One of the region’s largest blood collection centers, with locations in
Paramus, Oradell, Lincoln Park and Allendale, New Jersey, and in Goshen,
New York, the organization has unveiled its revamped logo design,
tagline, collateral pieces and signage, as part of its recently
announced new marketing effort.
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The campaign’s main objective is to bring continuity to the growing
organization, whose four main entities - the blood donation and banking
service, Elie Katz Umbilical Cord Blood Program, The HLA Registry and
Community Blood Services Foundation - were previously represented by
separate identities.
“Although Community Blood Services is already a well-established and
respected organization, as we continue to expand our service areas we
wanted to establish a discernible look and feel that encompasses our
many areas of expertise,” explained Karen Ferriday, Community Blood
Services’ newly appointed director of community affairs. “The new
branding initiative will serve our promotional, programmatic and
recruitment efforts by building on Community Blood Services’ strong
recognition factor and using unified, integrated marketing solutions.”
The new logo, which serves as the foundation of the entire branding
strategy, symbolizes and emphasizes the organization’s service to the
community. The design utilizes only a single graphic element – a blood
drop replacing the “O” in the word ‘community’ that features a partial
red fill to reinforce the continuous and growing need for blood
donations. Its contemporary, clean appearance denotes the scientific and
clinical growth of Community Blood Services’ programs, balanced with the
organization’s life-saving mission.
The positioning tagline - “Life Shared. Life Saved.” - was based on
extensive interviews with staff members and other community stakeholders
and unanimously agreed upon as a statement that represents Community
Blood Services’ core mission and goals.
The campaign was created by New York-based Berkshire Marketing Group,
Inc. (BMG). |
