Rebranding a global tech giant
Simple and spirited
As the world’s largest PC manufacturer, Lenovo felt hamstrung by its visual identity, a relic of a company that had been driven more by engineering than design. The global CMO wanted a brand that reflected the dynamic, design-led business Lenovo had become.
Our research on four continents revealed that while consumers appreciated Apple-like simplicity, they also yearned for colour, energy and fun in their lifestyle brands. This led to an elegant, simplified wordmark, held within a containing device that allowed the logo to behave more like a fashion label, bringing both sophistication and a playfulness to the brand.
The new identity enthusiastically endorsed by the business and staff globally. Launched first internally to ensure smooth rollout, it has been embraced by Lenovo’s customers and has provided a focus for internal culture change.