Living Positive Victoria Unveils New Identity for a Bold Future
Living Positive Victoria (LPV) is proud to reveal its refreshed brand identity, marking a significant milestone in the organisation’s journey as the leading voice for people living with HIV in Victoria.
The rebrand introduces a modern logo, vibrant new colours, and updated digital platforms that reflect LPV’s revitalised energy, evolving voice, and enduring commitment to people living with HIV.
A message from the CEO
“After more than a decade, Living Positive Victoria is embarking on a brand refresh that reflects our revitalised energy and forward momentum,” said Richard Keane, CEO of LPV.
“With our recent move to a new home and generational shifts within our team, we believe the time is right to honour our history while embracing a future-focused identity. The way we engage with our community has evolved dramatically, with people now accessing information through smart devices and diverse media platforms. In this dynamic landscape, how we present ourselves is more important than ever.
“At the heart of our refreshed identity is the acronym ‘LPV,’ which has grown organically into a recognisable symbol of who we are and what we stand for. We’re especially proud that this design work has been led by a member of our own community, someone who deeply understands our organisation and its values. Their insight and connection have been crucial to shaping a brand that truly reflects who we are and where we’re headed.”
Introducing the “node”
A key feature of LPV’s new visual identity is the brand mark, known as the node. This graphic device draws inspiration from the three circles of LPV’s previous logo, which represented the diversity of the HIV community. The refined node symbolises these diverse groups coming together and connecting as part of one community.
The node also intersects with LPV’s abbreviated name, reflecting the intersection between the Victorian positive community and the organisation itself. Its fluid form carries further meaning: while HIV is transmitted through certain body fluids, effective treatment can reduce the risk of transmission to zero. Yet misinformation and fear about HIV have long fuelled stigma and discrimination.
By adopting the fluid, intersecting node, LPV is making a clear statement, inviting the wider community to learn the facts about HIV and to be part of eliminating stigma and discrimination once and for all.
Community-led design
LPV is proud to acknowledge that this rebrand has been created in partnership with Daniel Cordner Design. Daniel, who has been a vital part of our community for many years, brought not only his professional design expertise but also a deep personal understanding of LPV’s values and mission. His connection to the community has ensured that the refreshed identity is authentic, respectful, and future-focused.
“LPV has played a significant role in my journey of acceptance of living with HIV. I could not be more pleased with the opportunity to rebrand LPV and play a part in helping shape the visual identity for years to come,” said Daniel.
Honouring history, embracing change
This is not the first time LPV has evolved its identity. In 2012, the organisation transitioned from its original name and logo, People Living with HIV/AIDS Victoria, to the more recognisable and inclusive Living Positive Victoria.
At the time, community surveys revealed that nearly three-quarters of members felt the old PLWHA acronym was outdated, confusing, and carried unnecessary stigma. The updated logo, launched in October 2012, became a trusted symbol of LPV’s mission and values for more than a decade.
Today’s rebrand builds on that legacy, recognising that the ways people connect, communicate, and engage with HIV advocacy have shifted once again.
What’s new
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Visual identity: A refreshed logo and colour palette symbolising strength, pride, and connection.
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The node: A powerful new brand mark that honours LPV’s past while reflecting the community’s diversity, unity, and resilience.
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Community-led design: Created in partnership with Daniel Cordner Design, a long-time member of our community.
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Digital presence: Updated website and platforms designed for greater accessibility and engagement.
Looking ahead
While the visuals may be new, LPV’s mission remains unchanged: to support, empower, and advocate for all people living with HIV. The rebrand signals not only a new chapter for the organisation but also a renewed commitment to visibility, inclusion, and community leadership.
Weather you’ve been apart of LPV for a long time, a little while or are yet to get involved, we look forward to engaging with you for years to come! #TeamLPV
More information
To learn more about the history of the logo, see this edition of Poslink.
If you have comments or queries about the rebrand, please do not hesitate to reach out to Tom Herbert, Communications & Digital Lead therbert@lpv.org.au