WeAreBlood_CMYK The Blood Center of Central Texas changed its name to We Are Blood and showcased a new agency logo Oct. 20.[/caption]

As of Oct. 20, The Blood Center of Central Texas changed its name to We Are Blood and posted a new logo along with a rebranding campaign, Public Relations Manager Cindy Rowe said.

Although the nonprofit agency will retain its 65-year-old mission to “be the provider and protector of the Central Texas blood supply,” Rowe said the time had come for a change.

“The former name was a tongue twister—it was very confusing,” she said of the three or four of the facility’s title variations misrepresented by citizens including The Blood and Tissue Center and The Central Texas Blood Center. “We wanted a name that spoke to our mission—something that bonds us together. When you say ‘we are blood,’ it speaks to family [blood relative].”

The area’s population growth prompted the organization to re-evaluate its branding about a year ago, Rowe said.

“There were a lot of folks who didn’t know Central Texas had a local blood supply,” she said.

We Are Blood is sponsoring The Bloodstream, a converted Airstream recreational vehicle that will feature information about the new brand identity at various community events. Additionally, the campaign includes a new logo and new signage on the agency’s donor centers, delivery vehicles and bloodmobiles.

The We Are Blood Bloodstream is scheduled to appear at the following upcoming events:

The blood center was founded in 1951 by the Travis County Medical Society and serves more than 40 medical facilities in 10 counties including Bastrop, Blanco, Burnet, Caldwell, Fayette, Hays, Lee, Llano, Travis and Williamson.

 For more information, see www.weareblood.org.