Brand Book · v1.0

EuroSalary.eu
Brand System

The European salary index. Visual identity, tone of voice, and applied design system for every touchpoint — from favicon to merchandising.

Issued · 2026 Version 1.0 Confidential

01 · Brand Essence

A trustworthy source for European salary data.

EuroSalary.eu turns opaque European pay markets into clear, comparable, actionable salary intelligence — for workers, employers, and policy makers.

Our visual language sits at the intersection of European institutional authority and modern fintech clarity. Serious enough to be trusted with compensation decisions. Clean enough to feel useful, not bureaucratic.

01

Transparent

We show the methodology, the sample size, the date. No pay data without provenance.

02

Comparable

Apples to apples across 27 countries, 20+ sectors, any seniority — same framework everywhere.

03

Actionable

A salary index is only useful if it moves a decision. Negotiate, hire, relocate.

03 · Clear Space & Scale

Always give it room to breathe.

Minimum clear space around the logo equals the height of a single hexagon (X). Nothing — text, icons, edges — should enter this zone.

X X X X

Minimum sizes

Favicon
16×16 px min
App icon
64×64 px min
Wordmark
160 px wide min
Wordmark print
30 mm wide min

04 · Misuse

Six rules, no exceptions.

These six misuses damage the brand's clarity or authority. If in doubt, use the official SVG files unchanged.

Do: use the official SVG
Don't: stretch or distort
Don't: rotate or tilt
Don't: use off-brand colors
Don't: place on busy backgrounds
Don't: add effects, shadows, outlines
Do: use dark variant on dark backgrounds
Don't: use light variant on dark
Do: use mono on solid brand yellow

05 · Color System

European by birth, modern by design.

Our palette descends directly from the EU flag — blue and yellow — modernized with a deeper navy for typography and ample neutral space for calm data presentation.

EU Blue
Hex#003399
Gradient to#0066CC
RGB0, 51, 153
CMYK100, 80, 0, 20
PantoneReflex Blue C
UsePrimary brand color
EU Yellow
Hex#FFCC00
RGB255, 204, 0
CMYK0, 20, 100, 0
PantoneYellow C
UseAccent, CTAs, highlights
ContrastOnly on navy/blue
Navy Ink
Hex#0A1F44
RGB10, 31, 68
CMYK85, 54, 0, 73
UseBody text, headings
ContrastAAA on white
PairYellow, white
Cloud Gray
Hex#F5F7FA
RGB245, 247, 250
CMYK2, 1, 0, 2
UseSurfaces, sections
PairNavy, blue
ContrastLow — background only

06 · Typography

Inter for everything. JetBrains Mono for data.

Inter (Google Fonts, open source) covers display through body. For tabular salary data, codes, APIs, and any monospace context we use JetBrains Mono.

Display · Inter 900clamp(48px, 7vw, 96px) · -3px tracking
The European Salary Index.
Heading · Inter 80040px · -1px tracking
Compare 27 countries in one click.
Body · Inter 50018px · 1.6 line-height
Our data covers 1.2M+ salary data points across 27 European countries, refreshed quarterly, with full methodology transparency. Every number is traceable to its source and its sample size.
Mono · JetBrains Mono 50018px · tabular data
€54,200 · P50 · Software Engineer · LU · 2026-Q1

07 · Iconography

Hexagons are the brand's atom.

The three-hexagon cluster is the brand's core shape. Any supporting graphic — data viz, stats, badges, bullets — should echo the hexagonal grid.

Single
Outline
Highlight
€
Euro
P50
Median
Trending

08 · Voice & Tone

Authoritative, never bureaucratic.

We sound like a trusted analyst at a central bank — not like a government circular, and not like a startup pitch. Clear, numeric, European.

We say

  • "Median software engineer salary in Luxembourg: €72,400 (Q1 2026, n=1,284)."
  • "Data from 27 EU member states."
  • "Negotiate with evidence."
  • "Methodology transparent — see our calculation."
  • "Across sectors, seniority and geography."

We don't say

  • "Amazing salary data you won't believe!"
  • "Pursuant to Directive 2019/1152/EU..."
  • "Unlock your earning potential today."
  • "Salary insights, game-changed."
  • "According to our sources..." (always cite, never hedge)

09 · Brand Communication

How EuroSalary speaks, where, and why.

Personality, archetype, taglines, microcopy patterns, and channel-specific voice. This is the operating manual for any human or AI writing on behalf of EuroSalary — from a tweet to a press release.

9.1 · Personality dial

Formal
Casual
Serious
Playful
Authoritative
Conversational
Numeric
Narrative
Pan-European
Anglo-American

We sit firmly on the authoritative, numeric, pan-European side — but with enough warmth to never feel like a government circular. Think of a senior analyst at the ECB explaining numbers to a journalist over coffee.

