On the 20th Anniversary of the Li-Ning brand, the company has launched a modern update to its familiar “LN” logo which subtly hints at the “Li Ning Cross” gymnastic posture invented by founder Li Ning while also resembling the Chinese character “人” (Ren) which means “people” to help communicate the brand’s sports values to a new generation. Also unveiled is a new brand slogan “Make The Change” which takes over the previous “Anything Is Possible” phrase.

“In recognition of the 20th Anniversary of Li-Ning, the Company felt we needed to become more refreshed, more energetic and unique, proactively inserting our Chinese history into a global audience,” said Jay Li, General Manager of Li-Ning International. “This new logo will hopefully communicate both Li-Ning’s continued evolution into sports culture and our continued pride in our heritage.”

Three years of research went into the creation of the new brand personality and identity. Li-Ning CEO Zhang Zhiyong (seen above, right) says of the brand: “By 2018, we expect the company to be one of the top five sports goods companies in the world.”