When did the Li Ning logo change?

The Li-Ning logo was changed in 2010. The new Li-Ning brand logo not only inherits the visual assets of the classic LN, but also abstracts Li-Ning's original "Li-Ning Cross" action with a "human" shape to interpret sports values. The brand manager of Li Ning Company explained: "Everyone is encouraged to express themselves and realize themselves through sports. The new logo has cleaner lines, a tougher silhouette, and is more dynamic and powerful."

Li Ning brand The original logo and the popular "Anything is Possible" brand slogan will not withdraw from the stage, but will remain as classic brand assets with appropriate application plans.

Extended information:

On June 30, 2010, Li Ning changed its LOGO and slogan, and launched a fierce battle for position 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 rebranding will help the company reposition its products. And brand personality, the brand slogan is "Make the Change", which more reflects the psychology of the post-90s generation who are constantly seeking change.

But facts show that Li Ning’s move not only failed to please the expected post-90s crowd, but also shaken the original loyal customers born in the 1960s.

Baidu Encyclopedia - Li Ning Sporting Goods Co., Ltd.

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