AdvoCare International, LLC, is a well-known health and wellness company that provides a variety of high-quality dietary and nutritional supplements. Established in 1993 by Charles E. Ragus, a former football player, in Richardson, Texas, the company has carved a niche for itself and caters to individuals who seek to enhance their health and wellness.
Along with the growth of the company, its logo has also evolved over the years. It reflects the changing values, vision, and market presence of the company. The logo focuses on the quality of products through its champion tagline and swoosh elements. This blog delves into the history and evolution of the AdvoCare logo and explores the design choices it has made over the years and their potential meanings.
The Genesis of the AdvoCare Logo (1993 – 2005)
In 1993, AdvoCare crafted a logo design that was characterised by its simplicity and focus on clarity. It had the capital letter “A” in red with a narrow blue stroke extended diagonally instead of the usual crossbar in the middle. This was enclosed by an oval with a blue outline and white space inside. The bulge of the oval was such that the blue outline appeared thicker on the sides and thinner at the top and bottom. The letter “A” stood firmly on the oval with a thin, inclined leg on the left and a thick one on the right. Below the oval was written the name of the company in thick blue and the tagline “We Build Champions” in thin red italics.
This initial logo lacked any additional design elements, like icons or symbols. However, the overall impression was one of professionalism and straightforwardness. In fact, the logo reflected the commitment of AdvoCare to providing high-quality nutritional and wellness products.
(2005 – Today)
As AdvoCare established itself in the marketplace, its logo went through a transformation in the early 2000s. This period saw dynamism and movement being introduced into the design. In this logo iteration, the capital letter “A” continued to hold centre stage with a combination of blue and white colours. The oval symbol of the original design is replaced by a dynamic swoosh in blue and white, both on top and beneath the letter “A.”
Interestingly, the swoosh resembles the Nike symbol to some extent. Below the swoosh symbol is mentioned the brand name in all capitals. The white letters of the brand name are set against a blue background and are separated from the tagline “WE BUILD CHAMPIONS” with a blue line having rounded ends.
The dynamic curves appear to symbolise growth, energy, and a focus on performance—attributes that align with the potential target audience of AdvoCare—health-conscious individuals. This revamped logo could be interpreted as AdvoCare’s embrace of a more dynamic approach to health and wellness.
The Elements of the AdvoCare Logo
Font
The AdvoCare logo utilises two distinct typefaces. The company name “AdvoCare” is written in a font that closely resembles Serpentine, specifically the Pro Medium Oblique weight. Serpentine is a contemporary serif typeface designed by Dick Jensen in 1972 and is distributed by Linotype. For the tagline “We build champions,” a different font is employed. This particular font may appear similar to Serpentine at first glance. However, the distinction between the letters forming the company name and the tagline becomes evident, especially when it comes to the top of the letter “A.”
Colour
The primary colour of the logo is solid blue, which is identified as Pantone 2748 in the Pantone Colour Matching System. This blue is frequently paired with white in various configurations, depending on the background. When blue cannot be used, a black-and-white version is made available as an alternative. Besides, the official logo guidelines also specify a combination of white and grey (Pantone Cool Grey 6C) as one of the approved colour options.
Finally
The AdvoCare logo proves the ability of the company to adapt and grow in a constantly changing market. Right from its inception in 1993 to its 30th anniversary celebration in 2023, each iteration of the logo has reflected the values, mission, and vision of the brand.