Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Name, Logo, and Identity for We Are Blood by The Butler Bros
 

before

after

Noted Dec. 2, 2016 by Armin

Industry / Health Tags /

About

(Est. 1951, previously The Blood Center of Central Texas) “We Are Blood has drawn Central Texans together since 1951 to provide and protect the community blood supply. By inspiring people to donate locally and to take pride in this precious shared resource, we’re making sure all Central Texans will continue to have access to life-saving blood when they need it.”

Design by

The Butler Bros (Austin, TX)

Related links

We Are Blood news page
The Butler Bros project page

Relevant quote
To call someone “blood” is simply another way to call that person “family.” The new name plays off this colloquialism — describing what they literally do while evoking their deep community roots. The circular logo badge honors their heritage and is a reference to the visual style of the 1950s when the organization was founded. The abstract tree at the center of the mark once again evokes family and the interconnectedness of those who give and receive blood.

The Butler Bros project page

Images (opinion after)
New Name, Logo, and Identity for We Are Blood by The Butler Bros
Logo.
New Name, Logo, and Identity for We Are Blood by The Butler Bros
Logo with bonus marks.
New Name, Logo, and Identity for We Are Blood by The Butler Bros
Old headquarters signage.
New Name, Logo, and Identity for We Are Blood by The Butler Bros
New signage.
New Name, Logo, and Identity for We Are Blood by The Butler Bros
New Name, Logo, and Identity for We Are Blood by The Butler Bros
Old/existing bus livery.
New Name, Logo, and Identity for We Are Blood by The Butler Bros
New Name, Logo, and Identity for We Are Blood by The Butler Bros
Airstream, aka the “Bloodstream”.
New Name, Logo, and Identity for We Are Blood by The Butler Bros
Car livery.
New Name, Logo, and Identity for We Are Blood by The Butler Bros
Cups.
New Name, Logo, and Identity for We Are Blood by The Butler Bros
Yard sign.
Opinion

The old logo and name were generically forgettable and mostly utilitarian (in that, yeah, they were a name and logo to put on things)… I drive by their headquarters usually once a week and I had never noticed they were there until they put up the new sign. The new name is slightly disconcerting but maybe that has more to do with me having watched too much Sons of Anarchy or The Wire that, when I hear the name, I see it as a kind of gang saying. It's not something you hear often, as it feels like a heavy statement to make, so to adapt it to a small organization in Texas is… bold and maybe weird. But it has a solid concept and story so, why not? The logo is cool if you are usually attracted to badges and it looks cool on the side of cars and airstreams but there is something creepy about a blood tree, especially one rendered so nonchalantly look like a fruit tree. Overall, I want to like it for its daringness but I have some cognitive dissonance about it.

Your opinion…

On Name


Total

On Logo


Total

On Application


Total

Comments


Share ›

Spotted Around the web

New Logo for Filmrise

New Logo for Filmrise
 
Spotted Jan. 23, 2018

Pinned Recent, Big Stories


Curated Best No. 1 Picks (2011 – 16)