Lenovo 2015 Annual Report Download - page 33

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2014/15 Annual Report Lenovo Group Limited
BRAND BUILDING
Lenovo recognizes that just as our business has expanded dramatically, the relationship between consumers and
brands also has changed significantly. Lenovo is no longer just a PC company, and our brand needs to be able to
talk equally to teenagers about phones, SMB owners about PCs, CIOs about servers, and many spaces in between.
We need to redefine our brand at a time when brands no longer can just push out a message through mass
media to gain recognition, but instead are expected to be part of highly nuanced, highly social dialogue in which
consumers drive the conversation. And we need to do this while facing competitors born on the Internet with an
entirely different business model.
To do this, we studied brands that are creating disruption in the marketplace. We found that such brands have a
clear point of view and go to market with a distinct attitude and powerful energy. The good news is that this aligns
well with our identity, our fundamental believe that life rewards those who never stand still. Lenovo is a team that
works incredibly hard because we believe that a day is wasted if we don’t move something forward. The reason
this attitude is so important is that our customers share our “never stand still” approach. Millennials wake up each
morning excited to make progress. And when you look at our professional customers, they share this same energy.
It’s all about showing progress. We believe – and our customers believe – that life rewards those who never stand
still.
Lenovo’s new brand starts with two important components. The first is the new logo, which has two elements. The
word Lenovo now has a more contemporary design to make it easier to read and pronounce. More importantly,
the word is housed in a shape that is meant to be a window into the world that surrounds us. It is designed to be
incredibly flexible so that while the word Lenovo doesn’t change, the images, colors and patterns around it do,
making it dynamic and energetic. Second, the logo has a broad color palette. So in addition to red, black and grey
we’re also using blue, green, orange and pink.
Lenovo officially unveiled its new brand identity at the inaugural Lenovo Tech World in Beijing, and will roll it out
during the upcoming year. This steady roll out will be part of our marketing, our events, our retail environment, our
offices and our products. You’ll start to see this more energetic attitude across everything we do as we continue
our journey to becoming one of the world’s leading, most respected and most recognized personal technology
companies.