Visual & Verbal Logo & Logotype 20 Community IDs 23 Expression Color 24 Patterns 29 Typography 31 Translations 33 Voice (Way with Words) 34 Be… Statements First-Person Quotes Numbers Composition 37 Portraiture 40 Photo Overlays 41 “Unity, not uniformity.” Digital Website (beequal.com) 42 Eliot Noyes Online Presence 43 1956 Podcast Series 44 Motion & Sonic Style 45 B.E. Communities 46-56 Sub-Systems Physical Events & Environments 57 On-Demand Printing (Posters) 58 Merchandise 59 Advice & Approvals 62 Resources 63 Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 19