2010

On June 30, Li Ning held a press conference at the Yizhuang production base. The old Li Ning classic LN logo, which has been used for many years, will bid farewell to the era it dominated from today. The new logo named "Li-Ning Cross Action" will become the new symbol of the Li-Ning brand.

The image of the new logo is not much different from the previous one. It also abstractly integrates the "Li-Ning Cross", a gymnastics movement originally created by Li Ning, and uses the "human" shape to interpret sports values. The new brand slogan is "make< /p>

the

change”. It is reported that the old brand will be retained as Li Ning’s classic logo and continue to be used as a production line.

After changing the trademark and slogan, Li Ning seems to have vowed to bid farewell to the past image of a copycat. This company wants to change its target customers from "I" to "Grandson". According to the survey, 50% of Li Ning’s consumers are between 35 and 40 years old. Most of them do not pay as much attention to design and fashion as young people, but rather pay more attention to cost-effectiveness. Li Ning is planning to overturn its own image and change this.

It means that this company has begun to truly decide to enhance its brand value, hoping to bring more added value to cope with the competition of international brands. Li Ning’s original slogan Anything

is

possible (everything is possible) was often criticized for being similar to Adidas’ Nothing

is

Impossible (nothing is impossible) is too similar, and there may be a logo that is somewhat similar to the Nike logo that is suspected of "plagiarism". Now Li Ning has decided to get rid of them and change the slogan to Make

the

Change (let the change happen).