IBM – Be Equal

📋 1 Guidelines

🔗 Connections

Sector

Public relations

Region

Usa

Guideline Year

2020

Language

English

Tags

Featured Technology Social

Brand Guidelines

2020

Categories

Brand Voice
  • Great effort has been put into creating a strong verbal identity— a specific style of speaking—that pairs well with the Be Equal visual identity. Please refrain from creating unique headlines, taglines or other slogans specific to singular communities.
  • Like color does visually, Be… Statements bring to life Be Equal characteristics by illustrating diversity and intersectionality through individual expressions, using active (gerand-like) language. A lexicon of approved Be… Statements has been created. Used one by one or listed in stacked sequence, they should never appear without Be Equal present as well.
  • Be All-in Be Honest Be Bold Be Faithful Be Aware Be Determined Be Outspoken Be Active Be Transparent Be Upfront Be Open
  • Be Opinionated Be Positive Be Ambitious Be Plural Be Magnetic Be Colorful Be Unique Be Progressive Be Generous Be Supportive Be Proud
  • Be Committed Be Curious Be Passionate Be Accountable Be Mindful Be Creative Be True Be Dynamic Be Loud Be Inclusive Be Empowered
  • Be Loud Be Confident Be Advocating Be Vocal Be Upstanding Be Kind Be Resilient Be Genuine Be Visible Be Fair Be Yourself…
Brand Imagery
  • Over the years, an common approach to creating portraits of IBMers has been established. The intent behind this approach is to portray all IBMers in the most democratic way. These are portraits, not headshots. Technical specifications for capturing and generating these images is available, is easy to use. and can be performed anywhere around the world.
  • Along with a common approach to portraiture, a common look and feel to photo overlays has been established to be consistent. The approach allows for personal choice of palette, and distinct overlays have been created for each B.E. Community.
Color Palette
  • The Be Equal color palette is a carefully-considered selection from the IBM Design Language overall palette.
  • Color plays a critical role in the expression of Be Equal. It’s a visual, visceral way to communicate diversity and intersectionality.
  • Colors, and the use of those colors, have been chosen to best meet accessibility practices and standards.
  • Note: The Be Equal logo and logotype may only appear on 60 or 40 color values.
  • The Be Equal logo and logotype are designed to correspond to one another. When they appear together, the color of the “equal” sign in the logo and the color of the logotype should match one another, whenever possible.
  • When either the logo or logotype are used on a background of color, they should only appear in black and white contrast. And the Be Equal logo and logotype should only appear on 60 and 40 color values.
  • Never use two colors from the same family together. Never use two colors of the same value together.
  • Color combinations are created by drawing from different color families and color values.
  • This 16-color arrangement was designed specifically to represent Be Equal Allies, and reflects intersectionality. It is primarily used in, but not limited to, an Ally context.
  • Based on the IBM 2x Grid, unique patterns have been designed to represent each Be Equal Community. These patterns also provide a specific color palette for Communities to use.
Typography
  • Plex Sans Bold is reserved for Be… Statements, Communities and the Be Equal logotype, Title Case with no punctuation.
  • Plex Serif Regular is reserved for first-person quotations.
  • Plex Sans Regular is a secondary choice for supporting text.
  • The IBM 2x Grid is the framework for all visual elements and typography within the Be Equal system. It provides a blueprint and backdrop for every expression of the brand.
  • International is our first name. Plex supports over one hundred international languages. In as much as Be Equal represents everyone, speaking in native tongue is a critical demonstration of inclusivity.
Logo Usage
  • Logo & Logotype There is no formal “lockup” of the Be Equal logo and logotype. They can be used independent of one another. When they appear together, the logotype should appear first, above or to the left of the logo, and be sized relative to one another.
  • The Be Equal logo and logotype may only appear on 60 or 40 color values.
  • The Be Equal logo and logotype are designed to correspond to one another. When they appear together, the color of the “equal” sign in the logo and the color of the logotype should match one another, whenever possible.
  • When either the logo or logotype are used on a background of color, they should only appear in black and white contrast. And the Be Equal logo and logotype should only appear on 60 and 40 color values.
  • Never use two colors from the same family together. Never use two colors of the same value together.
Tone And Messaging
  • Great effort has been put into creating a strong verbal identity— a specific style of speaking—that pairs well with the Be Equal visual identity. Please refrain from creating unique headlines, taglines or other slogans specific to singular communities.
  • Be… Statements bring to life Be Equal characteristics by illustrating diversity and intersectionality through individual expressions, using active (gerand-like) language. A lexicon of approved Be… Statements has been created. Used one by one or listed in stacked sequence, they should never appear without Be Equal present as well.
