diff --git a/docs/README.md b/docs/README.md
index cc57d03e8..48dc104c7 100644
--- a/docs/README.md
+++ b/docs/README.md
@@ -1,28 +1,47 @@
-[![contributions welcome](https://img.shields.io/badge/contributions-welcome-brightgreen.svg?style=flat)](https://github.com/kubernetes-sigs/aws-load-balancer-controller/issues)
-![status is ga](https://img.shields.io/badge/status-ga-brightgreen?style=flat)
-![GitHub issues](https://img.shields.io/github/issues-raw/kubernetes-sigs/aws-load-balancer-controller?style=flat)
-![GitHub](https://img.shields.io/github/license/kubernetes-sigs/aws-load-balancer-controller?style=flat)
-
-
-![GitHub go.mod Go version](https://img.shields.io/github/go-mod/go-version/kubernetes-sigs/aws-load-balancer-controller)
-[![Go Report Card](https://goreportcard.com/badge/github.com/kubernetes-sigs/aws-load-balancer-controller)](https://goreportcard.com/report/github.com/kubernetes-sigs/aws-load-balancer-controller)
-![GitHub watchers](https://img.shields.io/github/watchers/kubernetes-sigs/aws-load-balancer-controller?style=social)
-![GitHub stars](https://img.shields.io/github/stars/kubernetes-sigs/aws-load-balancer-controller?style=social)
-![GitHub forks](https://img.shields.io/github/forks/kubernetes-sigs/aws-load-balancer-controller?style=social)
-
-<p>
-    <img src="assets/images/aws_load_balancer_icon.svg" alt="AWS LoadBalancer Logo" width="200" />
+<p align="center">
+    <img src="assets/images/kubernetes_icon.svg" alt="Kubernetes logo" width="200" />
+    <img src="assets/images/aws_load_balancer_icon.svg" alt="AWS Load Balancer logo" width="200" />
+</p>
+<p align="center">
+    <strong>
+        A
+        <a href="https://kubernetes.io/">Kubernetes </a>
+        controller for
+        <a href="https://aws.amazon.com/elasticloadbalancing/">Elastic Load Balancers</a>
+    </strong>
 </p>
+<p align="center">
+    <a href="https://github.com/kubernetes-sigs/aws-load-balancer-controller/issues">
+        <img src="https://img.shields.io/badge/contributions-welcome-brightgreen.svg?style=flat" alt="contributions welcome"/>
+    </a>
+    <a href="https://github.com/kubernetes-sigs/aws-load-balancer-controller/issues">
+        <img src="https://img.shields.io/github/issues-raw/kubernetes-sigs/aws-load-balancer-controller?style=flat" alt="github issues"/>
+    </a>
+    <img src="https://img.shields.io/badge/status-ga-brightgreen?style=flat" alt="status is ga"/>
+    <img src="https://img.shields.io/github/license/kubernetes-sigs/aws-load-balancer-controller?style=flat" alt="apache license"/>
+</p>
+<p align="center">
+    <a href="https://goreportcard.com/report/github.com/kubernetes-sigs/aws-load-balancer-controller">
+        <img src="https://goreportcard.com/badge/github.com/kubernetes-sigs/aws-load-balancer-controller" alt="go report card"/>
+    </a>
+    <img src="https://img.shields.io/github/watchers/kubernetes-sigs/aws-load-balancer-controller?style=social" alt="github watchers"/>
+    <img src="https://img.shields.io/github/stars/kubernetes-sigs/aws-load-balancer-controller?style=social" alt="github stars"/>
+    <img src="https://img.shields.io/github/forks/kubernetes-sigs/aws-load-balancer-controller?style=social" alt="github forks"/>
+    <a href="https://hub.docker.com/r/amazon/aws-alb-ingress-controller/">
+        <img src="https://img.shields.io/docker/pulls/amazon/aws-alb-ingress-controller" alt="docker pulls"/>
+    </a>
+</p>
+
 
-## AWS LoadBalancer Controller
+## AWS Load Balancer Controller
 
-AWS LoadBalancer Controller is a controller to help manage Elastic Load Balancers for a Kubernetes cluster.
+AWS Load Balancer Controller is a controller to help manage Elastic Load Balancers for a Kubernetes cluster.
 
   - It satisfies Kubernetes [Ingress resources](https://kubernetes.io/docs/concepts/services-networking/ingress/) by provisioning [Application Load Balancers](https://docs.aws.amazon.com/elasticloadbalancing/latest/application/introduction.html).
   - It satisfies Kubernetes [Service resources](https://kubernetes.io/docs/concepts/services-networking/service/) by provisioning
 [Network Load Balancers](https://docs.aws.amazon.com/elasticloadbalancing/latest/network/introduction.html).
 
