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.
The History of AdvoCare
AdvoCare International, LLC, is an American dietary supplement company that was established in 1993 by Charles Ragus, a former NFL player and insurance executive. Based in Richardson, Texas, the company aimed to provide high-quality nutritional supplements to help individuals achieve their health and fitness goals. The brand name “AdvoCare” represents “Advocates Who Care,” to reflect the commitment of Ragus to support the aspirations of people.
Initially, AdvoCare employed a multi-level marketing (MLM) strategy, which allowed distributors to earn income by selling products and recruiting new distributors. This approach, however, drew criticism and accusations of operating as a pyramid scheme, which prioritises recruitment over product sales.
In 2015, the U.S. Federal Trade Commission (FTC) took legal action against AdvoCare based on the allegation that the company was running an illegal pyramid scheme. The FTC claimed that the Multi-Level Marketing system of AdvoCare primarily benefited existing distributors at the cost of new entrants. Additionally, the company was accused of falsely marketing its products as having therapeutic or healing properties, which violated legal standards.
AdvoCare settled the lawsuit with the FTC in 2016 by agreeing to pay a penalty of $100 million and modify its business practices. The company pledged to not make any inaccurate or misleading claims about its products. It also agreed to restructure its operations.
Following the settlement, AdvoCare moved away from multi-level marketing. Now, the company sells its products directly to consumers through its website and a network of retail partners. This new approach has enabled AdvoCare to continue operating and growing while expanding its reach in the dietary supplement market.
Interesting Facts About AdvoCare
- AdvoCare was founded in 1993 by Charles E. Ragus, who named the company to show his commitment for care after being an advocate. The company operates on ten guiding principles that emphasise faith, family, integrity, excellence, and personal growth.
- AdvoCare specializes in premium nutritional, weight-management, and sports-performance products. It is backed by credible scientific research and a renowned Scientific and Medical Advisory Board.
- The AdvoCare Sports Advisory Council consists of top strength and conditioning coaches and athletic trainers who consult on product development. This ensures innovation and effectiveness for athletes.
- AdvoCare partners with Informed-Choice to certify its products are free from banned substances. Its laboratory adheres to World Anti-Doping Agency (WADA) standards to make it a trusted name among athletes.
- The AdvoCare Foundation addresses childhood obesity by supporting organizations that promote health and safety for children.
- AdvoCare has been ranked among the best places to work in North Texas and its CEO, Christina Helwig, was recognized as one of Dallas Business Journal’s C-Suite Leaders in 2024.
- AdvoCare recently expanded its retail footprint by launching its flagship product, AdvoCare Spark®, at major national retailers.
- The company prioritizes high-quality ingredients sourced from reputable suppliers and conducts business with dealers adhering to strict ethical standards.
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.