9.2 · Brand archetype

Primary archetype
The Sage

We exist to bring truth and clarity to a market full of confusion. We don't sell. We don't motivate. We inform. Like the BBC, Reuters, or the IMF — what matters is being right and being clear.

peer brands: Reuters · Eurostat · IMF · Bloomberg
Secondary archetype
The Citizen

We belong to all 27 EU countries equally. We respect every language, every market, every wage tradition. We are of the people, for the people — never preachy, never American.

peer brands: BBC · ARTE · Le Monde · Der Spiegel

9.3 · Tagline system

Primary tagline
Logo lockups · favicon · cover · about
The European Salary Index.
Long-form descriptor
Meta description · press · footer
Compare salaries across 27 European countries — transparently, quarterly, with full methodology.
Action line
CTAs · landing heroes · ads
Negotiate with evidence.
Authority line
Investor decks · partner pages
Pay data, done properly.
Citizen line
Newsletters · public statements
One framework. Twenty-seven countries. Zero spin.

9.4 · Canonical phrases

Reusable building blocks. When in doubt, copy these verbatim — never paraphrase.

Methodology
"All figures sourced from Eurostat, national statistical offices, and 1.2M+ verified job postings. Updated quarterly."
Currency disclaimer
"All amounts in EUR. National currencies converted at the European Central Bank reference rate of [date]."
Geographic scope
"Coverage includes all 27 EU member states plus Switzerland, the UK, and Norway."
Sample size note
"Median based on a sample of n=[X] job postings collected over the last [Y] months."
Refresh promise
"This page updates automatically every quarter. Last refreshed: [date]."
Privacy promise
"We never collect personal salary data. All figures are aggregated from public sources."

9.5 · Microcopy patterns

ContextWe sayNot
Email signup placeholderYour work emailEnter your email here please
Email signup CTAGet the indexSubscribe now!
404 pageThis page isn't in the index.Oops! Page not found 😢
Loading stateComputing the median…Loading… please wait
Empty state (no data)We don't have enough data points yet to publish this figure.No results found
Search placeholderCountry, sector, or job titleSearch...
Form errorThis field is requiredYou forgot something!
Success toastSaved.Awesome! Successfully saved! 🎉
Premium upsellUnlock the full distribution (P10–P90)Upgrade now to see more!
Cookie bannerWe use essential cookies only. No tracking, no ads.By continuing you accept our cookie policy

9.6 · Voice by channel

in
LinkedIn
Authoritative, data-led, 1 chart per post
"Median software engineer salary in Luxembourg: €72,400 (Q1 2026, n=1,284). That's 47% above the EU-27 median. Full breakdown by seniority: [link in first comment]"
tw
Twitter / X
One number per tweet. No threads unless asked.
"€72,400 — median software engineer salary in Luxembourg, Q1 2026. EU-27 median: €49,200. eurosalary.eu/salary/lu/software-engineer"
@
Newsletter
Weekly, 250 words max, one chart, one insight
"This week's index: junior developers in Berlin earn 23% more than in Paris — but cost of living gap is only 8%. Net winners: Berlin. Read the full 5-country comparison →"
PR
Press release
Inverted pyramid. Fact, then context, then quote.
"EuroSalary.eu, the European salary index, today released its Q1 2026 update covering 27 member states and 1.2M+ data points. Median IT salaries rose 4.1% year-over-year, led by Luxembourg (+6.2%) and Ireland (+5.8%)."
@!
Transactional email
Subject line ≤ 50 chars. No exclamation marks. Sign as Ivan, not as a team.
"Your Q1 2026 salary report is ready. — Ivan, EuroSalary.eu"
UX
In-product UI
Verbs over nouns. Active voice. Sentence case (not Title Case).
"Compare salaries" · "Download the report" · "Add to my tracker" · "See methodology"

9.7 · Naming & spelling

EuroSalary (one word, CamelCase) — never "Euro Salary", "Eurosalary", or "EUROSALARY".
EuroSalary.eu in writing — the .eu is part of the brand, not just a domain.
The European Salary Index — capital T, capital E, capital S, capital I.
EU-27 with hyphen — never "EU 27" or "EU27".
Q1 2026 — never "1Q26", "Q1/2026", "first quarter of 2026".
€72,400 — euro symbol before, comma as thousands separator (UK convention for the global English version).
Median, not "average". Use "P50" for technical contexts, "median" for everything else.

9.8 · Personality — yes / no

EuroSalary IS
  • Calm, confident, well-sourced
  • European in spirit and in metric system
  • Generous with methodology, never with hype
  • A friend who's read every report
  • Numeric where possible, plain where helpful
  • Politely skeptical of round numbers
  • Updated, dated, signed
EuroSalary IS NOT
  • A motivational coach
  • A LinkedIn influencer
  • A government bulletin
  • An American startup
  • A growth-hacker
  • A tabloid headline
  • An emoji factory

10 · Applied Design

From pixels to physical world.

How the identity travels across business cards, merchandise, stationery, social banners, and environmental surfaces. All constructed here with CSS and SVG from the brand primitives — physical mockups to follow.

01

Business cards — 85×55 mm

Ivan Pompas Halac
Founder · Data
[email protected]
+352 · eurosalary.eu
The European Salary Index
02

Social covers

03

Ceramic mugs — 330 ml

The European Salary Index
The European Salary Index
04

T-shirts — single color print, front chest

05

Notebooks — A5 hardcover

The European Salary Index
eurosalary.eu
06

Tote bag — natural canvas & navy

The European Salary Index
The European Salary Index
07

Laptop stickers & display lid

08

Stylo — bic branded

eurosalary.eu