Brand Identity, Story, Guidelines, & Packaging
The unifying design theme and concept behind the Li-Ning brand identity system is based on the fundamental belief that sport is for everyone, not just the elite few—it is "Sport for All". Sport is a part of daily life, and the two are fully integrated. The new Li-Ning visual identity represents a modern, optimistic and proud Chinese brand—one that is ready to lead China onto the global stage, while inspiring the Gen-1 Creator through inclusivity, community and individual expression.
The logo itself was one of the last things we did as part of the revitalization of the Li-Ning brand experience. Symbology in China is much more subtle and deeper in meaning than it is in the west, and we knew the (previous) logo was a very personal thing to Mr. Li Ning himself. We had a few very significant challenges with making a change, but we had even greater imperatives to do so. With all the work that was being done from a product and retail perspective, it was important that the logo represent that in some way and to provide canvas for new equities to take hold. The new Li-Ning logo is a graceful evolution of the old. Derived from the Chinese character for 'People', the logo combines strength and stability, embracing and emerging, simplicity and modernity.
