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Brand Manual 2011

FOUNDATION


The Logo The Living Wage logo should always appear as one of the following variations...

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FOUNDATION

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FOUNDATION

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The Logo Where necessary the Living Wage logo may also appear as one of the following horizontal variations

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FOUNDATION

FOUNDATION

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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

EMPLOYER

EMPLOYER

EMPLOYER

EMPLOYER

EMPLOYE


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 FOUNDATION

FOUNDATION FOUNDATION

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Typography Living Wage uses the typeface Museo for all brand identity. It is supplied in the following three weights:

Museo 300 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-_~`.<>;:’”/?[]\|{} Museo 500 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-_~`.<>;:’”/?[]\|{} Museo 700 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()-_~`.<>;:’”/?[]\|{}


Typography Living Wage also uses solid black handwriting samples as a secondary form of typography that is essential to the brandâ&#x20AC;&#x2122;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 handwriting 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.

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.

Generally, the position of the logo is determined by the type of media that is being displayed and how it will sit.

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FOUNDATION

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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.

Use these color specifications across all media so that colours remain consistent.

Magenta C 0 M 100 Y 0 K 0

FOUNDATION Orange C 0 M 47 Y 100 K 13

Cyan C 100 M 0 Y 0 K 0

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Website Homepage

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About

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Contact

FOUNDATION

-David Cameron

Living Wage Foundation

Citizens UK Head Office

112 Cavell Street, London, E1 2JA

020 7043 9881

Charity No. 1107264


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FOUNDATION What is the living wage? Good for Business.

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 the Individual. Good for Society.

Living Wage Foundation

Citizens UK Head Office

112 Cavell Street, London, E1 2JA

020 7043 9881

Charity No. 1107264


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FOUNDATION The living wage foundation does three things:

We offer accreditation to employers that pay the living wage, or those committed to an agreed timetable of implementation. The â&#x20AC;&#x2DC;Living Wage Employerâ&#x20AC;&#x2122; mark is a recognised sign of good practice in employment.

Accreditation: Intelligence: Influence:

Living Wage Foundation

Citizens UK Head Office

112 Cavell Street, London, E1 2JA

020 7043 9881

Charity No. 1107264

Contact


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 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.

value me

“They 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/

value me

“They 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/


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.

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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.

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tortor suscipit auc- If you would like to tor. Donec porta become a augue nec nunc tinci Living Wage Employunt nec cursus erat er please contact us viverra. Pellentesque using and we will be hendrerit volutpat tell in touch. Join hundreds of employers already benefiting from the Living Wage campaign.

http://www.livingwage.org.uk/sign-up


Living Wage Foundation  

Brand guidelines