Yorkhill Children's Charity rebrands as it begins to broaden its support across Scotland

By Gillian West | Social media manager

Good

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charity article

January 24, 2014 | 2 min read

Yorkhill Children’s Charity – formerly known as Yorkhill Children’s Foundation – has partnered with design agency Good for a rebrand project, including new look, logo and website.

As the charity begins to broaden its support for the treatment and wellbeing of children and their families across Scotland, it was seen as the right time to introduce a new look and feel. The former logo has been replaced with new branding, featuring a logo and two fonts that can be used together in variety of ways.

“To match our expanded vision, we needed a versatile, bold new look that reflected our growth but still encompassed our core values,” said Shona Cardle, chief executive of Yorkhill Children’s Charity.

“Good really achieved that for us and the new branding helps us communicate on a number of different levels with all the people we need to reach – from patients and families, to medical staff and those raising money for the charity. We are delighted with the range of applications and flexibility it has given us.”

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The new logo, which replaces the old ‘bear and balloon’ logo, features two crossed plaster bandages beside the slogan ‘All Better’. The ‘block’ style font can be used in a variety of colours to maintain identity across all activity, such as fundraising materials.

Chris Lumsden, managing partner at Good, commented: “The power of a memorable, distinctive and versatile brand is especially important for charities such as Yorkhill, as they have to reach so many different people with varying messages….We’ve created something we know will work across all touch-points, from Yorkhill’s new website to its fundraising communications and even on hospital walls. It’s reassuring and confident and will support the wide range of work the charity carries out now and in the future.”

The new branding’s distinctive lettering will also appear on the walls of the new Children’s Hospital at Glasgow’s Southern General which is strongly linked to Yorkhill, opening in 2015.

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Good is one of the most effective design agencies in the UK, winning six gold DBA Design Effectiveness Awards in the past six years.

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