Voice (Way with Words) Be… Statements Like color does visually, Be… Statements bring to life Be Equal Great effort has been put into creating a strong verbal identity— characteristics by illustrating diversity and intersectionality through a specific style of speaking—that pairs well with the Be Equal visual individual expressions, using active (gerand-like) language. identity. Please refrain from creating unique headlines, taglines A lexicon of approved Be… Statements has been created. or other slogans specific to singular communities. Used one by one or listed in stacked sequence, they should never appear without Be Equal present as well. Be All-in Be Opinionated Be Committed Be Loud Be Honest Be Positive Be Curious Be Confident Be Bold Be Ambitious Be Passionate Be Advocating Be Faithful Be Plural Be Accountable Be Vocal Be Aware Be Magnetic Be Mindful Be Upstanding Be Determined Be Colorful Be Creative Be Kind Be Outspoken Be Unique Be True Be Resilient Be Active Be Progressive Be Dynamic Be Genuine Be Transparent Be Generous Be Loud Be Visible Be Upfront Be Supportive Be Inclusive Be Fair Be Open Be Proud Be Empowered Be Yourself… Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 34