No. Lenovo brand assets, sonic or visual, cannot be used to train AI models. Contact the AI governance committee for more information.

Yes, we have an email template and header builder. You can access both from the download links at the top of the templates page.

Check out our merchandise guidance which shows proper placement of the Lenovo logo.

If you want a red shirt, go with a deeper red color, coral or paler red so the signature red logo will stand out.

Visit our Lenovo merch store at lenovo.brandfuel.com. Looking to expand your Lenovo branded merch options? Contact our preferred partner, Brand Fuel, for unique applications and customized orders.

Our corporate PowerPoint templates are updated yearly around the company kickoff in April and again in January with a date update. Sign up for our Unboxing the brand newsletter to be the first to know!

We currently don’t provide corporate Excel templates. However, following these instructions, you can create a custom theme to ensure alignment with our color palette.

We have transformed our brand guidelines into a digital site to keep them fluid and responsive. As our business evolves and the world changes around us, our branding and identity can subtly adapt. The best way to ensure you reference the latest guidance is to reference this site for all your brand needs. Feel free to bookmark it now, as we will continue to update it over time.

The brand identity should be adopted by all brands, BGs, Geos, and corporate functions within the organization to strengthen and unify the Lenovo brand identity.

No.

The brand identity is an initiative to create a famous brand identity for Lenovo that reflects a leading global technology solutions company. The elements are striking, scalable, simple, and sustainable and will strengthen brand recognition over time.

Remember, One Lenovo is internal terminology and should not appear on external-facing assets.

For customized training for your team, fill out this form, and our brand trainer will get back to you shortly. Want to ensure you’re on the distribution list for our next training? Head over to our unboxing the brand page to sign up for our distribution list.

We expect Lenovo employees and agencies to use the resources on Brand World to guide their creative development and execution. Agencies are always welcome to join our visual identity and Unboxing the brand training calls. If you don’t want to miss future training calls, head over to our unboxing the brand page to sign up for our distribution list.

Due to the numerous requests received, allow 1 – 3 business days for brand reviews. Email your designs directly to the Brand Help Desk, including project information & key dates.

As a rule of thumb, not every asset needs a formal brand review, especially if you’ve followed the brand guidance on Brand World. Focus on major shifts, net new projects, first implementation exercises, original designs and high visibility touchpoints and initiatives. Keep it high level and obtain a brand review at the beginning of your project.

Head over to our unboxing the brand page to sign up & see our latest editions.

Use the search function at the top left of the site. For all questions regarding the Lenovo brand, contact the Brand Help Desk.

Yes, fill out this form for brand training, and our brand trainer will get back to you shortly.

Check out the icon library before creating an icon to ensure you’re not duplicating existing artwork. If you need to create an icon, utilize the iconography template and follow the guidance here.

Check out the Icon Library here. For additions to the iconography library, share your icons with the Brand Help Desk to ensure your icon is brand-compliant. The library is updated yearly.

Hover over the image, then click the circular “i” icon to view the metadata and properties. The metadata includes a description of the image and all applicable usage rights, including the expiration date.

Our signature red color is a critical element of our visual identity. Imagery should always use red in a purposeful way, whether to activate a space or draw focus to a subject or audience. Adjust the other colors in the image to align with the brand color palette, and bring balance to the image by adding warmth to the environment to support the role of red.

Yes. The role of red is an important factor and the amount of red should be based on the topic and the message you’re trying to communicate. Reference the imagery guidance for more information.

No. Use the stock photography guidance to ensure brand compliance.

No. We have retired the L-pattern. Use the backgrounds and patterns provided on the pattern page.

No. Only use the alpha block combinations provided on the pattern page.

Right now, we would only like to see the adoption of the combinations on the pattern page. Portal applications are reserved for global strategic events only.

Only use the backgrounds provided on the site.

Only use the backgrounds provided on the pattern page.

Maybe. We’re exploring the need for additional gradients.

No. The B2B shapes are retired. Use the alpha pattern and assets provided on the pattern page.

In the case of joint ventures, partnerships, and relationships with other companies, consider the use of the Lenovo name and trademarks carefully. Review the guidance here, which illustrates how the Lenovo logo and a partner logo can be used together.

Use the sponsorship guidance here.

No. Only use the red Lenovo logo. If you’re using a red-led background, modify the background to ensure sufficient contrast with the Lenovo logo.

No. Only use the red Lenovo logo. If you’re using a red-led background, modify the background to ensure sufficient contrast with the Lenovo logo.

