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.