Marvin OnumonuThe Living Wage Foundation has refreshed its brand to support its aim of improving pay, hours and pensions for workers across the UK.
The refresh was developed in partnership with the Living Wage movement and had input from hundreds of employers, workers and campaigners.
The design aims to be more accessible and brings together the Living Wage, Living Hours and Living Pension brands to show how they fit together under one movement.
Additionally, the foundation worked with charity brand specialist Spencer Du Bois on the project.
Katherine Chapman, director at the Living Wage Foundation, said: “With more and more employers joining our movement to offer not just a real Living Wage, but also secure hours and a pension people can build a life on, we needed an updated brand that could tell a more connected story about what good work really means.
“Our mission is to tackle in work and pensioner poverty by driving up standards of good work so everyone has a decent standard of living now and in the future – and that means building work that works for everyone.
“Our refreshed brand helps us tell that story more clearly, connecting our growing accreditations under one trusted, recognisable identity.”
Chapman added: “It helps us celebrate good employers who raise the bar for good work, benefiting their staff, their business and the wider economy.”
Clare Duncan, senior marketing and communications manager, said: “The Living Wage Employer mark is one of the most visible and trusted commitments to decent pay in the UK.
“It’s used by nearly 16,000 accredited employers across everything from shopfronts and vans to websites and train doors.
“That’s why we’ve kept the heart of the brand intact, while updating the design to be more accessible, connected and fit for the future of our movement of leading employers.”
Duncan added: “We involved employers, workers and campaigners throughout the process to make sure the refreshed brand still feels like theirs.
“It’s clearer, more cohesive, and helps us show how the Living Wage, Living Hours and Living Pension all work together to raise standards for workers.”
