The reality is that we don’t care for AIDS, we care for people. By referring to our clients primarily by their HIV status, we were compounding the stigma they were already experiencing. We want our brand to communicate a profound truth– that we are more alike than we are different. The Untold brand will resonate with donors, staff, and clients equally.

Untold has two equally important definitions: 1) not shared or revealed and 2) so great in amount it can’t be measured. Our organization sits at the intersection of both definitions. We want everyone to tell the untold stories of their past that have been silenced by stigma and to live boldly into the untold stories of their future. We also believe that everyone has untold worth and potential- beyond measure.

This new wording more accurately describes what we do: we embrace clients where they are so they feel free to tell the untold stories of their past, and we equip them to live the untold stories of their future.

Our mission statement succinctly describes what we do. Our vision statement describes an aspirational future reality that we want to help build. Our impact statement communicates our scale as an organization, is time-bound, and will change as we hit new milestones.

The plus sign in our logo represents a few things: our clients are all HIV+, and while that is not their primary identity, it is a part of their story, and we want to acknowledge that in our brand. The plus sign is also representative of medical care, which we provide through our integrated approach. Most importantly, the plus sign is a representation of Christ’s cross – an event that is central to our faith. If you look closely, the logo is two arrows meeting to create a plus sign- this represents our clients’ past and future and the inflection point of change that happens in our program.