Marking our 20th year with a renewed brand promise
Ottawa, Sept. 28, 2018 - Canadian Blood Services is proud to initiate a new chapter
in its story with the unveiling of a renewed brand and expanded commitment to Canadian
patients in commemoration of its 20-year anniversary.
"With the renewal of our corporate brand, we are positioning ourselves to move forward
into the decades ahead. We will advance with invigorated purpose, ready to connect
and engage the generosity of donors for recipients. We will use the discoveries
of science to address the changing needs of patients, and continuously improve to
ensure the sustainability of Canada's biological lifeline," said Dr. Graham Sher,
CEO, Canadian Blood Services.
The work that Canadian Blood Services began 20 years ago has changed over time.
Born from crisis, the early years were about establishing trust in Canada's blood
system. To earn the privilege of serving patients, we have relied on the collective
efforts of a diverse community of committed partners and stakeholders, and we will
continue to do so.
While we have moved beyond crisis to confidence, new technologies, evolving threats
and growing demands are now impacting every aspect of health-care. Likewise, the
role of Canadian Blood Services has grown beyond blood: today, the focus is on life
essentials for transfusion and transplantation. To remain relevant and capable of
delivering on its commitments, in an increasingly competitive environment, the organization
must continue to adapt and evolve.
"Our brand is much more than just a logo or a tagline. It is what sets us apart.
It is what we believe in. And, it is how collectively, all of us will work together
to deliver on our promise to Canadians," added Dr. Sher.
This promise — to champion and safeguard Canada's national lifeline for blood, plasma,
stem cells, and organs and tissues — was broadcast across the country, as donors,
recipients, employees and volunteers came together to mark today's milestone anniversary.
Renewing the brand is part of a multi-year plan by Canadian Blood Services to improve
the donor experience and engage the donor of the future. The transition to a new
visual identity, which is based on the universal symbol for infinity, will gradually
be phased in. Many materials will only change as they reach the end of their life
cycle, and as supplies are exhausted.
About Canadian Blood Services
Canadian Blood Services is a not-for-profit charitable organization. Regulated by
Health Canada as a biologics manufacturer and primarily funded by the provincial
and territorial ministries of health, Canadian Blood Services operates with a national
scope, infrastructure and governance that make it unique within Canadian healthcare.
In the domain of blood, plasma and stem cells, we provide services for patients
on behalf of all provincial and territorial governments except Quebec. The national
transplant registry for interprovincial organ sharing and related programs reaches
into all provinces and territories, as a biological lifeline for Canadians.