The current minimum wages in The Netherlands are too low for a lot of people to be able to pay their rent, taxes or even their groceries. The minimum wages also haven't gone up in many years, so the FNV started a campaign to get it up from €9,33 to €14.
The FNV asked us to come up with the visual identity for this campaign. We decided to go with an abstract 14 for the logo that could become a recognisable mark for this campaign and also easy to reproduce by anyone who wanted to campaign for the cause.
A short video showing the process of designing the logo
Some early tests with handwritten texts to see if the logo would still be recognisable if drawn by hand.
Typography was based on the FNV's heritage of 'loud' signs with big bold type and classic protest signs.
The brands colours are all based on money. The main yellow is just based on gold and cash. The secondary colour palette is based on the Euro banknotes. These colours where added specifically for graphs and data visualisations.
We even made €14 banknotes with bingo cards on the back for some of the FNV's planned activities to tell people why and how the minimum wages could and should go up.
Photo's of activists using the car and the flags we designed and other materials.
(Photo's are from the voor14 Facebook page. Copyright to who took the photo's)
