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IBM borrowed on the equities in its brand image and reputation to help carry it through a difficult transition from the punched-card tabulating business to computers. It began with a change to the logotype, the first in 22 years. The new logo appeared on the masthead of the January 1, 1947 issue of Business Machines with surprisingly little fanfare. The familiar "globe" was replaced with the simple letters
"IBM" in a typeface called Beton Bold.
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