Be EqualBrand Guide01 October 2020International Business MachinesBrand Experience & DesignThis guide is an essential tool for anyone working on behalf of Be Equal. It provides detailed guidance for how the brand should be presented visually and verbally, internally and externally, across all applications and to all audiences.Be Equal Brand Guide, Version 2.0IBM Brand Experience & Design 2Ambition 04DigitalWebsite (beequal.com) 42Online Presence 43Podcast Series 44Motion & Sonic Style 45B.E. Communities 46-56 Sub-Systems Expression 19Be Equal Brand Guide, Version 2.0PhysicalEvents & Environments 57On-Demand Printing (Posters) 58Merchandise 59Advice & Approvals 62Resources 63Visual & VerbalLogo & Logotype 20Community IDs 23Color 24Patterns 29Typography 31 Translations 33Voice (Way with Words) 34 Be… Statements First-Person Quotes Numbers Composition 37Portraiture 40Photo Overlays 41Context 05Brand Promise 08Brand Pillars 09Behaviors 10Communities 11Be Equal Allies 12Partner Program 14Social Strategy 17Calendar 18IBM Brand Experience & Design 3AmbitionBe Equal Brand Guide, Version 2.0Context 05Brand Promise 08Brand Pillars 09Behaviors 10Communities 11Be Equal Allies 12Partner Program 14Social Strategy 17Calendar 18Men and women will do the same kind of work for equal pay. They will have the same treatment, the same responsibilities, and the same opportunities for advancement.”Thomas Watson Sr.1935“IBM Brand Experience & Design 4Equality is essential.For decades, diversity and inclusion has been a vital topic in global society. We have seen organizations commit to diversity, implement inclusive policies, and contribute their voices as passionate champions. Yet despite years of work, the numbers remain quite grim, and inequities continue to exist. At IBM, we want to expand, empower, and ensure equality. Be Equal is an endeavor to scale systemic, sustainable improvement through practices that become ingrained into both our personal and professional existence. Our strategy — based on behavioral science, driven by data — demands multiple perspectives and perpetual attention and action. Be Equal Brand Guide, Version 2.0IBM Brand Experience & Design 5IBM has more than 100 years of experience with diversity, inclusion and equality in the workplace. We encourage everyone, generation after generation, to thrive because of their unique differences, not despite them. Diversity is in our DNA.IBM hires first female and black employees.18991914IBM hires first disabled employee.IBM recruited 25 female college graduates, 29 years before the Equal Pay Act.19351943IBM names first female VP.1946First pocket-sized braille printer made and distributedto all IBM employees.IBM delivers first operational application of speech recognition.1971 IBM creates Computer Program Training for people with disabilities.19721984IBM adds sexual-orientation to equal opportunity policy.IBM announces Domestic Partner Benef...
