Advocare logo

advocare logo

The American multi-level marketing company AdvoCare sells a variety of dietary supplement products. The design of the company logo, with the swoosh elements and “Champion” tagline, emphasizes the quality of its products and reminds that they have been endorsed by renowned sportsmen.

Meaning and history Advocare logo

history Advocare logo

AdvoCare International, L.P. was established in 1993. Its name stands for “Advocates Who Care.” Its founder was Charles Ragus, who used to play defensive end for the professional football team Kansas City Chiefs before starting work as MLM distributor.

Today, AdvoCare boasts a network of around 625,000 distributors and several lines of dietary supplements.

Old symbol

Advocare symbol

While the old AdvoCare logo had virtually the same shape as the current one, there were a couple of notable differences. The most visible one was the palette, which was more diverse on the previous emblem. In addition to dark blue and white, it also included light blue and red. Also, the tagline was different; here it read: “Health, Hope, and a Future.”

We should also point out that the company once used a logo of a different shape. Here, a taller and thinner “A” appeared over an ellipse (not inside a swoosh), while the shade of blue was darker.

Current emblem

Advocare emblem

A bold capital “A” in white or blue takes center stage on the current emblem. There’s a dynamic swoosh design above and below the letter. The swoosh looks slightly like a rounded version of Nike’s one.

Tagline

Advocare logo

While the full AdvoCare logo appears with the tagline “We build champions,” it can also be used without the text, according to the official brand guidelines. Moreover, the text part of the emblem (i.e., without the swoosh “A”) is often used as a standalone logo.

To justify the right to use such a tagline, the company has been pretty active in contracting celebrity endorsers and sponsoring professional sports. One of AdvoCare’s most popular spokesmen has been New Orleans Saints quarterback Drew Brees.

It has partnered with Major League Soccer team FC Dallas, the Independence Bowl in Shreveport, several NASCAR racing teams, and more. Sponsorship and endorsements have helped the company to establish a positive image for its products, which is emphasized by the “Champion” slogan.

Font

pink advocare logo

The type used for the word “AdvoCare” looks exactly like Serpentine (presumably in the Pro Medium Oblique weight), which is a contemporary serif type designed in 1972 by Dick Jensen and published by Linotype.

However, there’s more than one font featured on the AdvoCare logo. While, at first glance, the type used for the tagline “We build champions” may resemble Serpentine, in fact, it’s a different font. The difference can be clearly seen, for instance, in the way the top of the “A” is designed.

Colors

advocare logo

The primary color is solid blue, which goes under the code 2748 in the Pantone Color Matching System. The blue is paired with white in a variety of ways, depending on the background. In case blue can’t be used, a black-and-white version is possible. The official logo guidelines also mention a combination of white and grey (PMS Cool Gray 6C) among available color choices.