Livestrong rebrand attracts criticism and calls for a logo rethink

Livestrong rebrand attracts criticism and calls for a logo rethink

The Livestrong Foundation has attempted to dull its links to disgraced cyclist Lance Armstrong through a rebrand, but the cancer research organisation’s new logo has been attracted criticism from the design community.

B&T Magazine
Posted by B&T Magazine

Crowdsourcing marketplace DesignCrowd.com said the new logo (pictured) “doesn’t do them justice”.

The site has launched a competition where designers are encouraged to come up with an alternative logo for the chance to win cash prizes.

Andy Miller, Livestrong’s executive vice president of operations, described the changes, which saw ‘Foundation’ added to the organisations name and the word ‘strong’ emboldened, as “subtle” yet “substantive”.

“The positioning of the bars suggests forward and dynamic movement,” he added.

But DesignCrowd’s community disagrees.

“The ‘strong’ part of the name (the obvious link to Armstrong) should not be emboldened…the thinking is that if anything, it should be the ‘live’ part of the logo that is highlighted.”

The competition has received more than 250 submissions.

The creator of the logo that wins first place will nab a $500 prize while the second ranked redesign will win a $250 prize.

See a selection of the submissions below.

Let us know what you think of these and the official rebrand by leaving a comment in the form below.

For more information on the competition click here.