LI-NING 1990
李宁 1990

ART DIRECTOR: Guang Yu / Nod Young
DESIGNER: Wen Di
MOTION GRAPHIC: Sun Yanjie
YEAR: 2019 - 2021
CLIENT: LI-NING 李宁

As a national sports brand, LI-NING has a long history. Regarding the brand temperament, we can call it the most dynamic power of youth with the sense of times. The cooperation with LI-NING on the brand project this time revives the old logo of the Chinese characters "李宁牌" (brand of LI-NING) that was popular in early 90's. The old logo bears the memories of a generation, which is the honor and belief of the brand. We have retouched and readjusted the old logo to improve its sense of balance and stability, re-match the design of Chinese characters "李宁牌". This process of being retouched is much like opening a dusty box, and then gently sweeping away the dust to make it shine again.

LI-NING 1990 is a return to national memory and an opportunity to revive an old brand. The launch of LI-NING 1990 proved to be a major brand launch event of the year as it quickly attracted strong media and consumer attention. In our ongoing collaboration with Li-Ning, we have also been involved in the key visual design for LI-NING's Paris Fashion Week 2020 and New Product Release 2021.

作为国民运动品牌，李宁并不年轻。但从品牌的气质来看，李宁却是行业中最有时代感，最富活力的年轻力量。在与李宁新的品牌项目 LI-NING 1990 的合作中，复活了九十年代初期的李宁牌老标。李宁牌老标 承载了一代人的记忆，是品牌的荣誉与信仰。我们重新润色并调整了老标，提升了平衡感和稳定性，同时，重新匹配了LI-NING 1990 英文字体、李宁牌中文标识及辅助图形系统。这个修缮的过程很像打开尘 封已久的盒子，轻轻扫去灰尘，让光华再次绽放。

LI-NING 1990 是国民记忆的回归，更是老品牌重现活力的契机。事实证明，在LI-NING 1990 推出后，迅速引起媒体和消费者的强烈关注，成为年度重要的品牌发布事件。在与李宁的持续合作中，我们还参与了李宁2020年巴黎时装周和李宁2021年新品发布的形象设计。