Canadian Blood Services introduces new visual identity
By Adnews Staff
Canadian Blood Services of Ottawa has introduced a new visual identity, including a modified logo, an updated tagline and a shorter Web address. The intent is to position the organization as a trusted place where Canadians can "share their health and vitality to help others regain theirs." The new logo consists of a red drop shape with the outline of a white maple leaf within it. The name of the organization and its tagline "It's in you to give," appear below. "We undertook a review of our visual identity and the results were startling," said Steve Harding, executive director of marketing and communications at Canadian Blood Services. "When we asked Canadians to comment on our logo, we discovered that it was not recognizable at a quick glance and that it did not promote the image of openness we want to convey. It was also often confused with other not-for-profit organizations. By making a few small changes to our existing logo, we create an image that is simple and bold but also warm." Canadian Blood Services has also changed its Web addresses to <http://www.blood.ca> in English and <http://www.sang.ca> in French in order to make them easier to remember. The redesign work was handled by Shikatani Lacroix Brandesign of Toronto. Canadian Blood Services is a national not-for-profit organization that manages the country's blood supply and bone marrow doner registry.