LENOVO

Lenovo

v1.0 Draft Apr 14, 2015

WW VISUAL
Visual
IDENTITY
Identity
GUIDELINES
Guidelines
THE LOGOS AND GUIDANCE CONTAINED INSIDE THIS DOCUMENT SHOULD NOT
APPEAR IN EXTERNAL COMMUNICATIONS UNTIL JUNE 1, 2015
COnTENTS

CONTENTS
3 OVERVIEW 24 Typography
4 Guideline Intent 25 Typeface
25 Chinese Typeface
5 Logos 26 Lenovo Alphabet
6 Lenovo Logo
6 Lenovo Wordmark 27 Stationery
7 Logo Rotation 28 Letterhead
8 Clear Space 28 Envelopes
8 Minimum Size 29 Business Cards
9 Incorrect Use 30 Email Signature
10 Colored Logos
11 Image Logos 31 Applications
12 Animated Logos 32 Presentation Template
33 Lenovo.com
13 Program Identities 34 Advertising Examples
14 Partner Lockups 35 Lenovo Alphabet Inspired
15 Lenovo Companies 36 Merchandise
16 Lenovo Business Partner Program 39 Real Estate
40 Employee Badge
17 Brand colors
18 Color Palette 41 appendix
42 Trademarks
19 Design elements 43 File Naming & Formats
20 Brand Patterns 44 Document Version Control
21 Lenovo Icons
22 Product Icons
23 Halo Product Photography

Lenovo WW Visual Identity Guidelines v1.0 DRAFT April 14, 2015 2

OVERVIEW

Guidelines
Overview

Lenovo WW Visual Identity Guidelines v1.0 DRAFT April 14, 2015 3

OVERVIEW
Guideline Intent
We are pleased to present the new look and feel for Lenovo.
Never before has Lenovo had such flexibilty and energy behind
it’s brand elements. The range of options in which our brand can
extend across applications will give our company an ownable and
unexpected presence in the marketplace.
The concept for our new logo originated from the desire to have
a digital-first dynamic visual identity system. The content featured
behind the logo will change as the world and our users do. This
enables Lenovo the ability to evolve and stay current with what
conversations are happening today - connecting our technology to
the people who never stand still.
Lenovo strives for excellence in the design of its products,
advertising, exhibition materials, social media presence, web
design and more. This visual identity guideline is a framework which
articulates core elements of the new Lenovo brand and serves as a
tool for designers and creative partners in the development of a wide
variety of brand expressions.
Further assistance on design and identity, including approvals, is
available from the Global Brand & Design team. All design resource
materials listed within this document are available online via Lenovo
Central in Branding Resources.
Related Content
Seasonal campaigns take these guidelines into account but focus
specifically on Lenovo’s advertising look and feel. Each guideline
should be used in conjunction with one another.
External Access
This document has been built with the assumption that the audience
will have access to the Lenovo intranet. If you are an external partner
without access, many of the hyperlinks will not be accessible.
In these instances, please work with your Lenovo contact to collect
the necessary files.
Currently under development, available in the next release:
–– Chinese Logo
–– Packaging
–– On Product
–– Wallpapers
–– Events
–– Brand Internalization concepts
Lenovo WW Visual Identity Guidelines v1.0 DRAFT April 14, 2015 4
Logos

LogoS

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Logos
Lenovo Logo Lenovo Wordmark
DOWNLOAD LENOVO Primary Logo The Lenovo Wordmark is our secondary logo used without a
LOGOS containing shape. This is not our preferred logo, but there are times
The Lenovo Logo is our primary logo that has a white wordmark
within a containing shape. The containing shape allows us to use in specific applications that the containing shape becomes difficult or
DOWNLOAD LENOVO
Wordmarks the logo as a tag – a bit like a fashion brand – and makes application hard to apply.
across multiple media easy by giving our logo room to breathe. It
also allows us to be playful in the way we use our logo, filling the
bounding box with color and images. This is explained more in the
following guidelines.

Lenovo Logo Lenovo Wordmark

IMPORTANT NOTE
The wordmark for each of our two logo versions are different.
The logo version is optically adjusted – bolder with tighter letter
spacing. Never remove the reversed wordmark from the Lenovo
Logo and use in a Wordmark form.

