Pentagram was commissioned to create an identity for GEIUK, a tool for measuring, mapping, and monitoring gender inequality. While existing reports offer national overviews, the Gender Equality Index is unique in examining data at the local authority level. The brief called for an identity that could inspire change and speak equally to policymakers, organizations, activists, and equality advocates — ensuring the findings were accessible and actionable beyond academia. In response, the team developed a visual language that celebrates the diversity of its audiences and highlights the beauty in the science of organizing information. A patchwork aesthetic brings together different tonalities and voices, even within the logo itself.
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Motion plays a central role, linking the identity to the language of infographics and reinforcing the system’s core purpose: to reveal complex data through clear, structured communication.
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The resulting identity supports the Index’s ambition to inform policy, empower advocacy, and stimulate meaningful public debate, ensuring its insights are widely understood and usable.
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