Equality Act Creative Identity Design

Delivering a powerful identity for the Equality Act 2010 (EA10) to celebrate its 10th anniversary

The campaign required an identity – starting with a logo – that can be used in multiple communications contexts by a wide range of stakeholders marking the anniversaries.

Planning

Design

Creative

Branding

A ‘hero’ or ‘umbrella’ brand that coalesces around the central theme of equality and unifies the protected characteristics. The identity needed to be attention-grabbing and positive – demonstrating and celebrating the progress made today; without ignoring the steps yet to be made.

It should raise and grow public awareness support for the vital equality laws through a communications campaign on Social Media.

The Equality Act 2010 (EA10) legally protects people from discrimination in the workplace and wider society based on any of the nine protected characteristics identified by UK law:

Age
Disability
Gender reassignment
Race
Religion or belief
Sex
Sexual orientation
Marriage and civil partnership
Pregnancy and maternity

The tenth anniversary of the Act is a key opportunity to engage and inform public audiences on all that the UK has achieved on equality so far and to celebrate the continued progress.

Our logo represented insight, compassion and action whilst incorporating guidance, reassurance and support.

A logo of hands coming together values the importance of human touch and supports the slogan: ‘Taking steps towards equality.’

We demonstrated that the Equality Act 2010 is hands-on, proactive and working to keep the positive changes for a better world.

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Delivering a powerful identity for the Equality Act 2010 (EA10) to celebrate its 10th anniversary

A ‘hero’ or ‘umbrella’ brand that coalesces around the central theme of equality and unifies the protected characteristics. The identity needed to be attention-grabbing and positive – demonstrating and celebrating the progress made today; without ignoring the steps yet to be made.

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Seventh Element 145 City Road London EC1V 1AW

Delivering a powerful identity for the Equality Act 2010 (EA10) to celebrate its 10th anniversary

A ‘hero’ or ‘umbrella’ brand that coalesces around the central theme of equality and unifies the protected characteristics. The identity needed to be attention-grabbing and positive – demonstrating and celebrating the progress made today; without ignoring the steps yet to be made.

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