San Diego Blood Bank

Clear rules for a lifesaving brand.

San Diego Blood Bank is a nonprofit that has served hospitals across Southern California since 1950, bringing together nearly 60,000 volunteer donors each year. We built the brand guidelines that keep every team and partner consistent: how to use the palette and which color pairings to avoid, a type system in Outfit and Montserrat, rules for the brand pattern and gradients, a transparent overlay for photography, and art direction for donor imagery.