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Dustin Duke

Executive Creative Director / AD

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IBM: Be Equal

Be Equal is IBM’s Diversity and Inclusion initiative that aims to get the attention and support of everyone—even those who don’t work at IBM.

To achieve that, we created an eye-catching logo and language system that was born from Paul Rand’s iconic Eye-Bee-M rebus logo from 1981.

Today, IBM now sells fun, colorful Be Equal merchandise online so anyone can create, foster—and yes, even wear—a culture of inclusion that embraces differences in gender, race, ability, origin, status, age, sexuality, and beliefs.

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