Hospitals and children’s charities have been making boo boos all better for many a year. This week, however, Yorkhill Children’s Charity made that remit a part of its brand positioning.

The organisation, formerly known as the Yorkhill Chilrdren’s Foundation, was rebranded by the Good agency. It has added the strapline “All Better” to emphasise the expansion of its support for and treatment of sick children.

The logo itself features a bold wordmark with crossed plasters featuring as a bold new icon. This replaces a somewhat Comic Sans-looking logo and a dancing bear and balloon. A block typeface that looks as if it was sponge-painted is used across print and web assets and in the physical implementation of the brand in the Southern General hospital in Glasgow which is being supported by Yorkhill and set to open in 2015.

Shona Cardle, chief executive of the charity, says, “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.”

Managing partner at Good, Chris Lumsden, says the new brand gives Yorkhill the opportunity to reach audiences with varying messages. He says charity branding must be bold enough and strong enough to achieve cut-through in a crowded marketplace.