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Logos
Logo Rotation
Preferred Orientation Both the Lenovo Logo and Lenovo Wordmark can be rotated 90º
Whenever possible, consider this version of our logo and wordmark Counter-clockwise as shown here. No other rotation of the logos is
because it gives the Lenovo brand an extra level of uniqueness and allowed at any time.
attitude.
When rotating the Logo or Wordmark, be sure it reads from
bottom to top.

Vertical Logo & Wordmark Incorrect Rotation

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Logos
Clear Space
To preserve the integrity of the Lenovo logo, always maintain a
minimum clear space around the logo. This clear space isolates the
logo from competing graphic elements such as other logos, copy or
photography that may divert attention.
As illustrated below, the clear space for the Lenovo Logo is
measured by using the width of the ‘L’.
Clear space exceptions along an application edge:
As illustrated below, the clear space for the Lenovo Wordmark is
measured by using the height of the ‘L.’
Minimum Size
The Lenovo logo retains its visual strength in a wide range of sizes.
However, when the logo is reproduced too small, it is no longer
legible and its impact is diminished.
For print applications, the Lenovo Logo and
Lenovo Wordmark should never be reproduced in a width smaller
than 15 mm (.6 in).
15mm
For digital applications, the Lenovo Logo and
Lenovo Wordmark should never be reproduced in a width
smaller than 100px at 72dpi.
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Logos
Incorrect Use
01. 02.

Incorrect use of the Lenovo Logo compromises its integrity and

effectiveness. Our logo is more dynamic and flexible than most
corporate identities, however there are still some things that are
not allowed:
03. 04
01. Don’t color the wordmark inside the logo

02. Don’t change the containing shape

03. Don’t outline the logo

04. Don’t make the text black inside the logo

05 06
05. Don’t rotate the logo in any way other than the way outlined in
the logo rotation rules

06. Don’t ouline the bounding box

07. Don’t apply multiple colors

08. Don’t flip the logo or have it read upside down

07 08
09. Don’t distort, reshape or resize the logo elements in any way

10. Don’t change the containing shape

09 10

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logos
Colored Logos
DOWNLOAD LENOVO Lenovo Logo Lenovo Logo: 1-Color
COLORED LOGOS
The Lenovo Logo can appear in any of the brand colors shown In some cases, a 1-Color logo may be required. In those instances
below. The choice of color should be determined by the item or please use one of the options available below.
content the logo is being applied to.

The logo should not have any other color variations than what is
shown here.

Lenovo Wordmark
The Lenovo Wordmark is not our preferred logo. The Master Brand
Logo must be used or tried first in all cases. If the Lenovo Wordmark
is used, it can only appear in either black or white as shown here.

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LOGOS
Image Logos
DOWNLOAD LENOVO The containing shape behind the Lenovo Logo allows us to be be
IMAGE LOGOS playful with our brand- bring it alive, personalise it for specific events,
consumer and commercial audiences and to add artistry.
Below is our first collection of image logos that feature carefully
selected photos and textures. They share a strong energy and
attitude while providing enough contrast for the Lenovo wordmark to
stand out.
These versions should only be used where their size is large enough
to be legible, such as: an event, in retail or onscreen.
Please do not create one of these on your own. Consult with the
Lenovo Global Brand & Design team if your team has a need or
unique idea. Also, check back for additional image logos, as this is
the first installment to our every growing library.

Movement Chinese pottery Concert Light artist

Circuit board Energy City Linear pattern

Blue Connectors Racing team Op art

TrackPoint stems Skater Crowd Galaxy

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LOGOS
Animated Logos
DOWNLOAD LENOVO A collection of animated logos have been creating using various The Lenovo Global Brand & Design team will continue to add to
ANIMATED LOGOS animation styles created to reflect Lenovo’s master and product this collection, so please check back often.
brands. These take advantage of animating the containing shape
and images behind the Lenovo logotype, the goal being to show the
logo as an energetic and vivacious extension of our identity.

