In the problems when to use +ve singn when to use -ve singn in mirror sums
Just think in terms of their properties. A concave lens diverges the rays incident on it. So the image will be formed behind the lens. So the image distance becomes negative. (The image distance is measured from the principal point to the point at which the image is formed.)
Now the convex lens converges the incident rays. Hence the rays converge to a single point infront of the lens. So the image distance is positive here.
you can easily verify that the focal length is in the positive x direction for a convex lens while it is along the negative x direction for a concave lens. So f is positive for a convex lens and negative for a concave lens. The reason is the sign altering of v.