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China's sports goods giant LI-NING unviles new logo and slogan

07-01-2010 08:33 BJT

BEIJING, June 30 (Xinhua) -- With the momentum of remarkable growth in recent years, China's sports goods industry giant LI-NING unveiled revitalization here on Wednesday by changing its logo and slogan.

The LI-NING brand, founded in 1990 in the name of Chinese famous Gymnast Prince Li Ning, has become an accomplished leader in sports brands in China with rapid development. It ranked No. 2 nationwide in sports good selling in 2009.

Li, three-time Olympic champion in 1984, said:"I have a dream that to make the real sport for real sport lovers. During my experience over the last 20 years, I realized it is good to make a change."

Taking reference with its in-depth research into the maturity cycle of the market, industry growth drivers, competition landscape analysis and positioning and consumption trends, the brand adopted a re-invention approach.

The new logo seems displays a modern interpretation of the iconic attributes of the original logo in a modern designed Chinese language. Not only has the new logo narrated the rich visual heritage of the classic "LN" symbol, it has also abstractly outlined the "Li Ning Cross" gymnastic posture invented by Li Ning.

The new slogan "Make The Change" is adapted from a new brand manifesto that speaks out the evolution from "dare to think" to "dare to do", encouraging everybody to embrace changes and breakthroughs. Enditem

Editor:Xiong Qu |Source: Xinhua

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