1 2 3

4 5 6

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Program Identities

PROGRAM
identities

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Program Identities
Partner Lockups
In the course of doing business, Lenovo may enter into joint
ventures, partnerships and relationships with other companies.
In these cases, the use of the Lenovo name and trademarks must
be carefully considered. The Lenovo identity should always be
retained unless the legal relationship states otherwise.

The lockups shown illustrate how the Lenovo logo and a partner
logo can be used together.

NOTE:
Guidance on Intel and Microsoft alliance partner logos will be made
available in the next Campaign Cookbook.

For directional purpose only. May not be final.

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Program Identities
Lenovo Companies
The mergers and acquisition teams within Lenovo recommend how
to communicate the relationship and prominence that the Lenovo
brand will have in respect to these properties. Examples of brands
where the logos have significance and brand recognition in their
marketplace are shown on the right.

For directional purpose only. May not be final.

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Program identities
Lenovo Business
Partner Program

Business Partner Program Identity

Business Partner Program Certificate Options

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Brand colors

brand
colors

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Brand colors
Color Palette
DOWNLOAD ADOBE COLOR The Lenovo color palette consists of core and secondary colors. Generic reds, grays, oranges, pinks, blues and greens are
SWATCHES The consistent use of these colors will create recognition and unacceptable substitutes for these carefully selected colors.
strengthen the Lenovo brand. Please use colors as specified below for accuracy.

Lenovo Red Black Dark Gray Medium Gray Light Gray

Pantone PMS 485C Pantone PMS Black C Pantone PMS 424C Pantone PMS 400C Pantone PMS Cool Gray 1C

CMYK 5/98/100/0 CMYK 20/0/0/100 CMYK 57/47/48/14 CMYK 23/20/25/0 CMYK 13/10/12/0

RGB 226/35/26 RGB 0/0/0 RGB 111/113/112 RGB 196/190/182 RGB 217/216/214

Web Hex #E2231A Web Hex #000000 Web Hex #6F7170 Web Hex #C4BEB6 Web Hex #D9D8D6

flame Orange Peony Pink Sapphire BLUE style BLUE Envy Green

Pantone PMS 1505C Pantone PMS 218C Pantone PMS 279C Pantone PMS 637C Pantone PMS 360C

CMYK 0/72/100/0 CMYK 4/72/0/0 CMYK 71/37/0/0 CMYK 61/2/7/0 CMYK 61/0/95/0

RGB 255/106/0 RGB 233/107/175 RGB 62/141/221 RGB 74/192/224 RGB 106/191/74

Web Hex #FF6A00 Web Hex #E96BAF Web Hex 3E8DDD Web Hex #4AC0E0 Web Hex #6ABF4A

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Design elements

design
elements

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design elements
Brand Patterns
DOWNLOAD BRAND By repeating the “L” from the Lenovo Logo we’ve created unique
PATTERN NETWORK patterns that are directly related to our brand.
Used in combination with our logos, colors and fonts - these
patterns can achieve an ownable look for Lenovo across many
different forms of media and environments.
ARTWORK NOTE:
Illustrator pattern swatches can be found in the “Swatches” panel.
You can use these swatches to fill any shape with a pattern.
To adjust the scale of the pattern, edit its color or make other
adjustments – double click an individual swatch icon that will open
the pattern in an isolated editing environment
Lenovo WW Visual Identity Guidelines v1.0 DRAFT April 14, 2015 20
design elements
Lenovo Icons
DOWNLOAD LENOVO In some instances, it won’t be ideal to use the Lenovo Logo or
ICONS Wordmark based on size constraints (i.e. Web Favicons, Social
Avatars, etc.) In those instances it might make sense to use the
Lenovo Icons featured below.

Flat Icons Reflection Icons

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design elements
Product Icons
DOWNLOAD MULTIMODE Lenovo’s product iconography is an important extension of our visual
ICONS identity used across software as well as throughout our marketing
Multimode Icons
and event materials. The icons shown below are the most famous of
DONWLOAD DOit APP
ICONS
our library.

