Ambition 04 Expression 19 Visual & Verbal Digital Physical Context 05 Logo & Logotype 20 Website (beequal.com) 42 Events & Environments 57 Brand Promise 08 Community IDs 23 Online Presence 43 On-Demand Printing (Posters) 58 Brand Pillars 09 Color 24 Podcast Series 44 Merchandise 59 Behaviors 10 Patterns 29 Motion & Sonic Style 45 Communities 11 Typography 31 Advice & Approvals 62 Be Equal Allies 12 Translations 33 B.E. Communities 46-56 Resources 63 Partner Program 14 Voice (Way with Words) 34 Sub-Systems Social Strategy 17 Be… Statements Calendar 18 First-Person Quotes Numbers Composition 37 Portraiture 40 Photo Overlays 41 Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 3