Rebranding An AIDS Charity


Avert is a Brighton-based charity which has been providing information on HIV and AIDS since the earliest days of the epidemic. They required a new logo. Their previous one hadn’t been updated since the 80s and as they had recently rebranded, it was the right time for a change.

What others did:

Here’s some examples of Avert’s previous logo being used across their digital marketing…

What we did instead:

We created a modular logo which uses arrows to connect the elements together, suggesting progress in the fight against HIV infection. The word ‘HIV’ needed to be a prominent part of the logo so that the reader would make a logical connection that it was HIV being averted and that Avert was clearly the name of the organisation. Also in the mix was a new strapline — so there were a lot of visual elements to balance. The arrow redesigns a motif from their last logo but in a more streamlined and subtle way. Our logo blended well into their new branding colourways and imagery. It has a bold, contemporary feel that adapts to various applications and sizes.