Brighton studio Baxter and Bailey launches significant rebrand for Oxford University Press

Baxter and Bailey has overhauled the identity of Oxford University Press with playful illustration at the heart of its rebrand. The Brighton-based design studio commissioned a number of illustrators to help bring the new visuals to life, including Cachetejack, Adam Larkum, Andrew Selby, Daniel Frost, Iker Ayestaran and Lo Cole.

"As part of one of the world’s great universities, Oxford University Press has a well-established global reputation as a leader in education. But with an evolution from its traditional publishing background towards a much broader offer – which now ranges from digital resources to school improvement programmes and consultative expertise – the OUP Education UK division was struggling to clearly communicate this wider and more diverse offer," explains Creative Director, Matt Baxter.

"We helped them to clarify a more distinct brand strategy and then brought this strategy to life through playful creative messaging, all geared around their key audiences: learners, teachers and parents. With the addition of a vibrant, eclectic approach to illustration and an equally vibrant colour palette, we aimed to show the heart (and soul) of this much-loved brand."

We especially love the vibrant colour palette and the friendly, yet educational typography. Discover more about the project at


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