Charles Keddie and Mary Beresford.
The Bauhaus approach to design emphasised simplicity, functionality, and the integration of modern technologies and materials. A century later, many of the principles taught at the school remain fundamental to contemporary design practices.
Victorian Graphic Design left a mark on both British and American design history. In Britain, the ornate embellishments served as a symbol of prosperity and cultural values. Meanwhile, America embraced the combination of various design elements to navigate the complexities of a rapidly changing society driven by industrialisation and consumerism.
Bäumer gave the company a unique brand image amplifying its graphical image after a time of post-war economic recovery. This style of advertising composition can be seen across many 1960s campaigns, especially from other German designers such as Anton Stankowski.
