Together, we are Canada’s lifeline

Marking our 20th year with a renewed brand promise

SEPT. 28, 2018 (OTTAWA) – 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.


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