Oxfam Logo

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Oxfam: Brand overview

In 1942, a humanitarian initiative was launched in the academic town of Oxford, UK, by Cecil Jackson-Cole Canon, Theodore Richard Milford, and other compassionate individuals. The initiative, called the Oxford Famine Relief Committee, was prompted by the need to provide urgent relief to those suffering from starvation in Greece, occupied by the Axis powers during the Second World War.

As the tumultuous times of World War II subsided, Oxfam’s desire to alleviate human suffering did not falter. In the post-war period, the organization became involved in rebuilding devastated regions and countries under development. By the 1960s, Oxfam shifted to emergency relief, advocating for sustainable solutions to poverty and systemic injustice.

To streamline efforts around the world, Oxfam International was created in 1995. Its goal is to unite Oxfam’s expanding network of organizations scattered around the world. Today, this global network includes 21 independent Oxfam organizations.

Throughout its journey, Oxfam’s ambitions have remained wide and varied:

  • Providing immediate relief after natural disasters
  • Economic empowerment
  • Supporting gender equality
  • Expanding access to education and health care
  • Lobbying for fair trade rules.

The organization has been on the front lines during numerous global emergencies, from the famine in Ethiopia in the 1980s and the horrors of the Rwandan genocide in the 1990s to recent disasters such as the 2004 Asian tsunami and the displacement crisis in Syria.

Despite its laudable achievements, Oxfam has not been without its challenges. It has faced scrutiny, particularly allegations of inappropriate behavior by staff members during earthquake relief operations in Haiti.

Today, with more than 90 countries and more than 5,000 employees, Oxfam is a beacon in the fight against global poverty and systemic injustice.

Meaning and History

Oxfam Logo History

1990s – 1999

Oxfam Logo 1990s

1999 – 2013

Oxfam Logo 1999

2013 – today

Oxfam Logo

The British charity organization chose a green logo with white accents. In the center is a triple element of semicircles. They are perfectly balanced with each other and form a human-like figure. Small details surround the large circle, next to which is the name of the organization. It is also colored in olive green. The inscription is made of capital letters without serifs – smooth, geometrically clear, and even. The middle ledge of the letter “M” is cut and smoothed, which makes it shorter than usual and gives it an original look.

The green color and humanoid shape of the logo create a feeling of connection with nature and people at the same time. The unique letter “M” gives the logo a whimsical touch that is eye-catching but not too flashy. It’s as if the organization is saying that it’s here to do good, but also a little different.