-This project was formerly known as "AWS ALB Ingress Controller", we rebranded it to be "AWS LoadBalancer Controller".
+This project was formerly known as "AWS ALB Ingress Controller", we rebranded it to be "AWS Load Balancer Controller".
 
   - AWS ALB Ingress Controller was originated by [Ticketmaster](https://github.com/ticketmaster) and [CoreOS](https://github.com/coreos) as part of Ticketmaster's move to AWS and CoreOS Tectonic. Learn more about Ticketmaster's Kubernetes initiative from Justin Dean's video at [Tectonic Summit](https://www.youtube.com/watch?v=wqXVKneP0Hg).
 
diff --git a/docs/assets/images/aws_load_balancer_icon.svg b/docs/assets/images/aws_load_balancer_icon.svg
index b79b920f8..105c45197 100644
--- a/docs/assets/images/aws_load_balancer_icon.svg
+++ b/docs/assets/images/aws_load_balancer_icon.svg
@@ -1,18 +1,7 @@
 <?xml version="1.0" encoding="UTF-8"?>
-<svg width="80px" height="80px" viewBox="0 0 80 80" version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink">
-    <!-- Generator: Sketch 64 (93537) - https://sketch.com -->
-    <title>Icon-Architecture/64/Arch_Elastic-Load-Balancing_64</title>
-    <desc>Created with Sketch.</desc>
-    <defs>
-        <linearGradient x1="0%" y1="100%" x2="100%" y2="0%" id="linearGradient-1">
-            <stop stop-color="#4D27A8" offset="0%"></stop>
-            <stop stop-color="#A166FF" offset="100%"></stop>
-        </linearGradient>
-    </defs>
-    <g id="Icon-Architecture/64/Arch_Elastic-Load-Balancing_64" stroke="none" stroke-width="1" fill="none" fill-rule="evenodd">
-        <g id="Icon-Architecture-BG/64/Networking-Content-Delivery" fill="url(#linearGradient-1)">
-            <rect id="Rectangle" x="0" y="0" width="80" height="80"></rect>
-        </g>
-        <path d="M30,53 C22.832,53 17,47.168 17,40 C17,32.832 22.832,27 30,27 C37.168,27 43,32.832 43,40 C43,47.168 37.168,53 30,53 M60,59 C60,61.206 58.206,63 56,63 C53.794,63 52,61.206 52,59 C52,56.794 53.794,55 56,55 C58.206,55 60,56.794 60,59 M56,17 C58.206,17 60,18.794 60,21 C60,23.206 58.206,25 56,25 C53.794,25 52,23.206 52,21 C52,18.794 53.794,17 56,17 M59,36 C61.206,36 63,37.794 63,40 C63,42.206 61.206,44 59,44 C56.794,44 55,42.206 55,40 C55,37.794 56.794,36 59,36 M44.949,41 L53.09,41 C53.568,43.833 56.033,46 59,46 C62.309,46 65,43.309 65,40 C65,36.691 62.309,34 59,34 C56.033,34 53.568,36.167 53.09,39 L44.949,39 C44.823,37.099 44.344,35.297 43.572,33.654 L52.446,25.823 C53.442,26.559 54.669,27 56,27 C59.309,27 62,24.309 62,21 C62,17.691 59.309,15 56,15 C52.691,15 50,17.691 50,21 C50,22.256 50.389,23.421 51.051,24.386 L42.581,31.859 C39.904,27.738 35.271,25 30,25 C21.729,25 15,31.729 15,40 C15,48.271 21.729,55 30,55 C35.271,55 39.904,52.262 42.581,48.141 L51.051,55.614 C50.389,56.579 50,57.744 50,59 C50,62.309 52.691,65 56,65 C59.309,65 62,62.309 62,59 C62,55.691 59.309,53 56,53 C54.669,53 53.442,53.441 52.446,54.177 L43.572,46.346 C44.344,44.703 44.823,42.901 44.949,41" id="Elastic-Load-Balancing_Icon_64_Squid" fill="#FFFFFF"></path>
+<svg width="48px" height="48px" viewBox="0 0 48 48" version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink">
