INS redesigns Oxfam identity

Interbrand Newell and Sorrell is redesigning Oxfam’s identity, to creative a consistent visual approach across all 11 operating countries.

INS pitched against two unnamed groups. In terms of fees, each consultancy “gave us a very good deal and was sensitive to our position as a charity”, according to an Oxfam spokeswoman.

News of the non-governmental organisation’s plans for an identity review was revealed earlier this year (DW 8 May).

It is too early to say what approach the redesign will take, says the spokeswoman. INS creative director Chris Lightfoot was unavailable for comment.

The new marque should be agreed by next spring. At the moment each operating country uses its own visual identity.

Oxfam shops currently use an older version of the existing identity. The current marque appears on all publications, public communications and buildings.

For the financial year 1996-97, Oxfam posted an income of 91m. It employs 1340 staff on UK contracts and 1230 staff on local contracts. Oxfam is a member of Oxfam International.