Laptop Stand

Tent Tablet

DOit App Icons

Hang Hold

Tablet Stand Tablet Tilt

WRITEit REACHit SHAREit

TV Table

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design elements
Halo Product Photography
When possible, choose photography from our existing collections Product photography can be found on Lenovo Creative Cloud and
that show Lenovo products in dynamic and interesting angles. The MediaBin. Links to these asset management resources are available
photos below exemplify product functionality and design in an artful on the left.
and extraordinary way.

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Typography

typography

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Typography
Typeface Chinese Typeface
DOWNLOAD LENOVO The primary typeface for Lenovo is Helvetica Neue. Helvetica Neue A clean modern typeface is recommended when Chinese
TYPEFACES is a classic typeface that comes in a variety of weights and offers translations are necessary. Han Yi featured below
flexibility of use. Commitment to this typeface will help create a is a good example.
consistent and strong identity.

Helvetica Neue Ultralight

Han Yi Bold
Helvetica Neue Ultralight Italic
Helvetica Neue Light
Helvetica Neue Light Italic Han Yi Medium

Helvetica Neue Roman

Helvetica Neue Roman Italic
Helvetica Neue Medium Han Yi Regular

Helvetica Neue Medium Italic

Helvetica Neue Bold Han Yi Light

Helvetica Neue Bold Italic

Helvetica Neue Heavy
Helvetica Neue Heavy Italic
Helvetica Neue Black
Helvetica Neue Black Italic

Lenovo WW Visual Identity Guidelines v1.0 DRAFT April 14, 2015 25

Typography
Lenovo Alphabet
DOWNLOAD CHINESE A decorative font was created as an additional design element to Some examples are showcased later in the Applications section of
BLOCK INSPIRED FONT infuse Lenovo’s heritage and to add visual depth to our identity. these guidelines.
Possible uses for this would be in a program identity, merchandise,
packaging, etc. It should not be used in lieu of a Lenovo logo or
if a clear brand name needs to be communicated as this is a very
abstract graphic.

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Stationery

stationery

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Stationery
Letterhead Envelopes

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Stationery
Business Cards

Our new business card design will allow employees to order their
cards with all red, or for the more adventurous, a multi color, multi
image printed back set of cards.

Lenovo WW Visual Identity Guidelines v1.0 DRAFT April 14, 2015 29

Stationery
Email Signature
CREATE OFFICAL EMAIL Email Signature Email Stationery & Fonts
SIGNATURE
Consistent use of our electronic Microsoft Outlook email signatures All default fonts in Microsoft Outlook should be set to Arial 10 for
will contribute to a consistent brand language and a common voice brand consistency.
with our outside customers.
Instructions (Outlook 2007):
Email signatures should never be created by individuals. Typefaces, 1. Tools > Options > Mail Format > Stationery and Fonts.
colors, hyperlinks and graphics have been carefully chosen to be
consistent with our visual identity. 2. Under “New Mail Messages” click on Font.
3. Select Arial/Regular/10, then click OK.
4. Repeat step 3 for “Replying or forwarding messages”
5. Click OK.

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Applications

applicationS

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applications
Presentation Template
download It is important to project a consistent image of the company
16x9 Template through our internal and external communications. The corporate
download
presentation template should be used for all electronic presentations.
4x3 Template
The preferred presentation aspect ratio is 16:9 which accommodates
download RESTRICTED most modern computer and presentation screen sizes.
Templates
A 4:3 template is also available for special circumstances.

Printing Tip
When printing 16:9, choose “Scale to fit paper” from print dialogue.
This will ensure the whole slide is printed on your selected paper
size.

Information Security
All presentations should be updated in order to be compliant with
Lenovo Information Security requirements. Presentations containing
restricted content should use the RESTRICTED templates.

Lenovo WW Visual Identity Guidelines v1.0 DRAFT April 14, 2015 32

applications
Lenovo.com
Lenovo.com is one of the most important communicators of our For directional purpose only- not final design
brand. It is a rich, complex, and ever-changing environment that
balances technology with searchable and findable content, designs
that follow corporate and campaign guidelines, and user experiences
that are optimized to convert visitors into customers.

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applications
Advertising Examples
The ad layouts below illustrate how the new branding will be
reflected on our existing advertisements. Sizing is approximate in
proportion to our partner logos which dictate how large our logo can
be in relation to theirs. This guidance will be updated once our new
campaigns are available.

