Livestrong adds "Foundation" in new logo

03/3/2013 | Advertising Age (tiered subscription model)

The Lance Armstrong-inspired Livestrong Foundation has added the word "foundation" in a change of its logo, echoing a recent change of its legal name. Executive Vice President of Operations Andy Miller, in an annual address, urged members of the foundation to continue on despite the association with the now-disgraced inspiration. "We believe that while changing our mark is a small act, it's a natural step in our evolution and a step towards becoming more us, more clear and doing more work," Miller said.

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