Yorkhill Children’s Charity – formerly known as Yorkhill Children’s Foundation – has completed its rebrand, unveiling a new look, logo and website, all created by design agency Good.

The charity’s former logo has been replaced with a comprehensive brand, featuring a logo and two fonts that can be used together in a variety of ways, with the aim of supporting the charity as it grows and develops.

The charity was in need of a new look and feel as it begins to broaden its support for the treatment and wellbeing of children and their families across Scotland.

The charity’s new logo is formed of two crossed sticking plasters and stands beside the new slogan: ‘All Better’. This replaces the ‘bear and balloon’ logo that the charity had for many years. The logo and tagline underline the charity’s key values of support, optimism and professionalism, with the slogan encapsulating the core of Yorkhill’s work.

The tagline is generally written using a new ‘block’ style font. This can be used in a variety of colours to maintain an identity across all activity, including fundraising materials and within organisations that Yorkhill supports. This lettering even appears on the walls of the new Children’s Hospital at the Southern General in Glasgow, due to open in 2015 and strongly linked to Yorkhill Children’s Charity.

“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.”

Chris Lumsden, managing partner at Good added, “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. Charities in general need branding that works especially hard as they need to cut through and raise funds, but also reassure those that use their services at a difficult time.

“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.”

Good
www.wearegood.com