Brand audit


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Branding audit of Oxfam

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Brand audit

  1. 1. OXFAM Oxford Committee for Famine ReliefFirstimpressions: 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.  UnityCommunicationand  The colour green may represent eco-friendly solutions to thedevelopmentofthe 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: 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. 2. Designoflogoand Isthedesignconsistentthroughout?E.g.Sizeandproportionsof logo,addresscorporateidentity 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 persons head and trunk, like when we take a photograph of someone, and therefore would possibly mean "people" or "person". Oxfams 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.
  3. 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 Coopers 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. 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.   