Chinese sports brand Li Ning has unveiled a new logo and slogan as it continues to pursue its global expansion aspirations.
The new slogan Make the Change replaces the previous Anything Is Possible, though the latter phrase is being kept in storage by the company for potential tactical use in the future.
According to the company, the new logo ”displays a modern interpretation of the iconic attributes of the original logo in a modern design language that spells out a global perspective.”
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New Li Ning logo
The company has long been criticized for having a logo with too much resemblance to the Nike Swoosh and for a slogan too similar to the Adidas tagline “Impossible Is Nothing.”
Well known in its home market of China for its strong distribution system and competitively priced products, Li Ning has started expanding into numerous overseas markets in Southeast Asia and the USA. It has also begun sponsorship of a handful of western athletes, including a couple of NBA basketball players and European track and field and tennis stars.
The company was founded 20 years ago by Olympian athlete Li Ning, who became an immediate Chinese sporting hero when he captured three Gold Medals in the 1984 Los Angeles Olympic Games.
As we wrote in this blog back in November (see Li Ning: First Chinese Global Brand? under the categories Branding and Marketing), Li Ning wants to build the first truly global brand to emanate from China.
With this new logo and slogan, he may very well be on track to accomplishing this dream.
