Livestrong, the Austin-based cancer nonprofit formerly known as the Lance Armstrong Foundation, has undergone two significant visual identity changes since its founding in 1997. The organization’s current logo, introduced in February 2020, features three dynamic rings in yellow, orange, and blue, replacing the iconic yellow-and-black wordmark that mimicked its famous silicone wristbands.[1]
Design and History
Livestrong began as the Lance Armstrong Foundation, established in 1997 by cyclist Lance Armstrong after his cancer diagnosis.[2] The “Livestrong” name originally functioned as a program within the foundation before becoming the organization’s public identity.[3]
In March 2013, following Armstrong’s doping scandal and his departure from the organization, Livestrong unveiled a revised logo. The update removed Armstrong’s name from the visual identity and added a black bar reading “Foundation” beneath the yellow LIVESTRONG bar.[4] Andy Miller, then executive vice president of operations, described the change as “subtle but substantive,” noting that the positioning of the bars suggested forward and dynamic movement.[5] The yellow color, characteristic of the organization’s wristbands, was retained.[4]
In February 2020, Livestrong announced a full relaunch with a new visual identity. The yellow-and-black logo that echoed the wristband was replaced by a blue background with three rings in orange, blue, and yellow.[1] The new identity was designed by The Butler Bros, a brand strategy and design firm based in Austin, Texas.[6] Butler also modernized the yellow band wordmark by reducing the space between letters and selecting a more functional typeface, improving legibility while directly referencing the organization’s past.[3]
Meaning and Symbolism
The 2020 logo’s three rings carry specific documented meanings. According to Adam Butler, strategic chief at The Butler Bros, the new logo was designed to evoke collaboration. The yellow ring represents the organization’s legacy, the orange ring represents the collaboration with the Livestrong Cancer Institutes, and the blue ring represents the solutions-oriented entrepreneurs and innovators the foundation aims to attract.[7] The rings are composed of numerous dots, forming dynamic circular shapes.[6]
Typography and Design
For the 2020 update, Butler modernized the iconic yellow band logo by reducing the space between the letters and selecting a more functional typeface. The taller and bolder letterforms were chosen to improve legibility and position the brand for the future.[3] The expanded visual toolkit added new typography, colors, and iconography to give the brand flexibility across athletic and scientific communications.[3]
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