We’re building work that works for everyone

We’re excited to share our refreshed brand, developed in partnership with the Living Wage movement.

Thanks to our network of employers and communities, the Living Wage movement stands as one of the UK's most successful campaigns for fairer, better work.  Our movement has grown from a group of citizens marching for fairer wages in East London in 2001 to a network of nearly 16,000 accredited employers. Collectively, we have secured nearly half a million pay rises, and have put over £3.6bn extra in the pockets of low- paid workers. 

Together, we are transforming millions of lives through decent pay and secure hours, changing the UK work landscape for the better.

With such rapid growth and an increased public profile, came the vital need to ensure the Living Wage Foundation brand keeps pace with our renewed purpose and mission to ensure a decent standard of living for everyone, now and in the future. 

A lot has changed since the Living Wage Foundation was established in 2011, so it was time to review the foundation’s brand. 

Millions of workers in the UK are still trapped in low-paid, insecure work and face poverty in retirement. But we know it doesn’t have to be this way. Our movement is doing things differently by setting the bar for what good work looks like. 

People like Sam who works at Living Wage and Living Hours Employer Thomas Kneale talk about the benefits they’ve had for them.

 “Having worked as a temp on a low paid, zero-hours contract earlier in my career, I know firsthand the challenges living on a low, non-guaranteed income can bring and the effect these challenges can have on a person’s health & wellbeing and general enjoyment of life. 

I rented and lived in some very unpleasant properties, I was unable to go on holidays, I rarely went out, I was constantly having to choose between one bill or another, I was always cancelling appointments as I couldn’t afford to get there and even putting off Drs appointments until payday as prescriptions were too expensive. Safe to say all of this had a really poor effect on my health and overall outlook on life.   

Now I'm paid a real Living Wage and have secure Living Hours, these problems no longer exist. I am excited about my future, I am now settled in a comfortable home, I have been on holiday a couple of times this year and if I want to go out from time to time I can. Now all my bills are all paid by direct debit, and I can live my life on my own terms without the stress and anxiety of living with no money.” 

But there are business benefits too. Dear Green, a coffee shop based in Glasgow, is an accredited Living Wage, Living Hours and Living Pension Employer. Hear Lisa and Kris, talk about the benefits this has had for their business below. 

“The reality is when you become an accredited employer, or bring in a Living Pension or Living Hours for your employees, it creates an environment where staff are motivated and want to do well in the company.” 

– Kris Sandlaw, Dear Green.

Same us, just more accessible and fit for the future.

We spoke with hundreds of Living Wage Employers and people involved in the Living Wage campaign throughout our brand refresh process. Together, we have updated the brand to ensure it builds on the success and recognition of the Living Wage movement to date, while also enabling us to reach more people who can help us change the world of work. 

Our refreshed brand has some added benefits: 

• It demonstrates our vision to create work that works for everyone. By connecting the well-known Living Wage campaign with our growing Living Hours and Living Pension accreditations, it helps us coherently show our vision of the future of work.
• It’s accessible. Our new fonts and colours meet accessibility guidelines, removing barriers to accessing and engaging with our work and materials. 
• It’s fit for the future direction of our movement. Our evolved brand will continue to allow employers to demonstrate their commitment to good work initiatives, and further grow the Living Wage movement.

Throughout the process, we worked with Spencer Du Bois, specialists in charity brand strategy, who helped us bring together the wants and needs of everyone involved in the Living Wage movement.

Katherine Chapman, Director of 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. 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 at the Living Wage Foundation, added: 

“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. 

 

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.” 

Are you an accredited employer who wants to know what this means for you? Read our FAQs to find out. 

The changes to our brand are being rolled out in coming months. In the meantime, if you have any questions, or need any further support, please do get in touch.