Living Wage Brand Book
G N I V I L
E G A W K O O B D BRAN
w ww.livingwage.or g.uk
Living Wage Brand Book
THE LIVING WAGE CAMPAIGN CALLS FOR EVERY WORKER IN THE COUNTRY TO EARN ENOUGH TO PROVIDE THEIR FAMILY WITH THE ESSENTIALS OF LIFE. SO HOW DO WE DO IT?
Living Wage Brand Book
HERE’S HOW ABOUT LIVING WAGE
- What is the Living Wage?
- What do we do?
- Living Wage employers
THE DESIGN
- Logo Design
- Clear Space
- Versions of the Logo
- Colour Varients
- Typography
HOW WE SPREAD THE WORD
- Print Campaign
- Living Wage website
- Living Wage Employer Mark
Living Wage Brand Book
WHAT IS THE LIVING WAGE? A NUMBER An hourly rate set independently and updated annually. In London the rate is calculated by the Greater London Authority, and outside London by the Centre for Research in Social Policy. In London the current rate is £8.30 per hour. Outside of London the current rate is £7.20.
GOOD FOR BUSINESS An independent study of the business benefits of implementing a Living Wage policy in London found that more than 80% of employers believe that the Living Wage had enhanced the quality of the work of their staff, while absenteeism had fallen by approximately 25%. Two thirds of employers reported a significant impact on recruitment and retention within their organisation. 70% of employers felt that the Living Wage had increased consumer awareness of their organisation’s commitment to be an ethical employer.
GOOD FOR THE INDIVIDUAL A Living wage affords people the dignity to provide for themselves and their families. 75% of employees reported increases in work quality as a result of receiving the Living Wage. 50% of employees felt that the Living Wage had made them more willing to implement changes in their working practices; enabled them to require fewer concessions to effect change; and made them more likely to adopt changes more quickly.
GOOD FOR THE SOCIETY The Living Wage campaign was launched in 2001 by parents in East London, who were frustrated that working two minimum wage jobs left no time for family life. Over 10,000 London families have been lifted out of working poverty as a direct result of the Living Wage.
What is the Living Wage?
Living Wage Brand Book
WHAT DO WE D0? The Living Wage Foundation does three things:
ACCREDITATION We offer accreditation to employers that pay the living wage, or those committed to an agreed timetable of implementation. The ‘Living Wage Employer ’ mark is a recognised sign of good practice in employment.
INTELLIGENCE We provide advice and support to employers implementing the Living Wage including best practice guides; case studies from leading employers; model procurement frameworks; access to specialist legal and HR advice.
INFLUENCE We provide a forum for leading employers to publicly back the Living Wage. We work with the Principal Partners who bring financial and strategic support to the work.
Living Wage Brand Book
LIVING WAGE EMPLOYERS A Living Wage Employer ensures that all employees are paid at least the Living Wage. This includes individuals who work on a regular basis at your premises for a subcontractor, such as cleaners or security staff. Live Wage employers report improved morale, lower turn over of staff, reduced absenteeism, increased productivity and improved customer ser vice Between them, the employers in London who commit to paying a Living Wage have lifted more than 10,000 families out of working poverty. Over 140 employers from ever y sector are now paying a living wage. The Living Wage Employer mark recognises and celebrates this leadership. The accreditation process is simple and is open to employers already paying the living wage, or those commited to an agreed timetable implementation.
Accredited Living Wage Employers are recognised at the annual Living Wage Awards, hosted in 2010 by KPMG and the Mayor of London.
What is the Living Wage?
Living Wage Brand Book
THE DESIGN
Living Wage Brand Book
LOGO DESIGN The logo is the symbol of Living Wage that will be used by employers and seen by potential employees. The Living Wage logo is simply a logo type as we dont want to take anything away from the name of the foundation. The choice of typography is thick, bold and straight edge. This is because we want this matter and foundation to be taken ver y seriously. It is also ver y striking.
LOGO SIZE The Living Wage logo has been designed to be reproduced at a minimum height of 12mm. The is no limit to the maximum size.
