New Logo and Identity for IBM Be Equal

Established in 2019 and launched publicly this year, Be Equal is IBM’s Diversity and Inclusion initiative that “endeavors to scale systemic, sustainable improvement through practices that become ingrained into both our personal and professional existence”. Initially created to promote and support gender equality, Be Equal has been expanded to include and represent every dimension of equality — gender, race, ability, origin, status, age, sexuality, and beliefs — and its reach has been widened so that other individuals and organizations can participate. The identity has been designed by IBM’s in-house design team in collaboration with Athletics and AKQA. Paul Rand’s Eye-Bee-M poster, 1981. The Be Equal logo is derived from Paul Rand’s Eye-Bee-M “Rebus” poster design.