Renewing an existing brand - Oxfam

Oxfam is an international confederation of 17 organisations, networked together in more than 90 countries as part of a global movement for change. It aims to build a future free from the injustice of poverty. Wolff Olins created a new brand identity for Oxfam in 2012.

Watch designer Marina Willer – who’s now a partner at Pentagram – explain how the design happened. How well do you think the identity expresses the two sides of ‘practical’ and ‘visionary’? And how far does it renew the brand, in the sense of helping us see Oxfam as much more than a traditional charity?