Oxfam rebrands with INS identity

International charity Oxfam is undergoing a total rebranding with the launch of a new identity and the refurbishment of several of its shops.

The new identity has been created by Interbrand Newell and Sorrell. It will be used around the world, replacing the multitude of existing images used by different branches of the charity.

“Internationally there were 11 different logos, while within the UK, Oxfam was using several different typefaces,” explains a charity spokeswoman. “But the idea behind the newly developed logo was to simplify it and create one clear brand identity for the UK and worldwide.”

According to the spokeswoman, the new identity, which will be phased in over the coming months, has other benefits. “It is quite distinctive and easy to reproduce, which is important in emergency situations such as Kosovo,” she adds.

In addition to the new logo, Oxfam’s 850 UK shops will get a facelift over the next five years, with interiors created by Conran Design Group.

“Our shops have not been changed for ten years and some of them are in real need of a revamp in order to remain competitive,” says the spokeswoman.

The first shop to be refitted will be in Tonbridge, Kent, before it is rolled out to 60 other outlets. Within each of the shops there will be an emphasis on natural elements and recycled materials including wood and metal.

Oxfam head of appeals department Simon Collings says the changes are part of “a drive to raise more funds and create more clarity visually, and in what we are saying”.