Powerful charity rebranding makes childhood the focus

Great Ormond Street Hospital Charity (GOSH 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 (see our pick of the best rebrands of the 2020s).

The classic GOSH Charity logo has been refreshed and now feels even more authentically childlike, while the broader brand assets succeed in treading a difficult line, capturing the harsh reality of childhood illness while also incorporating fun and play. The result is a distinctive identity that works for all stakeholders, from children to donors to parents and donors.

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.