G N I V I L LIVING
WAGE
The Design
12mm
E G WA
Living Wage Brand Book
CLEAR SPACE The diagram below shows the amount of clear space that should be left around the logo. This method would simply be flipped if positioning in and other corner of a page.
Living Wage Brand Book
VERSIONS OF THE LOGO LIVING
WAGE
Wa g e L iv in g
DEMAND
Standa
LIVING rd
THE
LIVING
E G A W
iv in g d the L n a m e D
WE SUPP
Wa g e
ORT THE
LIVING
E G A W
in g t h e L iv t r o p p We S u Wa g e
The Design
WAGE F O U N D AT
Wa g e L iv in g
ION
Found
W E P AY T
a t io n
HE
G N I V I L
E G A W
in g t h e L iv y a P We
SUPPORT
Wa g e
THE
LIVING
WAGE F O U N D AT
ION
Wa g e L iv in g e h t t r S u p p o u n d a t io n Fo
Living Wage Brand Book
COLOUR VARIENTS The only colours used throughout the Living Wage branding are Blue, Cream, Black and white. Blue is the dominant colour and the colour that should be used when possible. The colours Cream, Black and White may be used where necessar y.
# 32c4f3
R50 G196 B243
C63 M1 Y0 K0
# fbf0dc
R251 G240 B220
C1 M4 Y13 K0
# 000000
R0 G0 B0
# FFFFFF
R255 G255 B255
C75 M68 Y67 K90
C0 M0 Y0 K0
Living Wage Brand Book
TYPOGRAPHY Living Wage uses the League Gothic typeface for all it’s brand identity. This includes headings and sub-headings. All running text that accompanies the headings should be written in Helvetica Neue Light, with quotes or links written in Helvetica Neue Light Italic.
League Gothic “THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG” “the quick brown fox jumps over the lazy dog” Helvetica Neue Light “THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG” “the quick brown fox jumps over the lazy dog” Helvetica Neue Light Italic “THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG” “the quick brown fox jumps over the lazy dog”
When type is used it should never appear below 6pt, but there is no maximum limit. Headlines should always appear in League Gothic and always in uppercase.The tracking should be set no lower than 25pt or any higher than 50pt. Leading for headlines should be worked out using the following: font size - 1 = leading Body copy should always appear in Helvetica Neue Light or Helvetica Neue Light Italic. Tracking for body text should be set to 85pt and leading should be worked out using the following: font size + 4 = leading
The Design
Living Wage Brand Book
LIVING
WAGE
LIVING WAGE FOUNDATION Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed euismod enim eget purus mattis auctor. Praesent id lacus nec neque placerat bibendum. Praesent consequat accumsan felis at volutpat. Nulla in nunc augue. Nullam at justo nec lorem sagittis adipiscing eu non mauris. Nunc tempus odio vel odio ultrices semper. Mauris aliquet viverra neque nec porta. Nunc eu enim sit amet velit suscipit viverra. Donec pharetra tincidunt nisl viverra fermentum. Maecenas or nare eros quis libero sodales fermentum. In ac nisl vulputate erat volutpat lobortis vitae non lacus. Curabitur convallis bibendum risus accumsan ullamcorper. Mauris mollis varius libero, a malesuada erat lacinia non. Donec sem leo, sodales vitae or nare in, aliquet vel diam. Donec sit amet orci vitae enim auctor consequat. Sed mauris odio, accumsan eu varius pellentesque, imperdiet at libero. Sed pulvinar ultricies elit, vel rhoncus mauris laoreet eu. Vivamus ac mi sit amet elit egestas vestibulum nec id dui. Cras consectetur nunc ac mauris semper ultricies. Aliquam aliquet gravida mauris quis condimentum. Donec euismod risus non orci iaculis imperdiet. Nulla semper tincidunt vestibulum. Nullam nisl lacus, placerat ut suscipit vitae, commodo id sem. Quisque eu magna ac arcu rutrum ultricies. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nunc
et libero augue, vel rhoncus eros. Aliquam lobortis convallis erat, nec tempor turpis scelerisque sed. Ut sollicitudin consequat dignissim. Proin erat diam, tempor euismod facilisis adipiscing, aliquam quis lectus.
