The day represents how far into the year the average woman must work to earn what the average man did the previous year, so Martin created an open-format typeface with each angle slanted at 22.7 degrees, and all spacing set to 22.7, to visualize the current 22.7% pay difference between men and women in our country.
Over time, as the pay gap closes (or sadly widens) the font will dynamically shift to reflect the change.
Martin listed the custom typeface and .gif on their site, and welcomes the public to download and use their assets to promote Equal Pay Day.
To download font, click here.
“We’re motivated to create positive change. [Chief Creative Officer] Karen Costello’s daughter is almost 13 and mine is 14-years old. At the current pace, my daughter won’t see pay equity until she’s about 115 years old. Karen’s daughter will be nearly 244 because she’s Hispanic. What can we do about it? Something. Our mantra is ‘actions over words,’” said Kristen Cavallo, CEO of The Martin Agency.
“In transparency, we did an analysis of our own staff salaries – and then engaged an outside firm to do it again. Where there were opportunities to make improvements, we did. It’s that important. It’s never too late to do the right thing.”
The agency screen-printed the font onto t-shirts and onesies for employees, and their daughters. The photo series can be found on their Instagram, @martinagency.