Background

Equal Pay Day was initiative that began through the Belgian Union ‘ABVV’ to promote gender equality in the workplace, primarily through the endorsement of equal pay. Today governmental, corporation and local companies are held accountable by law for their actions with a transparency to payroll in the form of a payday report. It is thanks to this 2012 campaign that the new legislation was approved.


 
Vision

Let's stop talking, and take action! Action speaks louder than words. Our vision was to create something that would start the discussion about Equal Pay Day for men and women alike in Belgium.



Brand Solu
tion

We developed the logo, linking it to the ABVV Union mark. Our clear communication concept helped spark an interest in the cause thanks to our vivid logo. “Equal rights, equal pay for women” - that was the message that Belgian Union ABVV wanted to communicate and make clear once and for all. Through developing the campaign’s identity and strategy, we created a logo that became synonymous with this cause. The Black and reference to the black and red colours was used throughout the ABVV Union history. The graphic design behind the equal pay day icon was foreseen to be applied with great ease to all types of media and low on printing costs. Today the logo has achieved the goal and has become a recognizable throughout Belgium.

visit: Equal Pay Day

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