Blue Cross and Blue Shield Association
Blue Cross and Blue Shield Association is comprised of 37 independently operated member companies serving some 100 million members. Their identity was prolific but inconsistent, with no clear guidelines for producing communications. Retaining the famous cross and shield symbols, Crosby Associates refined and standardized the brand signatures and basic visual presentations for the association and all member organizations. Detailed standards were created to simplify, unify, and revitalize all association and member company communications.