Lenovo 2016 Annual Report Download - page 33
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31
2015/16 Annual Report Lenovo Group Limited
BRAND BUILDING
As Lenovo’s business expanded in both size and scope, Lenovo recognized it needed to build a new
relationship between its brand and its consumers. After careful study, Lenovo created a new brand
identity including a new logo and a brand mantra: Never Stand Still.
Lenovo officially unveiled its new brand identity at the inaugural Lenovo Tech World in Beijing. In the year
since then, Lenovo has rolled out its new brand’s look and feel in everything from marketing to events to
retail sites to offices and products. The centerpiece of that roll out was the new Lenovo logo featuring
a more contemporary design housed in a shape using a wide range of colors, images and patterns. This
flexibility gives the logo more energy and allows it to continuously adapt to the ever-changing world of
digital and social media.
But its brand identity is much more than a new logo. It’s about what makes Lenovo, Lenovo. And that
starts with who the Group is for: those with a never stand still attitude. These are the people with a
curiosity, restlessness and determination to make a difference and to make things better. At Lenovo, it
takes that one step farther in that it makes things that are different for the sake of being better. From
our iconic ThinkPad to the YOGA line of convertible devices and tablets with built-in projectors to Moto
smartphones with shatterproof screens, its products always deliver the Wow! factor and make customers’
lives better.
Lenovo’s new brand has been noticed. By customers, consumers and partners. It’s also been noticed by
Interbrand, one of the world’s top branding research firms, which included Lenovo in its influential list of
the 100 Best Global Brands.
This is a great honor, but at Lenovo, the taste of success only makes it hungry for more. It will continue
to build its brand in the year ahead, further extending not only the use of the brand identity, but a unified
creative campaign that will create a closer connection between consumers and its brand. We never stand
still.