Li Ning's logo was changed on 20 10. The new logo of Li Ning brand not only inherits the visual assets of classic LN, but also abstracts Li Ning's original "Li Ning Crossing" action and interprets sports values in the form of "human". The person in charge of the brand of Li Ning Company explained: "Everyone is encouraged to express themselves and realize themselves through exercise. The new logo has cleaner lines, tougher contours, and more dynamic and powerful. "

The original logo of Li Ning brand and the well-known brand slogan "Anything is possible" will not leave the stage, but will be regarded as a classic brand asset, and there will be another suitable application scheme.

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On June 30th, 20 10, Li Ning changed its LOGO and advertising language, and launched a fierce battle with Nike and Adidas in the first-tier market.

Li Ning believes that unclear product positioning and unclear brand personality are the main reasons that hinder the company's rapid growth. Changing the logo has changed the "aging feeling" of the original brand, and brand remodeling is conducive to the company's repositioning of products and brand personality. The brand slogan is "Make the Change", which more embodies the psychology of constantly seeking change after 90.

However, the facts show that Li Ning's move not only failed to please the expected post-90 s crowd, but also shook the original loyal customers of the post-60 s.

Baidu encyclopedia-Li ning sporting goods co., ltd.

Xinhuanet-The charm and loss of a pair of "Li Ning" shoes: from domestic "fashion brand" to market loss