Under embargo until October 27 2026.
future.*
October 27 2026, London - As a stretch of Oxford Street becomes pedestrianised, a new brand sets out the street’s ambition to become a world-class destination for everyone, whether that’s culture, leisure, retail or business.
Created by global creative company Koto in partnership with the Oxford Street Development Corporation (OSDC), the ‘For Everyone’ brand accompanies the pedestrianisation of Oxford Street between Orchard Street and Great Portland Street.
Koto founder and CEO James Greenfield said: “This incredible opportunity posed a question for the Oxford Street Development Corporation that went beyond tackling London’s traffic: what should the nation’s most famous shopping street become?
“Oxford Street’s purpose is set in the minds of most. Koto creating its first brand is both a privilege and an unusual brand challenge. We set out to build an identity around what has always made it extraordinary: its ability to constantly change, set against the broader question of retail in the 21st century. As the street enters perhaps the biggest transformation in its history, we believe the new identity gives it a platform that can evolve with it.”
The identity puts ‘for’ at the centre of the Oxford Street wordmark, expressing the idea that the street serves many different people and purposes: for shopping and stopping. For walkers and talkers.
Katie Morrison, Deputy CEO of Oxford Street Development Corporation commented: “The ‘For Everyone’ identity captures what we want Oxford Street to become: an open, welcoming and unmistakably London destination for the millions who live, work and visit here. The new look is already working hard on the street, welcoming visitors to a newly transformed, traffic-free street.”
London Sans and London Serif typography combines the historic street’s character with its next chapter, while a green palette reflects the ambition for a greener public space, with more room to walk, meet and pause.
Sam Howard, Creative Director at Koto, added: “Highlighting ‘for’ in the logo gives Oxford Street a voice, celebrating the many reasons people come here. It means something different to each of us, but it’s a place we all can share.
“Oxford Street brings together so much of what makes London extraordinary. It’s a place of firsts, of celebration, of everyday encounters. We wanted to capture that wild, wonderful energy in a brand that feels true to its history and optimistic about its future.”
Today, Oxford Street brings together more than 300 retailers, each with its own distinct identity and now with a future on a pedestrianised street.