U=U plus

Brand Identity

Client: U=U plus
Studio: Freelance
Industry: Non-Profit, Public Health
Skills: Branding, Logo Design

Undetectable = Untrabnsmittable (U=U) is a global campaign celebrating the fact that people living with HIV who have an undetectable viral load can’t transmit HIV through sex. Launched in 2016 by people living with HIV for people living with HIV, the U=U message quickly went viral, transforming the lives of people living with HIV and the HIV response across the globe.

In 2022, U=U plus became the official U=U organization in the United States. I worked closely with this team to develop a brand identity which, through their outreach and education, encourages people living with HIV to feel empowered and confident.

The logo is a custom-drawn script with connecting lines that implies community and strength in connection. The brand system, which was built off this concept, incorporates vibrant color and images of proud queer people of all backgrounds. The repeated “U” shape is used as a framing device for photos and graphics.