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WorkGraphic Design

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.

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Three colourful posters from Oxford University Press's rebrand featuring illustrated characters and motivational text on orange, pink and yellow backgrounds

"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 baxterandbailey.co.uk.

An Oxford University Press children's book with a green cover featuring a striped character surrounded by illustrated insects and bees against a bright pink background
Oxford University Press branded notebook with pink cover featuring yellow illustrated flower and geometric patterns alongside turquoise background
Illustration of a figure in red and black flying upwards with an open book against an orange sky with clouds, accompanied by text reading "We're leading the way" and the Oxford University Press logo
Illustrated characters riding a paper plane with the text "We bring learning alive" and the Oxford University Press logo on a bright green background
Pink poster with text reading "Our heart is education" and an illustration of a red heart containing an open book with mathematical equations and a pencil, with the Oxford University Press logo
Figure in red jacket holding ski poles stands in a snow tunnel beneath falling snow, with text reading "Explore a world of words" and Oxford University Press logo
Blurred figure moving past a lift with turquoise wall featuring "Elevating children's imaginations" text and illustrated space-themed elements including planets, books and a child at a desk
Three colourful book covers for Oxford University Press featuring playful illustrations and bold typography on teal, yellow and orange backgrounds
Six colourful branded leaflets designed for Oxford University Press Education UK featuring playful illustrations and vibrant typography on a purple background
Three Oxford University Press educational book covers for English Language 2018, Oxford Primary 2018 and Modern Languages 2018, each featuring colourful illustrated designs by various artists commissioned by Baxter and Bailey
Open spread of Oxford University Press catalogue with text reading "For the (young) love of learning" and a white star icon on green background
Oxford University Press rebrand identity guidelines showing typography, layout systems and a palette of colourful circular icons representing different educational categories
Three coloured pencils on a bright pink background with text reading "Lose after line of inspiration", "Lose after line of creativity" and "Lose after line of imagination
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