Jane Leung
Jul 2, 2010

Li Ning rebrands to 'Make the change' with new logo design

BEIJING – Chinese sports apparel brand Li Ning has redesigned its logo and launched a new tagline ‘Make the change’ as part of a bigger brand revitalisation plan for the coming three years.

Li Ning new logo
Li Ning new logo

Instead of the old color pattern of black wordings on a red background, Li Ning has taken on a bold contrast of orange and white for the new logo.

According to the official statement from brand, the change is to give a more modern and global perspective to the brand

The brand's slogan has also changed from '“Anything is possible” to "Make the change."

Zhang Zhiyong, CEO of Li Ning Group, added that the redesigns were aimed at engaging with what he calls 'Generation 1 Creators' - consumers who embrace changes and dare to think and do what they like. "These people have global visions," he said. "They love innovations. They demand high product quality. They are giving new meaning to sports. To gain their recognition, we need to become more sensitive, more refreshed, more energetic and have stronger personalities."

As well as its large mainland China presence, Li Ning currently operates stores in Singapore and Portland, USA and competes against other domestic Chinese brands such as Anta and 361 Degrees, as well as global sports companies such as Nike, adidas and Puma.

Source:
Campaign China

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