LENOVO

LENOVO

A NEW WAY TO WATCH

A NEW WAY TO CHAT

LENOVO THINKPAD YOGA

LENOVO YOGA TABLET 2 PRO

PERFORMANCE FOR WORK & PLAY

WITH INTEL ® CORE™ i7 PROCESSOR

Client Name: DLKW Lowe Bleed: 5mm @ 50%

Account Name: Lenovo Finished Bleed: 10mm
Description: 70” x 48” File Name: WW Print ad Consumer Lenovo Thinkpad Yoga Big play 2-0 Caucasian Female Tent Vertical FINAL
Spec: Generic (US) Prev File: n/-a
Finished Size: 1778 x 1219.2mm Fonts: Helvetica Neue LT 55 Roman
AW Size: 889 x 609.6mm @ 50%
Finished Safe: n/a
AW Safe: n/a

LENOVO

SMARTPHONE

POWER IN YOUR HANDS

MASSIVE 6 INCH QHD DISPLAY
POWERFUL 16 MP FRONT CAMERA
SUPERFAST SNAPDRAGON PROCESSOR

PERFORMANCE FOR WORK & PLAY

WITH INTEL INSIDE ®

Lenovo WW Visual IdentityBleed:

Client Name: DLKW Lowe
Guidelines
5mm @ 50%
v1.0 DRAFT April 14, 2015 34
Account Name: Lenovo Finished Bleed: 10mm
Description: 70” x 48” File Name: WW Print Ad Consumer Lenovo Yoga Tablet 2 Pro Big Play 2-0 AK Stand Vertical FINAL
Spec: Generic (US) Prev File: n/-a
Finished Size: 1778 x 1219.2mm Fonts: Helvetica Neue LT 55 Roman
AW Size: 889 x 609.6mm @ 50%
applications
Lenovo Alphabet Inspired
By overlaying characters from the Lenovo alphabet across solid
colors and photography, the layering effect produces an edgy and
emotional design language.

Tablet 2
FOUR WAYS TO USE
YOUR TABLET

Yoga Tablet 2’s innovative

design places a battery cylinder
and kickstand on the side of
the device, shifting the center
of gravity and opening up mul-
tiple ways to use it: Hold, Tilt,
Stand, and Hang. That means
there are four different ways to
enjoy media content, games,
and more.

your multi-layered life.

A multi-layered design for

V. X2 —

Your life is multi-layered and

so should be the one device
you take with you everywhere.
Uniquely crafted into three
layers, the VIBE X2 delivers
with MediaTek’s cutting-edge
4G LTE True8Core™ technol-
ogy, brilliant dual cameras,
and innovative accessories.

Lenovo WW Visual Identity Guidelines v1.0 DRAFT April 14, 2015 35

applications
Merchandise
Try using our logo in an interestng way such as a tag on apparel or
computer bags. For legal reasons, do not use a red tag on denim
fabric. All other color tags and materials are acceptable.

Lanyard Badge Clip

Lenovo WW Visual Identity Guidelines v1.0 DRAFT April 14, 2015 36

applications
Merchandise, continued
Great care should be taken when applying the Lenovo visual identity
to merchandise and giveaways. Materials should be high quality and
innovative when appropriate. Here are some well executed examples
of Lenovo branded merchandise.

Smartphone Case Bluetooth Speaker Water Bottle

Lenovo WW Visual Identity Guidelines v1.0 DRAFT April 14, 2015 37

applications
Merchandise, continued

USB Sticks Business Card Holder Towel

Portable Hard Drive Tumbler Laptop Cover

(liquid shows through containing shape)

Lenovo WW Visual Identity Guidelines v1.0 DRAFT April 14, 2015 38

applications
Real Estate
The designs shown below are prototypical and are shown as The brand team will be posting temporary signage solutions within
examples of what signage could look like. Please look for official the 1Q-2Q timeframe.
guidance coming from Lenovo’s real estate team later this year.

