Great Ormond Street Hospital Charity has unveiled a fresh rebranding with a new logo, brand colour and a host of illustrated icons. And it's one of the most distinctive and versatile new charity identities I've seen for a long time has specialised in treating children with rare or complex illnesses since 1852. The GOSH Charity's mission is to transform the lives of seriously ill children by raising funds to complement the hospital's NHS funding.
There is also a series of new animal illustrations inspired by the ward names at the hospital. While the logo itself shows a child crying, these illustrations, also used in animated form, convey the fun and play of childhood and create a sense of togetherness, expanding the tonal range of the identity. The animation was the work of branding agencyunder the leadership of Tom Gould and, and motion was made a key consideration from the outset in order to create impact on digital channels.
Emma Guise, Director of Marketing and Communications at GOSH Charity, says the aim was to create an identity that was"more accessible, inclusive, and digitally enabled" while also symbolising the progress the charity aims for and the collective role people can play in realising it. “It’s always been important to Great Ormond Street Hospital Charity to tell the real stories of the children and families who are welcomed by GOSH each year," adds Ashley at Pentagram's Brand Narrative."We’ve built on these foundations, translating the strategic platform into a fresher and more confident verbal identity that can advocate, challenge, champion, change things and bring new and existing supporters closer to the vital work they do for seriously ill children.