Oxfam unveils overhaul of global brand identity

Oxfam: new global digital platform
Oxfam: new global digital platform

Oxfam has unveiled a fresh global brand identity is reviewing its 'Be Humankind' strapline, as it looks to strengthen and unify the brand globally.

The charity has updated its logo, with a different font and shade of green. The country name from each branch of Oxfam has been dropped in some territories, such as in the case of Oxfam GB. A affiliate of countries, including Australia and America, will retain the previous identity, however.

The brand relaunch coincides with an overhaul of Oxfam’s digital platform, in an effort to enhance the user experience.

The latest identity has been rolled out across Oxfam’s website and ecommerce store. It will gradually be extended across all Oxfam collateral, including the charity’s UK high-street stores.

The digital work has been handled by Code Computer Love, as part of an 18-month project. This also includes a new content management system to create a ‘richer’ user experience across the charity’s various pages and sites.

In addition, the charity plans to roll out an events and communities platform in September, providing a space for supporters to interact as part of the update.

Sarah Jordan, head of digital communications at Oxfam, said that one of the challenges the brand has faced is the breadth of its online offering.

She added that the revamped platform was an ‘important milestone’ in the ‘digitising’ of the charity.

UPDATE: It was originally understood that Oxfam would be dropping its 'Be Humankind' strapline, which was introduced four years ago, but the company has said it is "reviewing" it.

An Oxfam spokeswoman said: "In the UK the global brand identity will work alongside Oxfam's strapline Be Humankind.  However we will be reviewing Be Humankind in the sense of checking it is still relevant and meaningful for UK audiences in the context of the global identity."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer