LGC and the entire Informed Sport team is proud to officially share the new look for our Informed Sport programme. For the past year, we have performed heavy market research to find out exactly what our customers want and need from the Informed Sport certification programme. Along with this, we invested resources to advance testing technology and to increase our marketing presence.
The Informed Sport logo received a visual refresh in order to reflect the new slogan of the programme, “We Test. You Trust.” As you can see below, we kept the same familiar running man while including the slogan to modernise the logo. Keep in mind, we will be recognising both the old and new logo for the next 18 months to give brands time to update packaging and for supplement users to familiarise themselves with the new look.
A main focus of the rebrand is to better educate supplement users on Informed Sport and the robustness of the programme. Informed Sport is the only third-party banned substance testing and certification programme that tests every single batch of a product prior to it being released to market. To make this clear to athletes and other supplement users, we’ve strengthened our on-pack messaging to aid in consumer understanding by creating an on-pack descriptor that can now be included on Informed Sport certified products. The descriptor lets supplement users know what Informed Sport certified means and they can now, without question, know the product has been thoroughly tested for banned substances.
We’re investing over $2 million behind the introduction of new High Resolution Accurate Mass (HRAM) platforms. This new equipment and technology in our laboratories will allow further expansion of LGC’s extensive screening programmes and will help address more new and emerging threats. Screen expansion will move to a more regular release basis, while maintaining our current high levels of service delivery to our customers. This investment will also improve diagnostic capabilities for complex sample matrices and will allow retrospective data review – giving potential to immediately assess risk if new threats are identified.
With new logos and advanced technology comes updated marketing materials. We were lucky to work with renowned sports photographer Philip Haynes to develop a bespoke visual language that is meant to spark excitement behind the brand. These are real up-and-coming athletes who personally benefit from the Informed Sport programme. The Informed Sport marketing team will also be working hard to provide our brands and their customers with educational materials related to supplement safety and the testing process. A re-designed and more user-friendly website for our Informed Family of brands and services is also currently in development.
This new visual identity represents the bright future of the Informed Sport programme. With the new logo and product on-pack descriptor, both clients and the end consumer will fully understand what the Informed Sport programme is. It will also serve to differentiate itself from our retail monitoring programme, Informed Choice, which also received a branding refresh. The programme is now even more robust than before with the new HRAM platforms and its expanded screening processes. All of this is tied together with new marketing materials meant to showcase the Informed Sport programme as the leading third-party banned substance testing and certification programme available. Join us in celebration of the new look of Informed Sport by sharing on social media with #WeTestYouTrust.
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