Blood Advances

The American Society of Hematology contacted us to help them brand and design their new online-only journal.



Blood Advances is a peer-reviewed, online-only, open access journal with a unique focus on scholarly and educational content, created by the American Society of Hematology.


The challenge was to create an identity that was related to the Society’s flagship journal, Blood, but still stood on its own.


Utilizing a similar typeface and the existing logo for the American Society of Hematology allowed us to build cohesion into the new journal. The color palette differentiated Blood Advances from Blood. Numerous templates were created to tie the journal together while harnessing content in the most legible way.

“Sharon Bending created a tasteful, contemporary design for Blood Advances.

The layout accommodates different page makeup requirements for various types of articles while maintaining very good readability and a coherence that makes the journal clearly recognizable. Sharon is responsive and very pleasant to work with. Her design solutions are creative and distinctive.”

Ken April
Senior Manager, Production
American Society of Hematology

Nina Hoffman
Senior Director, Publishing
American Society of Hematology