GOSH Charity has updated its branding, in an aim to connect with potential donors and supporters more effectively.
The charity, which last updated its branding in 2017, has changed its logo and plans to have a more direct tone of voice moving forward.
GOSH Charity, which reported an income of £108m in the year to March 2023, told Civil Society the charity was “mindful” of how it used its funds and spent approximately £150,000 on the rebrand.
Testing and consultation was the most significant aspect of the rebrand process, the charity said, with championing and honouring experiences with honesty and authenticity a priority.
Around 3,500 stakeholders including patients, families, staff, high value donors, corporate partners and members of the public were all consulted.
The charity said that the investment will help it to connect with more donors and supporters, and ultimately, raise more funds to support seriously ill children.
New visual identity
The charity said its new visual identity is rooted in its history and that it introduced new design elements to help “inject personality and distinctiveness”.
Originally designed for the Wishing Well Appeal in 1987, the distinctive teardrop face of its logo was inspired by a young patient’s drawing.
The updated design incorporates this, while introducing elements for a distinct, digitally native identity system and improving accessibility and legibility across print and digital channels.
GOSH Charity said it had also incorporated the colour blue to provide greater accessibility, recognition and stand out.
Blue is used in the teardrop of its logo and has been amplified across the design system to drive greater attribution and recognition of the brand.
The charity has also launched a targeted brand marketing campaign that highlights the reality of childhoods impacted by serious illness, as well as the hope and determination to improve and save more lives through research.
It has also launched a new motion identity, which includes new animal illustrations, inspired by the ward names at Great Ormond Street Hospital.
The project has been overseen by the charity’s in-house brand team, drawing on external expertise.
Impero developed the brand strategy, Stuart Gough and Pentagram led the creative direction for the brand identity and narrative, JKR developed the new motion identity.
Call for boldness
Emma Guise, director of marketing and communications at GOSH Charity said: “Our refreshed identity, designed to be more accessible, inclusive, and digitally enabled, symbolises the progress we're driving for seriously ill children and underscores the collective role we all play in realising it.
“We hope the refreshed brand will empower us to be more relevant and inspire our current and new audiences to get involved.
“Patient families at GOSH have been central to our decision-making process; their call for boldness and acknowledgment of the harsh realities of serious childhood illness resonated deeply.
“Alongside this, our unwavering focus on childhood and the vital role we play in protecting every element of it felt absolutely critical to bring through our new look and feel.
“We’re hugely excited by what our refreshed brand will enable us to do, better communicating our purpose and inspiring more people to join us in our mission.”
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