To promote winter blood donations in Ukraine, the non-governmental organisation Blood Agents is holding a charity event called Blood is not Red, Blood is Magic. From December to February, professional photographers take portraits of blood donors at two medical institutions — the Amosov Institute in Kyiv and the Odesa blood transfusion station. Although the project started in 2020, it received an identity only in 2021.
We made the unicorn, who has the most magical blood in popular culture, the symbol of the project. In addition to styling the font logo a little more, we also turned the letter O into a drop of blood. This is how we managed to convey the main message of the campaign: a drop of blood turns an ordinary horse into a unicorn, just as a drop of human blood helps to save someone’s life. In general, we tried to make the identity magical but modest and concise, so as not to miss the main idea of the campaign — blood donation.
