Oxford Street launches a For Everyone brand identity by Koto as almost a kilometre of the street goes traffic-free

Key Takeaways

• Oxford Street has a new For Everyone brand identity, created by global creative company Koto with the Oxford Street Development Corporation and the Greater London Authority.

• The identity places the word "for" at the centre of the Oxford Street wordmark and uses new London Sans and London Serif typefaces with a green colour palette.

• It appeared across the street from Monday 26 October 2026, the day the stretch between Orchard Street and Great Portland Street became permanently traffic-free.

• The system includes a monogram, wayfinding icons, candid photography and a flexible copy line built around phrases such as "for shopping and stopping".

Oxford Street has been given a new For Everyone brand identity by Koto, and it arrived on the same Monday that buses, taxis and cars were cleared off almost a kilometre of London's most famous shopping street. The identity, created with the Oxford Street Development Corporation, puts the small word "for" at the heart of the Oxford Street wordmark so the street can be described as being for almost anything, whether that is shopping, stopping, walking or simply standing still for once without a bus bearing down on you.

The new look started popping up along the street on 26th October 2026 as the first phase of the Mayor of London's pedestrianisation plan came into force between Orchard Street and Great Portland Street. Koto's brief was to create an identity that could change as the street does, and Koto founder and chief executive James Greenfield has linked the work to what he called perhaps the biggest transformation in its history for a road that already carries one of the most recognisable names in British retail.

Koto builds the Oxford Street For Everyone identity around the word for and London Sans

At the centre of the system is the wordmark, which sets the new London Sans typeface alongside a contrasting serif and a distinctive lozenge shape that Koto says draws on the street's historic signage, while a monogram made from intersecting letters takes its cue from local architecture and shop fronts. London Sans is described by the studio as a contemporary typeface with a distinctly local character inspired by the capital's typographic heritage, and it is paired with London Serif so the identity mixes old and new in the same way the street mixes department stores that have traded for more than a century with brand new flagships.

The For Everyone identity launched as Oxford Street went traffic-free on 26 October 2026

The pedestrianised section now runs from Orchard Street to Great Portland Street and is closed around the clock to private vehicles, buses, taxis, cycles, scooters and pedicabs, although emergency services can still pass and deliveries are allowed between midnight and 7am. The Mayor of London's announcement describes this as a transitional scheme, and by the end of spring 2027 the street is due to gain more than 50 new trees, two new public squares, over 100 seats and dining tables, better signage and new lighting. Sadiq Khan said "I'm hugely excited to see my bold vision for Oxford Street coming to life from today," and the scheme follows a public consultation in 2025 in which two thirds of the 6,642 respondents supported pedestrianisation of a street where annual spending is around £3.1bn.

Support for the change had been building for some time, since a YouGov poll of Londoners in October 2024 found 63% in favour of pedestrianisation, rising to 72% among people who had visited the area in the previous year. The retailers who will live with the new identity every day were quick to welcome the traffic-free launch, with John Lewis chief operating officer Naomi Simcock noting that "Having served Oxford Street for over 160 years, we've seen plenty of change" on the street, while New West End Company chief executive Dee Corsi called it "one of the most significant days in the history of Oxford Street" for the West End. Sam Foyle, co-head of global retail at Savills, spoke of "unprecedented appetite from brands for space on Oxford Street" at the same moment, and Grade A office vacancy on the street stood at 1.5% in May 2026 compared with 2.5% across London, which suggests the identity is arriving at a street with plenty of commercial momentum behind it.

Oxford Street has been rebranded before, since in August 2013 the New West End Company unveiled an Ox St identity by Goosebumps built around an X that marked the spot and the tagline "It All Starts Here," which was rolled out over five years as a retail marketing campaign. The new identity differs in that it belongs to a street being physically redesigned for people on foot, so the typography, icons and copy have to work across hoardings, temporary street furniture and wayfinding as well as on advertising.