Meet Kyndryl – which, despite its name, is not a new Legendary Pokémon or a futuristic fake drug Cyberpunk 2077No, Kyndryl is the new name for IBM’s legacy IT infrastructure company, which the company is developing into a new company so that the main company can focus on its newer (and more lucrative) areas of focus, such as AI and cloud services.
I’ll have IBM’s press release explain:
“Kyn” is derived from the word relationship, referring to the belief that relationships with people – employees, customers and partners – are central to the strategy and that long-term relationships must be built and maintained. “Dryl” comes out slender, thinking of new growth and the idea that the company – together with customers and partners – is always working to promote human progress.
“Relationship” and “rank” – two of the first words that come to mind when you consider managed infrastructure services. Except, of course, with extra y’s added, where ‘y’ is probably the letter that most conveys ‘the spirit of true partnership and growth’ that Kyndryl’s corporate IT institutions stand for.
In reality, it feels like the completely bizarre branding is meant to be SEO bait. “NewCo” – the original placeholder for the branch of the company now known as Kyndryl – is the kind of name that fades into the background, while bizarre as it may be, Kyndryl is in no danger of being confused or lost in a sea of similar Google results (usually because there aren’t any).
“Customers around the world will come to know Kyndryl as a brand that manages the vital systems that are at the heart of progress,” said Martin Schroeter, CEO of Kyndryl. And with a name as … unique as the one selected here, he’s probably right.