Livestrong Tweaks Logo To Move Past The Lance Armstrong Scandal

In an attempt to further separate itself from its infamous founder Lance Armstrong, Livestrong unveiled a subtle new logo that will hopefully rally consumers away from the doping scandal.

The old logo looked like this:

livestrong logo old

Photo: Livestrong

But it often came with the subtitle, “The Lance Armstrong Foundation.”

livestrong logo lance armstrong

Photo: Livestrong

But last week, EVP of operations Andy Miller revealed the new logo that emphasises that Livestrong is a cancer fighting foundation rather than an extension of the disgraced cyclist.

livestrong new logo 2013

Photo: Livestrong

Miller noted, “The change is subtle, but it is substantive. The positioning of the bars suggests forward and dynamic movement.”

Armstrong officially cut all ties with his cancer-fighting organisation in November to try to diminish the blow to the charity from his drugs scandal.

Livestrong itself has also tried to separate its association with Armstrong to avoid fallout, issuing a statement in January (following the famous Oprah interview) that it was “disappointed” in Armstrong but still “grateful” for his charitable work.

Do you think that the new logo helps create a new image for the brand, or is it too subtle?

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