Yes, always use the red Lenovo logo. Never use our signature red as a solid background. Avoid placing the Lenovo logo on areas of our mid-red tones or similar color values in our smarter gradients. Rotate and scale the smarter gradient until the background behind the Lenovo logo allows maximum contrast and legibility.

No. Always use the artwork provided here.

The red logo usage is for graphic applications. Contact the product design team for product ID strategy.

Our rule of thumb is to always use the red Lenovo logo first. If it cannot be used because of a conflict of color with the background or a print limitation, contact the Brand Help Desk.

If a red logo is not possible, contact the Brand Help Desk to access an appropriate solution. Include an image of the request, the type of application and why red is not possible.

Reach out to the Brand Help Desk for assistance.

Yes, check out our Music library, which includes customized tracks for Lenovo.

Understanding that our tracks may not serve every need, follow our music guidelines as you choose your next track and secure legal rights. Although Lenovo Music is usually upbeat, it’s less about specific instrumentation, style, genre or tempo and more about the emotion behind it. Check out our sonic identity here.

Use the office elements toolkit to guide new installations or renovations. If you have questions or need a brand review of mockups, contact the Brand Help Desk.

Our vibrancy will remain. However, the VI is more streamlined and focused on a few colors with deep and pale options.

All display furniture and global retail guidelines are available in the global retail CX playbook.

The Legion and LOQ catalog and core global guidelines are in the global retail CX playbook. Check it out here.

For guidance on retail projects, contact your GEO referral.

You may consider adopting the brand idea as a part of the page template. We also recommend incorporating “smarter” messaging on your web page if relevant.

Yes. However, be careful that the channel partner conforms to all logo lockup guidelines and does not change the position or size of “Smarter technology for all” from the original asset when they adapt it.

Yes. #Smarter

Yes. You must ONLY use language that is:​

• Synchronized with the larger message of your asset.​
• Aligned to the personality of Lenovo or product brand verbal ID.​
• Has purpose and makes sense. Our headlines are essential in helping customers understand what we mean by “Smarter technology for all,” therefore, clarity and relevance are crucial.​

Reach out to the Brand Help Desk if you need clarification.

As long as the message and script reflect “Smarter technology for all,” you can create a spoken version of the brand idea to sign off. Reach out to the Brand Help Desk if you have questions about the style and voice delivery of the brand idea.

For social guidance, visit the Social Hub.

No. Logos should not be created for products, solutions, programs, events or groups. Lenovo is a corporate brand company, and we only have one logo.

Check out the product examples within the visual identity subpages. For campaign assets, expect guidance from the business units.

When we had a complex VI system, it made sense to pick a few colors/patterns/etc. for different verticals. Now that the identity system is simplified, the one system will span across all work.

Our current brand identity shifts us from a highly complex system to a simpler visual identity system that will unify our business. You can still create differentiation with color, imagery, backgrounds and patterns while presenting a cohesive system.

You can download product wordmarks and reference the full guidance here.

Review our brand framework, tone of voice and smarter messages. If you don’t see messaging that works for your purposes, email the Brand Help Desk outlining your need.

Yes. Typefaces are software licensed per user and should not be distributed. For information about how to license a copy of Gotham, click here.

Typefaces are software and are licensed per user, not per company. Unfortunately, our corporate license only covers a limited number of employees, and we do not have any to spare. Teams must rely on their agencies to purchase Gotham for their applications.

Gotham is our preferred corporate font for marketing communications. If licensing is not an option, Arial is our corporate employee-use typeface and can be used as an alternative.

If it’s impossible to use Montserrat in an online application, you may use Arial instead.

Absolutely! Connecting our color palette in type allows the copy to stand out and exemplifies our brand personality.

We prefer solid colors for headlines and body copy to ensure accessibility.

Always use sentence case where possible. Title case should be reserved for titles, column heads and callouts. ALL CAPS should only be used when grammatically correct, representing an acronym or defining typographic hierarchy in long-form content.

Left justified is preferred. Right justified is a second choice. Avoid centered text when possible.

Use the “Smarter technology for all” video end bumper files at the end of all videos. Download links are near the top of the page.

No.

Follow our motion guidance. If you have questions or need a brand review, contact the Brand Help Desk.

Yes. The visual identity and color palette should be applied to videos as well. Like our brand imagery, the video should not be flooded with red but should be used strategically to communicate your message.

Align stock footage with our palette so it feels connected with our brand.

Using deep and pale gradients is okay, but don’t blend them.

Please contact Alison Cronheim for information on the Lenovo “Trackpoint” design system and examples for eCommerce.

Please contact Alison Cronheim for information on the Lenovo “Trackpoint” design system and examples for eCommerce.