Employer guide to the refreshed Living Wage brand
On this page, our accredited employers can understand what the changes to our brand mean for your organisation. We hope this answers many of your frequently asked questions, but if not please don’t hesitate to get in touch.
What is the meaning behind our new brand and messaging?
Why have you decided to change your brand?
The Living Wage movement has grown rapidly, with nearly 16,000 accredited employers, nearly half a million pay rises, and £3.6bn in extra wages for low-paid workers. Beyond this, our Living Living Hours and Living Pension accreditations continue to grow, supporting employers to further demonstrate leadership in driving up standards of good work.
With this growth and growing public recognition , it was time for our brand to reflect our renewed mission: to ensure a decent standard of living for everyone, now and in their future. The refreshed brand better represents who we are today and where our movement is going.
Why is our new tagline “work that works for everyone”? What does this mean?
The tagline “work that works for everyone” reflects the Living Wage Foundation’s expanded mission beyond just the Living Wage to also include Living Hours and Living Pension accreditations. It aims to represent a holistic approach to decent work — one that includes fair pay, secure hours, and long-term financial stability.
What are the key design elements of the new brand, and why were they important?
The refreshed logos and design elements build on the success and recognition of the existing Living Wage brand to date, but with a focus to improve accessibility, make our brand digital-friendly, and future-proof our organisation. We’ve updated colours and fonts for clarity and inclusivity, while retaining the core look to preserve brand recognition across the movement. This ensures consistency while allowing us to evolve and grow.
Our refreshed brand:
- 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.
- Improves accessibility. Our new fonts and colours meet accessibility guidelines, removing barriers to accessing and engaging with our work and materials.
- Supports 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.
Has what the Living Wage Foundation does changed?
Has what you do changed?
No. Our mission and values remain exactly the same. What has changed is how we talk about our work, and visually represent that mission to the world. We are still committed to championing the real Living Wage, Living Hours, and Living Pension, and working with employers to create good work that transforms lives.
How did we create our new brand and who was involved?
How have Living Wage Employers been involved in creating the new brand?
This brand refresh was shaped by insights from Living Wage accredited employers. Over the past year, we’ve consulted and listened to many people across the Living Wage movement about the strength and direction of our brand—thank you to everyone who shared their thoughts. Your insights helped ensure our refreshed identity stays rooted in the recognition we’ve built together.
Who else did you work with on this rebrand?
We spoke with hundreds of Living Wage Employers and people involved in the Living Wage campaign throughout our brand refresh process.
We also 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.
How can you use the new brand logos and materials?
Do we need to stop using the old logos immediately?
Not at all. We understand that updating printed materials and physical spaces takes time. You’re welcome to continue using the original logos for now—both versions are recognisable and valid of your accredited status. The updated logos are available for you to begin using on digital channels right away.
Where can I find the new logos and brand guidelines?
You can download your updated logos and access brand guidelines via your Living Wage Dashboard. We’ve also prepared social media packs to help you share your continued commitment to the Living Wage movement.
What about plaques and merchandise—do we need to replace them?
There’s no expectation to replace existing plaques or merchandise. New plaques and items will carry the refreshed brand, and if you’d like to update yours, you can do so through our shop.
Can the LWF logo be used on promotional items such as clothing, accessories, drinking bottles etc?
Yes, the logo can be used on merchandise, and there will be updated branded merchandise available for employers after the launch.
You can order new branded items (like plaques and merchandise) from the shop once the new brand launches. However, you are not expected to replace existing items immediately. Get in touch if you need help with this.
Can companies pursuing accreditation use the LWF logo to communicate their ambition or progress?
No, only accredited organisations are permitted to use the LWF logos.
The employer accreditation logos for Living Wage, Living Hours, and Living Pension can only be used by employers who have accredited. Companies in the process of accreditation should not use the logo until their status is confirmed.
How can you get additional help with the new brand?
What should I do if I need help with the new brand?
Your relationship manager is here to support you. Don’t hesitate to get in touch if you have questions or need guidance on how to apply the refreshed brand