Living Wage Foundation

Brand Manual 2011

FOUNDATION

The Logo

The Living Wage logo should always appear as one

of the following variations...

FOUNDATION FOUNDATION

FOUNDATION FOUNDATION

FOUNDATION

The Logo

Where necessary the Living Wage logo may also

appear as one of the following horizontal variations

FOUNDATION

FOUNDATION

FOUNDATION

FOUNDATION

FOUNDATION

The Logo as a Mark

This is the mark that can be used by employers to

express their uptake of the Living Wage campaign.

EMPLOYER

EMPLOYER

EMPLOYEREMPLOYER

EMPLOYER

EMPLOYER

EMPLOYER

EMPLOYEREMPLOYER

EMPLOYER

The Logo Isloation Area

The Living Wage logo should always be surrounded

by at least the amount of space depicted by the box

below. This amount of space is calculated by using

the height of the word “FOUNDATION” on all four

sides of any given logo. It is a minimum amount of

space and should be increased where ever possible.

FOUNDATION FOUNDATIONFOUNDATION

FOU

ND

AT

ION

FOUNDATION

FOU

ND

AT

ION

FOUNDATION

FOUNDATION

FOUNDATION

FOUNDATION

Typography

Living Wage uses the typeface Museo for all

brand identity. It is supplied in the following three

weights:

Museo 300ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()-_~`.<>;:’”/?[]\|{}



Typography

Living Wage also uses solid black handwriting

samples as a secondary form of typography that is

essential to the brand’s identity.

The use of handwriting personalizes the brand and

puts an emphasis on the individual which coincides

with the ultimate goal of the Living Wage.

Handwriting samples should be used for quotes in

case studies or on the website. The handwriting

samples have also been used in both variations of

the logos.

The following are a few examples:

When trying to produce new samples of handwrit-

ing to be reproduces in print or on the web it is

important

Typography

When trying to produce new samples of

handwriting to be reproduced in print or on the

web it is important to do the following:

-Use a high resolution scan of the writing

-Convert to a vector if necessary

(In Adobe Illustrator select the object and

use the Live Trace options. This

method works very well with bold lines.

Adding a 2 px gaussian blur helps provide for

smoother paths)

Lock-up

The preferred positioning of the Living Wage logo

is any of the four corners of a design layout. The

logo should be positioned at least the distance of

the Logo isolation area from the edge of the page.

This distance should be increased where ever

possible.

Generally, the position of the logo is determined by

the type of media that is being displayed and how it

will sit.

In the case of the suggested press ads on page 15 ,

it is important for the logo to appear in one of the

bottom corners so that it reads as the employee

signature.

FOUNDATION

FOUNDATION

FOUNDATION

Colour Palette

Living wage is not defined by one specific color,

there is a palette of three. Only use one of these

colours per communication. You can use the

selected color as a solid background, in typography

for headlines and subheadings, and as an accent

colour to highlight important information. Always

make sure that text is clearly legible.

Cyan

C 100 M 0 Y 0 K 0

Orange

C 0 M 47 Y 100 K 13

Magenta

C 0 M 100 Y 0 K 0

Use these color specifications across all media so

that colours remain consistent.

FOUNDATION

FOUNDATION

FOUNDATION

Website Homepage

FOUNDATION

Home About Our Work Employers Blog Contact

-David Cameron

Living Wage Foundation Citizens UK Head O�ce 112 Cavell Street, London, E1 2JA 020 7043 9881 Charity No. 1107264

Content Page #1

FOUNDATION



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.

Good for Society.

Good for the Individual.

Good for Business.

Content Page #2

FOUNDATION



The living wage foundation does three things:

We o�er 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.

Influence:

Intelligence:

Accreditation:

Imagery Suggestions

The images used should depict living wage

employees. Their facial expression should be happy,

confident, and have a general spirit of positivity.

Employees should always be displayed as

individuals, not in groups. This is to ensure a

notion of idenity and individuality.

Press Ad

“They value me because my

service is worth it.”

Good for business, good for the individual,

good for society. Visit our website to

become a living wage employer or to learn

more about employment opportunities.

http://www.livingwage.org.uk/

“They value me because my

service is worth it.”






“They bought me

more time with my

family”






The following ad’s are an example of how the

Living Wage campaign can be communicated.

Testimonials of Living Wage employees are used to

create a personable method of communication to

the targeted audience.

Environment Example

Interactive Flier

The following is an example of how an interactive

ad could be implemented in order to support the

Living Wage campaign. It would be a promotional

piece for the Living Wage Foundation that urges

the employer to fill in the words “Living Wage” with

his or her own handwriting and contact the Living

Wage campaign via web in order to sign up.

FOUNDATION

FOUNDATION

Show your support for the Living Wage campaign by filling in the words “Living Wage” in your own handwiriting on the front of this flier.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam vel libero ut

tortor suscipit auc-tor. Donec porta augue nec nunc tinci unt nec cursus erat viverra. Pellentesque hendrerit volutpat tell

Join hundreds of employers already benefiting from the Living Wage cam-paign.

If you would like to become a Living Wage Employ-er please contact us using and we will be in touch.

http://www.living-wage.org.uk/sign-up

Documents

Living Wage Foundation