Minale Tattersfield & Partners has created the identity for a new Government initiative to develop working practices that equally benefit employers and employees.
The name of the scheme, Work-Life Balance, was designed to communicate how much more efficient businesses could be if they encouraged the integration of social arrangements in to working life, says a Minale Tattersfield spokeswoman.
“Few businesses are actually as efficient and profitable as they could be if they encouraged employees to integrate the many aspects of life, from families to travel and personal goals, more flexibly into their working time,” she says.
The consultancy’s brandmark guidelines incorporate a “lively” stick figure into the words work and life. “The figure appears to be balancing all aspects of life while retaining a spring in its step,” adds the spokeswoman.
A briefcase carried by the stick figure can be replaced with items such as a baby’s bottle, a mobile phone or a football at the feet, to suit different circumstances.
The Government initiative launches this week. The consultancy has also developed implementation guidelines for the identity.