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Gender Equality Index UK

Gender Equality Index UK

Visual identity for the UK's first tool for measuring, mapping and monitoring gender inequalities.

The first of its kind in the UK, the Gender Equality Index is an innovative tool for measuring, mapping and monitoring gender inequalities, and the first to look at the data at local authority level, rather than at a national level.

Pentagram was asked to create an identity for GEIUK that would inspire change and communicate with policy-makers, organisations, activists and equality advocates alike.

The bigger gesture of the brand is to celebrate the power and beauty of diversity. It has a patchwork feel that brings together different tonalities and voices within the logo

Motion is a core part of the new brand, connecting it more clearly to the world of infographics as a powerful language and reflecting the core purpose of the visual system: to reveal information and create a clearly structured system of information.

The identity supports the Index's ambition to inform policy, empower advocacy and stimulate meaningful public debate, ensuring the findings can be understood and used by audiences well beyond academia.

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About the project

Although significant advancements have been made in recent decades, gender inequality continues to persist across the UK, influencing the experiences of both women and men. Research also indicates that socio-economic outcomes differ depending on local regions. So far, there has been no single, comprehensive measure capturing gender inequality at a local level across all four UK nations.

The Gender Equality Index UK (GEIUK) is an initiative developed by the King's Global Institute for Women's Leadership (GIWL) at King's College London, an institution widely recognised for its academic excellence and leadership in gender equality research. As the first project of its kind in the UK, the Index introduces an innovative method for assessing, mapping, and tracking gender disparities. Notably, it examines data at the level of local authorities rather than limiting analysis to national averages.

Drawing on the UK’s extensive data resources, GEIUK integrates multiple existing datasets to evaluate outcomes. The resulting insights are intended to support advocacy, inform research, and guide policy interventions aimed at advancing equality. It offers a detailed analysis of gender disparities across England, Scotland, Northern Ireland, and Wales, highlighting differences both between genders and within them.

Pentagram was commissioned to design an identity for GEIUK that would encourage action and effectively engage policy-makers, organisations, activists, and advocates for equality. The visual language needed to convey confidence, optimism, and a forward-thinking perspective, while extending beyond academic audiences to challenge established norms.

At the heart of the brand is a celebration of diversity’s strength and richness. The identity adopts a patchwork-like aesthetic, bringing together varied tones and voices within the logo. Movement plays a key role in how the system functions, linking it closely to the visual language of infographics. This dynamic quality also reflects the system’s core purpose: to present information clearly and structure it in an accessible way.

Colour is a defining element of the identity. Inspired by the visual language of indexing and classification, the GEIUK logo is composed of vertical colour blocks that form an organised information system. From this foundation, a distinctive, data-led visual approach was developed, aligning with GIWL’s mission to monitor gender inequality at a detailed, local authority scale.

Representing these issues visually is an essential step toward broader social change. The brand’s visual language and accompanying digital tools evolve naturally from the logo system and its animated qualities. The chosen colour palette helps humanise the data, making it more approachable and easier for audiences to interpret.

The identity uses DM Mono, a monospace typeface available in three weights. With its roots in the world of data and infographics, the typeface conveys precision and reliability while maintaining a sense of clarity and approachability.

A gender-neutral visual approach was crucial to the identity, ensuring the index presents data objectively rather than suggesting opposition between groups. While much of the data highlights inequalities affecting women, it also identifies disparities impacting men in certain areas. The design therefore focuses on representing information rather than reinforcing gender divisions. The dataset itself is limited to male and female categories, as current national census data only collects information on these groups, with no available data for other gender identities.

Pentagram’s design translates complex academic research into a clear, engaging, and accessible identity for public audiences. This adaptable, data-driven system allows the Gender Equality Index to communicate intricate information with clarity and authority. Supporting the Index’s goals of informing policy, empowering advocacy, and encouraging meaningful public discussion, the identity ensures its findings reach far beyond academic circles. In doing so, it positions GEIUK as both a powerful analytical resource and a driver of awareness, accountability, and lasting social progress.

Client

King's Global Institute for Women's Leadership

Sector

Non-profits

Discipline

Brand Identity
Data Driven Experiences

Office

London

Partner

Marina Willer

Publications

Ahmedabad

Connect

Gender Equality Index UK

Jane Austen's House: 250th Anniversary

Location

Phone

Email