Livestrong tweaks its logo: Too little, or too soon?

Branding and PR experts say the change won’t divorce the foundation from founder Lance Armstrong in people’s minds. However, more drastic changes could create their own problems.

The Livestrong Foundation’s new logo doesn’t look all that different from its old one. The major addition is a black bar with the word “Foundation” in it, and the only obvious deletion is the name of the cancer charity’s founder, Lance Armstrong.

In his statement about the new logo, Livestrong’s executive vice president of operations, Andy Miller, didn’t mention Armstrong by name, he but implied the brand is moving on from something or someone.

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

Will the public catch on that Livestrong is moving on? PR experts say it likely won’t make a difference. They warn, also, that now really isn’t the time for the foundation to overhaul its public image.

“What will really make a difference for Livestrong isn’t how they look, it is what they do,” says Tripp Frohlichstein of MediaMasters Training. “This is a case where they will be judged by deeds, not design.”

Minor impact

The logo remains very similar to the previous version, Frohlichstein notes.

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