With the increasing shift in the emphasis of their work from emergency field relief towards advocacy, Oxfam was in need of a new positioning and a unified visual identity for the 11 worldwide organizations that together constitute Oxfam International.
Working with Oxfam staff and volunteers from around the world we distilled Oxfam’s brand essence to, "enabling people to create a future that no longer needs Oxfam."
We also developed a new visual identity system. The symbol is based on the “o” and "x" in Oxfam, communicating the non-governmental organization’s humanitarian and partnership values.
The power of the new identity lies in its simplicity—it looks as visually distinctive on a sign outside one of the many Oxfam shops as it does on World Bank literature or daubed onto the side of a mud hut.
The results speak for themselves.