+    <title>Icon-Resource/Networking-and-Content-Delivery/Res_AWS-Elastic-Load-Balancing_Network-Load-Balancer_48_Light</title>
+    <g id="Icon-Resource/Networking-and-Content-Delivery/Res_AWS-Elastic-Load-Balancing_Network-Load-Balancer_48" stroke="none" stroke-width="1" fill="none" fill-rule="evenodd">
+        <path d="M24.0015,44.0029 C12.9725,44.0029 3.9995,35.0299 3.9995,24.0009 C3.9995,12.9729 12.9725,3.9999 24.0015,3.9999 C35.0295,3.9999 44.0025,12.9729 44.0025,24.0009 C44.0025,35.0299 35.0295,44.0029 24.0015,44.0029 L24.0015,44.0029 Z M24.0015,1.9999 C11.8695,1.9999 1.9995,11.8689 1.9995,24.0009 C1.9995,36.1329 11.8695,46.0029 24.0015,46.0029 C36.1335,46.0029 46.0025,36.1329 46.0025,24.0009 C46.0025,11.8689 36.1335,1.9999 24.0015,1.9999 L24.0015,1.9999 Z M29.0835,23.2939 C29.4745,23.6849 29.4745,24.3169 29.0835,24.7079 L26.1405,27.6539 L24.7265,26.2399 L25.9645,25.0009 L18.7505,25.0009 L18.7505,23.0009 L25.9645,23.0009 L24.7265,21.7619 L26.1405,20.3479 L29.0835,23.2939 Z M32.0015,35.2519 L35.2515,35.2519 L35.2515,32.0019 L32.0015,32.0019 L32.0015,35.2519 Z M36.2515,30.0019 L31.0015,30.0019 C30.4485,30.0019 30.0015,30.4489 30.0015,31.0019 L30.0015,36.2519 C30.0015,36.8049 30.4485,37.2519 31.0015,37.2519 L36.2515,37.2519 C36.8045,37.2519 37.2515,36.8049 37.2515,36.2519 L37.2515,31.0019 C37.2515,30.4489 36.8045,30.0019 36.2515,30.0019 L36.2515,30.0019 Z M17.6665,18.7409 L24.9615,14.8909 L23.3945,14.4659 L23.9175,12.5359 L27.9365,13.6249 C28.4695,13.7699 28.7835,14.3179 28.6395,14.8519 L27.5505,18.8729 L25.6205,18.3499 L26.1085,16.5469 L18.6005,20.5109 L17.6665,18.7409 Z M32.0015,16.0009 L35.2515,16.0009 L35.2515,12.7509 L32.0015,12.7509 L32.0015,16.0009 Z M36.2515,10.7509 L31.0015,10.7509 C30.4485,10.7509 30.0015,11.1979 30.0015,11.7509 L30.0015,17.0009 C30.0015,17.5539 30.4485,18.0009 31.0015,18.0009 L36.2515,18.0009 C36.8045,18.0009 37.2515,17.5539 37.2515,17.0009 L37.2515,11.7509 C37.2515,11.1979 36.8045,10.7509 36.2515,10.7509 L36.2515,10.7509 Z M8.3455,27.3469 L15.0355,27.3469 L15.0355,20.6569 L8.3455,20.6569 L8.3455,27.3469 Z M16.0355,18.6559 L7.3455,18.6559 C6.7925,18.6559 6.3455,19.1039 6.3455,19.6559 L6.3455,28.3469 C6.3455,28.8989 6.7925,29.3469 7.3455,29.3469 L16.0355,29.3469 C16.5885,29.3469 17.0355,28.8989 17.0355,28.3469 L17.0355,19.6559 C17.0355,19.1039 16.5885,18.6559 16.0355,18.6559 L16.0355,18.6559 Z M28.6395,33.1499 C28.7835,33.6839 28.4695,34.2319 27.9365,34.3769 L23.9175,35.4669 L23.3945,33.5369 L24.9625,33.1119 L17.6665,29.2619 L18.6005,27.4919 L26.1085,31.4549 L25.6205,29.6519 L27.5505,29.1289 L28.6395,33.1499 Z M32.0015,25.6259 L35.2515,25.6259 L35.2515,22.3759 L32.0015,22.3759 L32.0015,25.6259 Z M36.2515,20.3759 L31.0015,20.3759 C30.4485,20.3759 30.0015,20.8229 30.0015,21.3759 L30.0015,26.6259 C30.0015,27.1789 30.4485,27.6259 31.0015,27.6259 L36.2515,27.6259 C36.8045,27.6259 37.2515,27.1789 37.2515,26.6259 L37.2515,21.3759 C37.2515,20.8229 36.8045,20.3759 36.2515,20.3759 L36.2515,20.3759 Z" id="AWS-Elastic-Load-Balancing_Network-Load-Balancer_Resource-Icon_light-bg" fill="#4D27AA"></path>
     </g>
 </svg>
\ No newline at end of file