  • Be All-in Be Honest Be Bold Be Faithful Be Aware Be Determined Be Outspoken Be Active Be Transparent Be Upfront Be Open Be Opinionated Be Positive Be Ambitious Be Plural Be Magnetic Be Colorful Be Unique Be Progressive Be Generous Be Supportive Be Proud
  • Be Committed Be Curious Be Passionate Be Accountable Be Mindful Be Creative Be True Be Dynamic Be Loud Be Inclusive Be Empowered
  • Be Loud Be Confident Be Advocating Be Vocal Be Upstanding Be Kind Be Resilient Be Genuine Be Visible Be Fair Be Yourself…
  • As a Be Equal Ally, I endeavour to expand, enable and ensure equality for everyone.
Brand Values
  • Equality is essential.
  • 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.
  • IBM 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.
  • Be Equal is the new face of IBM Diversity & Inclusion. Launched initially to promote and support gender equality, the Be Equal brand is being expanded to include and represent every dimension of equality. And, in the spirit of being equal, we are building a open brand platform for all alike to participate— individuals and organizations—to promote equality, to partner together, and to become Be Equal Allies and advocates.
  • Be Equal is an endeavor to expand, enable and ensure equality for everyone.
  • Expand Acceptance Enable Allyship Expand by embracing all differences, inclusive of every dimension of diversity. Expand by extending an open invitation to everyone alike, individuals and organizations, to participate or partner. Expand by exponentially increasing our own equality efforts at scale. Enable by providing progressive practices and programs, and sharing them with Be Equal partners. Enable by providing a public platform for involvement. (beequal.com) Enable by providing more pathways to becoming Be Equal Allies. Ensure Accountability Ensure by continuously setting ambitious and actionable goals to achieve. Ensure by holding ourselves accountable for our own progress and to one another. Ensure by being completely transparent about the impact we are making.
  • To Be Equal is to… Include and empower others to have their individual voices and views heard. Invest in and learn about other cultures, backgrounds, generations, and perspectives. Listen to opinions other than your own. Be ever-conscious of and correct unconscience bias. Represent communities of all dimensions of diversity equally. Be an upstander and speak out against bullying and harassment of anyone in any form. Be open and bold in advancing and promoting Be Equal and inclusive ideas. Be your best by being yourself.
Visual Style
  • Color plays a critical role in the expression of Be Equal. It’s a visual, visceral way to communicate diversity and intersectionality. The Be Equal color palette is a carefully-considered selection from the IBM Design Language overall palette.
  • Colors, and the use of those colors, have been chosen to best meet accessibility practices and standards.
  • Note: The Be Equal logo and logotype may only appear on 60 or 40 color values.
  • The Be Equal logo and logotype are designed to correspond to one another. When they appear together, the color of the “equal” sign in the logo and the color of the logotype should match one another, whenever possible.
  • When either the logo or logotype are used on a background of color, they should only appear in black and white contrast. And the Be Equal logo and logotype should only appear on 60 and 40 color values.
  • Never use two colors from the same family together. Never use two colors of the same value together.
  • Unique patterns have been designed to represent each Be Equal Community. These patterns also provide a specific color palette for Communities to use.
  • The IBM 2x Grid is the framework for all visual elements and typography within the Be Equal system. It provides a blueprint and backdrop for every expression of the brand.
  • Technical specifications for capturing and generating these images is available, is easy to use. and can be performed anywhere around the world.
  • Along with a common approach to portraiture, a common look and feel to photo overlays has been established to be consistent. The approach allows for personal choice of palette, and distinct overlays have been created for each B.E. Community.
  • The primary motion used for Be Equal is an upward action. This gives levity to animation sequences that are using Be Equal colors, pattern and typography.
Iconography
  • Based on the IBM 2x Grid, unique patterns have been designed to represent each Be Equal Community. These patterns also provide a specific color palette for Communities to use.
  • The Be Equal logo and logotype may only appear on 60 or 40 color values.
  • When either the logo or logotype are used on a background of color, they should only appear in black and white contrast. And the Be Equal logo and logotype should only appear on 60 and 40 color values.
  • Never use two colors from the same family together. Never use two colors of the same value together.
  • The Be Equal logo and logotype are designed to correspond to one another. When they appear together, the color of the “equal” sign in the logo and the color of the logotype should match one another, whenever possible.
