The Oxfam logo incorporates the letter O and X to form OX for Oxfam. It looks like a knot symbolizing unity and connection. The green color represents eco-friendly solutions. Oxfam promotes through TV, internet, radio, mail and celebrities. The message of empowering people through fair trade and access to markets is consistent. Main competitors are Comic Relief and Christian Aid. The logo design is consistent with a bold thick font and ribbon symbolizing awareness. The typeface Cooper Black was an appropriate bold serif choice.

1. OXFAM
Oxford Committee for Famine Relief
Firstimpressions: Whatdoyoulike/ dislikeaboutthelogoandcorporateidentitypackage?
Explainyourreasons.
 It’s simple and incorporates the letter O and the Letter X to make
the word OX for Oxfam.
 It looks like a knot.
 It has a ribbon to promote the humanitarian aspect of the
organization.
 Symbolises a person with their arms coming together.
 Unity
Communicationand  The colour green may represent eco-friendly solutions to the
developmentofthe world.
brand
Howisitpromotedoradvertised?
 Trade has tremendous potential to reduce global poverty.
 Fairtrade Policy
 Lobbied the World Trade Organization to exempt developing countries
from cutting their import tariffs on agricultural products that are
essential for rural people’s livelihoods.
 Word of mouth, TV, Internet, Radio, Mail and by Celebrities.
Whatisthemessage? Isit consistent?Oristhereconflictingimpressionsandinformation?Or did
youmissthemessageentirely?
 Yes, Very consistent and effective worldwide. People Power!
Competition
Comparethiscompanywithitscompetitors.Doesanythingstandout?
 Yes, Comic Relief and Christian Aid.
 More information: http://www.markedbyteachers.com/university-
degree/business-and-administrative-studies/how-oxfam-and-its-
competitors-comic-relief-and-christian-aid-are-using-new-media-as-
part-of-their-marketing-strategies.html

2. Designoflogoand Isthedesignconsistentthroughout?E.g.Sizeandproportionsof logo,address
corporateidentity detailsetc.
Isthedesigncolourfulandvibrant?Ordullandboring?
Arethereanystrongpersonalitiesassociatedwiththelogodesign?Doesit
work?E.g.Theownerisa greatcarlover,sohis logosymbolisan imageof acar
butthebusinessisreallya computerrepairshop.
 There is a sense of boldness and firmness with the strong thickness of
the text and line width of the logo.
 Yes a ribbon which is seen asawareness.
 To me it looks like a knot, which I feel in this case means "connection"
or "contact". It also symbolises a person's head and trunk, like when
we take a photograph of someone, and therefore would possibly
mean "people" or "person".
Oxfam's intention is to give people who have little or no chance to
better their life in present circumstances a chance by involving them
into a way of bettering their life by learning ways in which they can
survive and improve their lives themselves, rather than depend on
others for the rest of their lives.
http://uk.answers.yahoo.com/question/index?qid=20090101081958AAMIBgd

3. AppropriateType
Hastherighttypefacebeenchosen?
choice  Yes Cooper Black whichis a heavily weighted, old style
serif typeface designed by Oswald Bruce Cooper in 1921 and released
by the Barnhart Brothers & Spindler type foundry in 1922. The typeface
is drawn as an extra bold weight of Cooper Old Style. Though not
based on a single historic model, Cooper Black exhibits influences of
Art Nouveau, Art Deco, and the Machine Age. Cooper Black was a
predominant lettering style popularized by Oswald Bruce Cooper in
Chicago and the Midwest of America in the 1920s, given typographic
form. An earlier weight of Cooper's type designs, Cooper Old Style
(later just "Cooper") was released first, though Cooper Black was what
BB&S foundry was after. Cooper Black was advertised as being "for far-
sighted printers with near-sighted customers", as well as "the Black
Menace" by detractors.
http://en.wikipedia.org/wiki/Cooper_Black
Arethereanyotheritemsnotmentionedherethatyouwouldliketoinclude?
Anythingelse? E.g.Carsignage,carkey-ringsetc.
Remembera business’scorporate identitycanbeappliedtoallmannerof
Merchandise.
 Oxfam items include donated items - books, clothes, cds, DVDs, videos,
soft goods like towels & pillowcases, Christmas cards, plus bric-a-brac.
SOME shops also sell Fair Trade manufactured items - chocolate, dried
fruit, tea bags, toys.
 E-cards
 Oxfam Unwrapped is an on-line alternative giving program that
offers a selection of life-changing gifts. No matter the occasion -
whether a birthday, an anniversary, a retirement or a wedding - we
have gifts that allow you to give something special to someone who
has everything. While at the same time giving something meaningful to
someone who needs it.
 http://www.oxfamunwrapped.ca/what-unwrapped
 http://trailwalker.oxfam.org.au/
 https://www.oxfam.org.au/