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Our Brand

Our Brand Story

Every element of our brand is intentional and has a story, starting with our name.


What is the big announcement?

On Monday, November 21, 2022 we revealed our exciting new rebrand to the world which included changing our name from Cook Ross to Be Equitable as well as an entirely new brand identity and visuals that better represents our evolution for inclusion, diversity, equity, and accessibility work.

Why are you rebranding? Why now?

These last few years have been incredibly tumultuous and constantly evolving, and we are evolving with it. It’s our hope that by hearing the story of our brand journey, it will give the world a better reflection of who we are, the collective approach we take in doing this work, and how we can support you on your journey to be equitable.

What is the story behind the name Be Equitable?

In choosing the name Be Equitable we wanted to ensure that the name spoke with meaning and purpose, that without much explanation the name gave clear expression to the work we are deeply committed to. We also wanted the name to be human, personable and inviting.

We also have come to know that so much of the growth and lived experiences of this work starts with who we are being, and so our name having the BE as our first word represents fittingly our belief that we should start with being before we move to the doing.

The acronym BE superbly reinforces that message. And so, if you have ever asked yourself as a leader, 'Who do I want to be? And What do I want my world to be?' We would hope your response would include to Be Equitable.

What is the significance of the illustrations?

The illustrations were designed as a way to imagine and create a diverse range of people, purposely bold and imperfect just like each of us. They also have a weightiness to them to indicate the heaviness of the world and the impact on our human bodies. The head and body illustrations were designed by New York based artist, Edward Ubeira.

What is the story behind the BE typeface?

All the typefaces have a story that speak directly to some dimension of IDEA. For example, our BE MARTIN typeface was custom designed by Washington, DC based typographer Tré Seals and named in honor of Martin Luther King as it was inspired by remnants of the 'I AM A MAN' Memphis Sanitation Strike of 1968. This is the font used in our logo and in all our headers.

Did you partner with an agency on the rebrand?

Yes! We had many partners on this journey to become Be Equitable. We were grateful to have had the partnership with For the People (@forthepeople.agency) creative brand agency who took the journey with us and created the stunning visual identities you see. Their amazing team of designers, storytellers, illustrators and artists used our authentic voice to create the imagery and the message that speaks to our work in a profound and clear way. We also applaud the creative vision of Christian Benjamin from Washington DC based Story Marketing, who pulled together an amazing tactical design team to see our vision through to the end. It truly was a global collective representing many different countries, nationalities, identities, and voices, all with the shared vision of a just and equitable world.


Will this rebrand change day-to-day business transactions?

While we will introduce new content, learnings, and tools over time, our rebrand will not change the way we partner with you to advance inclusion, diversity, equity, and accessibility internally. You may notice our new name and brand look appearing on communications and on some of our offerings over time. Rest assured we are making every effort to ensure a smooth transition.

Who can I contact if I have additional questions?

A member of your Client Experience Team will be happy to assist you with any additional questions you may have. Or you may always reach us at hello@be-equitable.com for any general questions or requests.

Is my point of contact changing?

No. You will continue to be supported by the same amazing team members who have been supporting you in the past. We do have new email addresses that now include the url @be-equitable.com. Don’t worry if you send something to one of our old email addresses, we will still receive it.

I have a signed contract with you, is it still valid?

Yes. All contracts and vendor agreements are still valid. Contracts will be updated with our new name as they come up for renewal.

Will you still accept payment as Cook Ross Inc.? Has your Federal Tax ID number changed?

Yes we can, and we can accept payment as Be Equitable too. We certainly do hope that you will make the change to Be Equitable as soon as your systems allow. Our bank accounts remain the same and our Tax ID will not be changing. An updated W9 is available if needed.

Can I still connect with you on social media?

Yes. We’ll be updating our social media channels to reflect our new name. Look out for notifications on LinkedIn, Instagram, and Facebook to start and then TikTok and YouTube after the new year. Our social media handles are in our footer.

Become part of the BE collective and partner with us on your own journey to equity.

Cook Ross is now BE Equitable

These past few years have been incredibly tumultuous and evolving, where we have witnessed how complex and messy our world is.

In a world of tick-a-box trainings and quick fixes, we at Be Equitable are going after something more satisfying -- we’re here for the transformations. For the forward thinkers and future leaders who know the journey is long and are still ready, we see you and we want to partner with you.

Let’s go beyond the buzzwords to create workplaces that work for people of all races, ethnicities, identities, and abilities. It won’t be neat. And it certainly won’t be simple. Our BE team is ready and committed to get it done.

As we enter this next chapter of our story, we invite you to BE bold, BE inclusive, and BE authentic to the vision you have for yourself and your organization. And together we can create workplaces that are just and equitable for all.