FAQs: Our new look and feel

We’re all about protecting childhoods from the impact of serious illness, so we’ve made sure it’s right at the heart of who we are and what we do.

We’ve spoken with families in the GOSH community, hospital staff, our supporters and members of the public to make sure how we show up in the world reflects our mission to transform the lives of seriously ill children and ensure no childhood is lost to serious illness. And we want you to know how you can be part of it, because we can only do it together.

That’s why we’ve changed how we look and feel. How we write and speak will sound a little different; we’re bolder, more distinct, and talk with more personality.

How we look is new, too. We’re excited to introduce an update to our much-loved logo, taking inspiration from the original drawing by a young patient back in 1987 for the Wishing Well Appeal. We’ve brought even more of the charm, innocence and authenticity of a GOSH patient’s original sketch, while improving accessibility and legibility across print and digital channels.

We hope you like meeting our new animal characters. Inspired by the ward names at GOSH, they are completely unique to the charity’s brand identity and represent the collective efforts of all the “doers” who have a role in transforming the lives of seriously ill children in the hospital and beyond. We’ve changed our lead colour to blue to aid accessibility, and there are lots of new ways we’ll include animation and design features across our channels too – watch this space.

We’ll be making updates across our website (and the other ways we stay in touch with our supporters and the public) in the coming weeks and months.

We are Great Ormond Street Hospital Charity. While how we look and feel is changing, we’re still the charity that will stop at nothing to help give seriously ill children childhoods that are fuller, funner and longer.

We’re here for the hundreds of children from across the UK who are treated by GOSH every day, for children with rare or complex illnesses everywhere, for this generation and those to come. But we can only do it with your support.

Together, we fund groundbreaking research into children’s health, cutting-edge medical equipment, child-centred medical facilities and the support services children and families going through the toughest journey of their lives urgently need.

Our commitment to children and families is unwavering, and that remains central to who we are and what we stand for.

As you visit our website, you’ll still be able to find all the information you’ve accessed before, in the same place.

We believe that no childhood should be lost to serious illness, and we have big ambitions around the impact we can deliver for seriously ill children and their families, to make that a reality. We need a brand that can match that ambition. We haven’t refreshed our brand since 2017 and in that time the world has changed enormously. The refresh makes us more relevant, helps us better communicate our purpose and connect with people who already support us, and with potential future donors and supporters too.

We’re all about protecting childhood from the impact of serious illness, so we’ve made sure it’s right at the heart of who we are and what we do. Our refreshed brand is more accessible, more inclusive and digitally enabled. We need to stand out, be more relevant and inspire to our current and new audiences to get involved, and we are confident that our refreshed brand will support us to do that.

Great Ormond Street Hospital has been transforming the lives of seriously ill children for the past 172 years and has always depended on charitable support. Thanks to our incredible supporters, we have already helped to innovate better treatments, develop new cures and advance technology for the treatment of rare or complex childhood illnesses. But there is so much more to do, and we hope our refreshed brand will enable us to do even more.

We fund life-saving research and life -changing services that help give seriously ill children the best chance and best childhoods possible. We are helping to progress new treatments and cures every day, as well as providing vital support like free accommodation for families who face the unimaginable. Our refreshed brand aims to show the progress we are driving for seriously ill children and the collective role we all have in helping to make it happen.

For instance, we know that cancer is the biggest killer of children aged between one to 14 in the UK. We need our brand to inspire and galvanise people who want to be part of a movement to help change shocking statistics like that by getting involved and supporting us, so that ultimately, no childhood is lost to serious illness.

We haven’t refreshed our brand since 2017 and in that time the world has changed enormously. The refresh helps us better communicate our purpose and connect with potential donors and supporters more effectively. Ultimately, that will enable us to provide a greater level of support to children at GOSH and to pioneering researchers across the UK.

We need everyone’s support to transform the lives of seriously ill children and help ensure no childhood is lost to serious illness. If you would like to join us and help give seriously ill children childhoods that are fuller, funner and longer, you can sign up to provide a regular gift or explore all the different ways to get involved. And if you’d like more information about our brand refresh, read our blog post.