Oxfam International plans single brand to unite affiliates

Charity says changes will help it 'communicate better on a global stage'

Oxfam International has revealed plans to unite its affiliate offices in 14 countries under a single brand.

Oxfam International is a global confederation of 14 independent affiliate organisations from 14 countries, including Oxfam GB.

Oxfam GB rebranded only two years ago. A spokeswoman said the latest development would not affect the Oxfam GB brand or its "Be Humankind" message "in the short term".

She said: "As part of a relatively young confederation established in 1995, each affiliate has developed its own identity according to the different context in which it works.

"But now that we're growing closer as an organisation, we're ready to gradually bring together the Oxfam affiliate brands to help us communicate better on a global stage and make our messages more consistent in the 100-plus countries in which the affiliates work."

She said it wasn't a rebranding exercise but "a project to strengthen the existing Oxfam brand globally".

She added: "The project will result in global shared resources and significant cost savings and efficiencies – and a bigger, stronger, more effective brand."

Oxfam International will hear pitches from external branding agencies interested in working on the project. It expects to select an agency by the end of this month.

Oxfam International's affiliates are located in Australia, Belgium, Canada, France, Germany, Great Britain, Hong Kong, Spain, Ireland, Italy (the Rome office is currently in the process of becoming an affiliate), Mexico, New Zealand, the Netherlands and the US.



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