Friday, 30 January 2015
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Wolff Olins rebrands Oxfam

Wolff Olins has created a new global identity for Oxfam, which will provide unified branding for the charity worldwide.


Oxfam was founded 70 years ago and operates as an international confederation of 15 organisations working across 90 countries.

Prior to the rebrand, each confederation, for example Oxfam GB, had its own identity. This new global identity will unite all the Oxfam organisations under one brand.

The consultancy was appointed to the project in July 2010 and worked alongside qualitative research company Flamingo to create new brand guidelines.

The new identity features a new colour palette and logo font, and the Oxfam workdmark has been capitalised.

Wolff Olins has also created a new tone-of-voice and colour and font palettes for Oxfam’s campaigns.

This new identity and tone-of-voice is built around the ‘practical visionary’ proposition, which Oxfam says, ‘means [we have] the vision to create major change, backed up with practical, effective solutions.

Campaign poster

Campaign poster

Oxfam says, ‘A poster in a shop window in Manchester will have the same identity as a leaflet produced in Oxfam Mexico.’

The aim of the rebrand was both to increase recognition of the charity and make cost savings through increase collaboration and sharing of materials.

Oxfam says the project has cost around £550 000, the cost of which is being split among Oxfam’s 15 affiliate country members.

Oxfam GB will pick up the greatest share of this cost, but, the charity says, ‘due to the benefits that Oxfam GB stands to gain through having a more unified and consistent brand then we think this is a worthwhile investment.’

Oxfam GB says the full cost will be less than 0.002 per cent of its annual turnover.

Readers' comments (12)

  • £550 000????

    They have basically robbed a charity.
    This could have been done by a smaller agency for much less.

    Whoever took this decision should loose their job!

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  • It's basically the webcam icon.

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  • how many times do we need to see anger at the price tag of rebranding.
    it's not just a logo they getting, its much more look at the website for startes before commenting .
    And what about beyond that; print, marketing, guilds for fundraisers etc. in a world-wide context.
    so before your jaw drops at the cost, think about the result.

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  • I don't think capital letters work for a charity company to be honest.
    For me this is not a rebranding, it's just an updating?

    I don't really like this change....

    have a great day!

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  • We all have to look beyond the fact that Oxfam is a charity. It is effectively run as a global business and therefore any rebranding or design it needs should be created by a world class agency - I think most would agree that Wolff Olins fits that bill. If the new approach, new campaigns and new vision makes you or I give more, then their job is done. Let's make judgement when we know the success (or failure) this new change brings and not concern ourselves with uppercase v lowercase typography.

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  • I have to agree with some comments here....let's not be fast with judgments at early stages rather we should hope that this re-brand/visual up-date will work for Oxfam and it will bring unity and simplicity to the promotional material and publicity which will save a cost as a result...good luck!

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  • What no Lisa Simpson???

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  • So all they really did is change the type to uppercase for £500,000? great work - just like the Olympics logo...

    No to mention the type doesn't even compliment the symbol aspect and as a whole logo looks disjointed. I wouldn't mind seeing how much research and general design strategy goes into the work Wolff Olins produce.

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  • Hasn't the shop frontage been changed in the last couple of years? I find it strange that they have to pay for new shop fits now because of the 'update of the logo'. If it was me I would keep their existing logo but refresh their identity within their print literature and online. this would save Oxfam a lot of money. By darkening the colour and changing letter casing is not enough for the overall cost of the upheaval of changing everything.

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  • I'd really like to see the global change. I get the feeling that perhaps to bring everything into line they may have made a compromise to keep all strands recognisable.

    I think the previouse GB design had more humanity, but perhaps other countries needed something with less of that rough edge. If the design is the best solution for Oxfam globally then it's worth the money, but I don't think it's an improvement on the previouse design in GB.

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