Marketing consultants Tribal DBB recommended a new image after a review last year. Head of comms and fundraising Nigel Seymour said the charity's 20th anniversary was an ideal time to rebrand.
'The sector has changed since we were set up in 1986,' he explained. 'HIV/Aids campaigns used to be focused on the gay community, but there are other groups to take into account, such as the young, women and minorities. Our work has adapted, but our image has not.'
The charity opened the first dedicated anti-retroviral treatment clinic in South Africa last year, and is also keen to promote the international remit it has held since it expanded overseas in 2000.
'We need to attract new donors and get a bigger slice of the international HIV market, so it is important to tell potential donors what we do,' said Seymour.
The charity, which reported an income of £1.6m last year, has held its summer 10km Walk For Life in central London since 1989, last year recruiting Lord of the Rings star Sir Ian McKellen and Danni Minogue to drum up publicity.