IBM’s ad agency, Ogilvy and Mather, devised the campaign and branded the streets with three images of a peace symbol, a heart and a penguin, Linux’s mascot. However, the markings, which had been made using a supposedly biodegradable chalk, proved stubborn and had to be removed with a combination of baking soda and high-pressure hoses.
San Francisco authorities have claimed that the company created the graffiti with the knowledge that it would be irremovable. “Some [of the images] were etched into the concrete, so in those cases they will never be removed… they knew exactly what they were doing,” said Gavin Newsom one of the city’s supervisors.
IBM has agreed to pay the city £100 000 plus costs of around $20 000.