The World Aids Museum needed a rebranding solution to reflect advances in medicine and prevention that have made HIV a manageable chronic illness. AIDS is the developed stage of HIV infection when it has not been treated. It is more appropriate to refer to infected individuals as HIV positive. For that reason, the proposed branding uses the name World HIV Museum and Educational Center, with a new color scheme that is more modern and inviting. In the last decade, HIV has become preventable with the widespread breakthrough of pre-exposure prophylaxis also known as PrEP. Recently, The World Health Organization (WHO) began efforts to destigmatize HIV. The color red has been adopted by HIV/AIDS related issues; it indicated urgency and immediate call to action during the devastating early years of the AIDS crisis. Yellow is the appropriate color choice to represent the critical aspect of HIV as it is attention grabbing. Prestigious organizations such as The San Francisco AIDS Foundation are using yellow for their brand identity. For that reason, The World AIDS Museum and Educational Center needed a rebrand. The new logotype is made up of the words World HIV Museum Set in Helvetica Neue all-caps bold. The letter “O” becomes visually the letter’s “i” oversized tittle, this represents the personal aspect of HIV. The words “& Educational Center” are set in Helvetica Neue all-caps regular. This text line is 3 and a half times smaller than the text above. The Logotype is encased in two negation symbols “¬” used as a frame. The negation symbols represent the battle against the virus, also representing that HIV positive individuals that are in treatment and undetectable are no longer contagious and can have the same lifespan as HIV negative people.
