After 90 years the Australian Red Cross Blood Service has evolved to "so much more than blood".
And its new brand, Australian Red Cross Lifeblood, hopes to to represent what the service is all about - life.
Lifeblood spokesperson Cathy Chapman said it marks the next exciting chapter for the organisation.
"For 90 years we have been the lifeblood of Australia thanks to our amazing donors, our volunteers and staff," she said.
"Blood is at the core of what we do, but we are now so much more than blood.
"We now provide safe, donated breast milk to premature babies when they're at their most vulnerable, we provide critical organ matching services and our research and development is world renowned.
"The name Lifeblood reflects the role we play in the Australian community."
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The new brand is coinciding with a eight-part television series airing on Channel 9 on Saturday which includes the story of Albury woman Libby Mourik.
Mrs Mourik needed 28 units of blood and blood products after being bitten by a snake in 2015.
"Without those donations, she would have died," her husband Pieter Mourik said.
"Everyone should consider when they can donate blood, as soon as possible.
"It's an essential service. People should be asking themselves why they're note donating? It's something we should all be doing for our fellow Australians."
Ms Chapman said the series Giving Life shows for the first time the "real, often moving and always inspiring, stories of the people who give, receive, and make life possible"
"We can't wait to share them with everyone," she said.
To book a donation visit lifeblood.com.auor call 13 14 95.