  • There is no formal “lockup” of the Be Equal logo and logotype. They can be used independent of one another. When they appear together, the logotype should appear first, above or to the left of the logo, and be sized relative to one another.
  • The IBM 2x Grid is the framework for all visual elements and typography within the Be Equal system. It provides a blueprint and backdrop for every expression of the brand.
Layout And Composition
  • The IBM 2x Grid is the framework for all visual elements and typography within the Be Equal system. It provides a blueprint and backdrop for every expression of the brand.
Social Media Guidelines
  • Use of social media channels to promote Be Equal.
  • Many assets have been pre-prepared for social presence and sharing, across a variety of platforms. These resources are available to all.
Motion Graphics
  • The primary motion used for Be Equal is an upward action. This gives levity to animation sequences that are using Be Equal colors, pattern and typography.
  • For assistance with animation and samples, please contact IBM Brand Experience & Design.
Accessibility Guidelines
  • Colors, and the use of those colors, have been chosen to best meet accessibility practices and standards.
  • The Be Equal logo and logotype may only appear on 60 or 40 color values.
  • When either the logo or logotype are used on a background of color, they should only appear in black and white contrast. And the Be Equal logo and logotype should only appear on 60 and 40 color values.
  • Never use two colors from the same family together. Never use two colors of the same value together.
  • Accessibility is a Be Equal Practice.
  • Accessibility is not just a practice, it’s a culture and a mindset.
Digital Guidelines
  • beequal.com (ibm.com/impact/be-equal) is the new global home for IBM Diversity & Inclusion.
  • Many assets have been pre-prepared for social presence and sharing, across a variety of platforms. These resources are available to all.
  • The primary motion used for Be Equal is an upward action. This gives levity to animation sequences that are using Be Equal colors, pattern and typography.
  • For assistance with animation and samples, please contact IBM Brand Experience & Design.
  • Be Equal Sonic ID Audio Available
  • On-Demand Printing (Posters)
Brand Partnerships
  • Expand by extending an open invitation to everyone alike, individuals and organizations, to participate or partner.
  • Enable by providing progressive practices and programs, and sharing them with Be Equal partners.
  • Enable by providing a public platform for involvement. (beequal.com)
  • Isolation is the opposite of equality. The Be Equal program is designed to share. Through compounded influence and interests, we can learn and scale Be Equal and D&I practices together.
  • Partners 600+ Countries 14 Schools 200 Graduates 4x
  • Stanford University is a Be Equal Partner.
Photography Style
  • Over the years, an common approach to creating portraits of IBMers has been established. The intent behind this approach is to portray all IBMers in the most democratic way. These are portraits, not headshots. Technical specifications for capturing and generating these images is available, is easy to use. and can be performed anywhere around the world.
  • For more information, or to access the technical specifications. please contact IBM Brand Experience & Design.
Community Guidelines
  • Be Equal Communities are the new Business Resource Groups (BRGs) or Action Networks. CANs represent individual identities, diversity dimensions or other interests related to inclusion.
  • Women Pan-Asian LGBT+ Black DiversABLE Hispanic Veterans Indigenous
  • Represent communities of all dimensions of diversity equally.
  • Unique patterns have been designed to represent each Be Equal Community. These patterns also provide a specific color palette for Communities to use.
  • Never use two colors from the same family together. Never use two colors of the same value together.
  • The Be Equal logo and logotype may only appear on 60 or 40 color values.
  • When either the logo or logotype are used on a background of color, they should only appear in black and white contrast. And the Be Equal logo and logotype should only appear on 60 and 40 color values.
  • The Be Equal logo and logotype are designed to correspond to one another. When they appear together, the color of the “equal” sign in the logo and the color of the logotype should match one another, whenever possible.
  • Patterns also provide a specific color palette for Communities to use.
Merchandise Guidelines
  • Mismatched Socks
  • Bee-shaped Pin on Fabric
  • Laptop with Bee Stickers
  • Reversible Beanie
  • Color-block T-shirt Back View Being developed… (Illustrative Only)
  • Be Equal Ally Totebag
  • Colored Bottles with Bee Being developed… (Illustrative Only)
  • Pink T-Shirt with Bee Design
  • Bee Themed Keychain
  • Colorful Thermometers Display
  • Bee Icon on Yellow Background
  • Color Spectrum and Equality Message Be Equal is an endeavour to expand, enable and ensure equality for everyone beequal.com
  • Brand Collaborations Coming Soon
  • Colorful Vans Shoe Being developed… (Illustrative Only)
  • Colored Smartphones with Bee Mascots
  • Community Notebook Collection Being developed… (Illustrative Only)
  • Colorful Mugs
Event Guidelines
  • This is a Be Equal environment.
Podcast Guidelines
  • Be Equal Podcast Series
  • Be Equal Sonic ID Audio Available
🐛 Report