The LIVESTRONG Foundation’s brand has been meticulously built from its inception in 2004. As a designer, I have always been impressed with what they have done with such simplicity. From the name’s word play to the iconic yellow that is its calling card, everything has been finely crafted. The brand revolved around one man’s mystique: someone who triumphed over cancer, came back to reach the pinnacle of his profession (7 times) and is seen as a great inspiration to many.
What happens now that Lance Armstrong has been deemed a doper and stripped of his Tour d’France titles? Will people have the same passion for the movement and cause that was created with the LIVESTRONG brand? Can the foundation that has raised more than $300 million to fight cancer continue with the same success? These are all questions that the LIVESTRONG Foundation is going to have to ask in the coming months. There has been talk of the brand needing to reinvent itself – from a new name to a complete rebranding – to distance itself from its creator and his identity. I’m not sure that Lance stepping down as chairman of the foundation will be enough for people to move forward and let LIVESTRONG continue to support the cause that it was created for.
However LIVESTRONG moves ahead, I hope they do it with the same strong design sensibilites that the brand has been known for over the last 8 years.