“8 0% OF EMPLOYERS BELIEVE T HAT T HE LI VI NG WAGE HAD ENHANCED T HE QUALIT Y OF T HE WORK OF T HEI R STAFF� Pellentesque in lorem nulla. Pellentesque vitae dolor libero, et gravida ligula. Cras vel tortor ante, eu elementum nisl. Cras in erat eros, et luctus leo. Phasellus eget lectus lacus, sed dapibus massa. Nullam placerat, sem in viverra iaculis, lectus mi viverra ipsum, tincidunt tempus tortor nulla eu velit. Etiam sollicitudin rutrum purus in aliquam. Vivamus aliquam, mauris tempor gravida lobortis, dui velit mollis risus, cursus interdum nibh turpis vitae augue. Vestibulum mollis vehicula massa, vel commodo odio tempor id. Donec ac erat ligula, vel facilisis turpis. Ut non dictum arcu. Nam quis tellus ac nisl facilisis faucibus ut non purus. Donec bibendum eleifend lacus eu egestas. Phasellus et nisi leo, et tincidunt augue. Praesent et orci in ligula accumsan sagittis non at diam. Praesent posuere vehicula nunc, consectetur euismod nibh commodo accumsan. Aenean lacinia feugiat porta. Integer
WE HOPE YOU CHOOSE TO SUPPORT THE LIVING WAGE
Living Wage Brand Book
CASE STUDY The Living Wage case study is a document that will be sent to potential Living Wage supporters. The aim of the document is to make the employers see the beneficial elements of introducing the Living Wage with the hope of them signing up to become a Living Wage employer. The document is a small A5 booklet that can easily be distributed around companies and is less likely to be thrown to the side like a simple A4 sheet of paper.
The Design
Living Wage Brand Book
Living Wage Brand Book
Living Wage Brand Book
HOW WE SPREAD THE WORD
Living Wage Brand Book
PRINT CAMPAIGN One way we spread the word of Living Wage will be through printed design. A selection of A5 postcards explaining in short what Living Wage is or how people / employers will benefit. The designs will be kept clean and simple and sticking to the Living Wage colour scheme. The front of the card will change from being for an employer to an employee. One saying “Support Living Wage” and the other “Demand the Living Wage”. The quote on the back will change with various information about how people will benefit from the Living Wage. At the bottom of the postcard will be a port of call telling the reader where to go to find out more or sign up to the Living Wage.
How We Spread The Word
Living Wage Brand Book
Living Wage Brand Book
POSTER CAMPAIGN Another way we spread the word is by getting workers, employers and supports of the Living Wage to help out. We have a double sided A3 poster for both employers and workers that can be cut out and put in shop windows, house windows. Anywhere that will be seen by others.
How We Spread The Word
Living Wage Brand Book
Living Wage Brand Book
Living Wage Brand Book
LIVING WAGE EMPLOYER MARK The Living Wage employer mark is really what it says on the tin. This mark will then be placed in the employers shop window so that when potential employees come to apply for a job they will be able to see that the company is a supporter of and pays the Living Wage.
Living Wage Brand Book
LIVING WAGE WEBSITE The internet is a key part of how we spread the word of the Living Wage. The internet has revolutionised the way in which information be found and now we find that most people have access to a computer and the internet. Therefore this would be our biggest audience and and the platform to get our information out to millions of people. People can now also access the internet on things such as mobile phones and tablet devices. Information on the website should be kept simple and straight to the point. The design of the website should not take to much away from the information but should keep the viewers interested.
How We Spread The Word
Living Wage Brand Book
Living Wage Brand Book
How We Spread The Word
Living Wage Brand Book
NOW YOU HAVE ALL YOU NEED TO MAKE A DIFFERENCE, GO AND SPREAD THE WORD!
Living Wage Brand Book