Brand Promise Be Equal is an endeavor to expand, enable and ensure equality for everyone. be (“bee”) equal (ee-kwuhl) to exist or live as great as; the same as to take place or occur like or alike in quantity, degree, value, etc. to occupy a place or position of the same rank, ability, merit, etc. to continue or remain evenly proportioned or balanced Be Equal Brand Guiide, Version 2.0 IBM Brand Experience & Design 8