Living Wage Foundation
-
Upload
april-chmurzynski -
Category
Documents
-
view
219 -
download
0
description
Transcript of 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!@#$%^&*()-_~`.<>;:’”/?[]\|{}
Museo 500ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()-_~`.<>;:’”/?[]\|{}
Museo 700ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()-_~`.<>;:’”/?[]\|{}
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
Home About Our Work Employers Blog Contact
Living Wage Foundation Citizens UK Head O�ce 112 Cavell Street, London, E1 2JA 020 7043 9881 Charity No. 1107264
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
Home About Our Work Employers Blog Contact
Living Wage Foundation Citizens UK Head O�ce 112 Cavell Street, London, E1 2JA 020 7043 9881 Charity No. 1107264
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.”
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 bought me
more time with my
family”
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/
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