Temporary Signage Solutions Permanent Signage Solutions

Exterior Signage: Flags and Window Wraps Exterior Signage: 3D letters with LEDs sit on top of high gloss enamel base

Interior Signage: Wallpaper Interior Signage: Lenovo wordmark above slowly moving visuals

Lenovo WW Visual Identity Guidelines v1.0 DRAFT April 14, 2015 39

applications
Employee Badge
The standard worldwide badge design is shown. Some geographies
may have different technologies built into their badges, such as
security chips, that may require slight shifts in design elements.
In these cases, please use this design as a starting point.

Lenovo Employee

Contractor

Supplier

Lenovo WW Visual Identity Guidelines v1.0 DRAFT April 14, 2015 40

appendix

appendix

Lenovo WW Visual Identity Guidelines v1.0 DRAFT April 14, 2015 41

Appendix
Trademarks
additional A trademark identifies a product or service and distinguishes it
information from the competition. Trademark rights can last forever, but incorrect
use can result in trademark rights being lost. Lenovo protects its
important logos and names by registering them with trademark
offices around the world.

The Lenovo Logo and Lenovo Wordmark are both trademarked and
should be denoted with the notation ™. Proper usage includes a
notation at least once per publication (typically first appearance) and Lenovo and the Lenovo logo are trademarks of Lenovo in the United States, other
always in a prominent position. This is a requirement for external, countries, or both. © 2015 Lenovo, all rights reserved.
customer facing communications and
does not apply to internal campaigns.

Important Note
These guidelines are not intended to be the definitive source for
all copyright and trademark attribution. They should be used in
conjunction with any additional product requirements which may
exist with Lenovo partnerships and licensing specific to your
area of expertise.

Lenovo WW Visual Identity Guidelines v1.0 DRAFT April 14, 2015 42

Appendix
File Naming & Formats
Use this naming convention guide to select the appropriate files
for reproduction.

eps Adobe Illustrator

EPS file
pdf Adobe PDF file
jpg Compressed
image file
png Compressed
Positive POS image file with
Reversed REV transparency

name-POS-color.eps
Lenovo Logo LenovoLogo Black Orange
Lenovo Wordmark LenovoWordmark LightGray Pink
MediumGray DarkBlue
Business Partner LenovoBP
DarkGray LightBlue
Premium Business Partner LenovoPBP
Red Green
Premium Gold Business Partner LenovoPGoldBP

EPS Files PNG Files

EPS files can be imported into or opened through page layout
and illustration software such as Adobe Illustrator, Photoshop or
InDesign. The EPS logos should be used for high-resolution print
applications.
PDF Files
PDF files can be used to ensure documents look the same from
system to system when sharing files with others that don’t have the
same software, platform or fonts.
PNG images are best used with logos, line drawings, icons and
photographs with transparency. (In photos without transparency,
JPEG can be used for smaller file sizes.)
JPG Files
JPG images are best used with photographic or bitmap images.
Care must be taken when working with JPEG images as each
time a JPEG is resaved, more and more compression artifacts are
introduced.

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Appendix
Document Version Control
Document Title: Lenovo Worlwide Visual Identity Guidelines
Cleansheet Version and date: Version 1 May 2015
Owner: Lenovo Global Brand & Design, Morrisville, NC
Authors:
Rebecca Welles, Director Global Brand & Design
rwelles@Lenovo.com
Kathy Palmisano, Senior Designer Global Brand & Design
kathyp@Lenovo.com
Approvers:
David Roman, SVP and Chief Marketing Officer
Quinn O’Brien, VP Brand Strategy, Content & Design
Review Frequency:
Biannually or as change is needed
Change History:
• Version 1- Created by Rebecca Welles, June 2005
• Version 2 - Edited by Rebecca Welles, June 2007
• Version 2.5 - Edited by Eric Crosby, July 2008
• Version 3 - Edited by Rebecca Welles, November 2008
• Version 3.5 - Edited by Rebecca Welles, January 2009
• Version 4 - Edited by Rebecca Welles, September 2009
• Version 5 - Edited by Rebecca Welles, March 2010
• Version 6.1 - Edited by Rebecca Welles, April 2012
• Version 7.0 - Edited by Kathy Palmisano, August 2013
Changes in this version:
• New Lenovo logotype with all new guidance
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