The Li Ning logo is a horizontal exaggeration of the pinyin letter "L", which has no special meaning. It adopts the expression technique of advertising trademark design:

Visual technique: no special meaning is used. Simple and unique abstract graphics, words or symbols with special meanings give people a strong sense of modernity, visual impact or comfort, attracting people's attention and making them unforgettable. This method does not rely on graphic meaning but mainly relies on the visual power of graphics, text or symbols to express the logo. For example, the Japanese company Isuzu uses two prisms as its logo, and Li-Ning sportswear uses the pinyin letter "L" as its logo with a horizontal exaggeration. In order for people to identify the things they mark, such signs are often equipped with a small number of small characters. Once people identify with the sign, they can identify it even if the small characters are removed.

Nike is the world leader in sports and health products. It was founded in 1962 by track and field coach Bill Bowerman and athlete Phil Knight. It was formerly the Blue Ribbon Sporting Goods Company. Le Cordon Bleu Sporting Goods has the sales agency rights for Japan's Tiger sneakers in the United States. Soon, Nike, named after the Greek goddess of sex, was established and made its debut at the 1972 U.S. Olympic trials. Later, a student named Carolyn Davidson designed a Swoosl1 logo that resembled flying wings, and thus won the Received a reward of $35. The outline of the logo serves as the background, while Nike is represented in lowercase italics.

The company's goal is to become the leader in sports shoes and pioneer technological innovations in lightweight design. Former NASA engineer Frank Rudy researched and designed air-cushioned shoes called Nike Air. This technological innovation brought Nike worldwide success.

The communication campaign established Nike's new sports fashion image, using sports stars such as Andre Agassi, Bo Jackson and Michael Jordan in advertisements. In 1988, in response to the huge consumer base, Nike transformed the British competitive spirit into an easy-to-remember advertising slogan-just do it. It also successfully occupied the market by expressing the lifestyle advocated by the new generation, and its sales soared. . This logo became a fashionable symbol and became popular all over the world.

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