Find answers to common questions about brand guidance, assets, approvals, and applications.
Brand elements
Logo
When should I use the Lenovo logo versus the wordmark?
Use the wordmark for physical on-product branding. Use the Lenovo logo for all other applications.
When should I use the logo versus the logo lockup?
Use the option that works best within the composition and available space while following the logo guidance.
Can I create a logo for my team, event, or program?
No. Use the corporate Lenovo logo and approved wordmarks instead.
How should partner or third-party logos be handled?
Follow the partnership and co-branding guidance on the logo page.
How should sponsorships be represented?
Follow the sponsorship guidance on the logo page.
Can I use infill or alternate-color logos?
No. Use the red Lenovo logo. Adjust the background when needed to maintain contrast and legibility.
Can the Lenovo logo appear on red backgrounds?
Avoid low-contrast placements. Adjust the background so the logo remains clear and legible.
Can I modify the Lenovo logo?
No. Use the approved artwork provided on the logo page.
What if the red logo cannot be used because of print or production limitations?
Use an approved single-color logo (black or white). Contact the Brand Help Desk for additional guidance on alternate logo applications.
Where can I find partner logos?
Contact the Brand Help Desk.
Color
Can I use colors outside of the brand palette?
Use colors from the approved palette. Pantone, CMYK, RGB, RAL, and Hex values are available on the color page.
Can green be used to support sustainability messaging?
Yes. Green can appear within imagery, but primary design elements should continue to use the approved palette.
Can red be used more selectively in certain markets or industries?
Yes. The red logo should still be used, but red doesn’t need to dominate the design. Apply it thoughtfully based on the message and context.
Typography
Which fonts should I use?
- Use Gotham for campaigns and print.
- Use Montserrat for web.
- Use Arial for shareable documents such as Word files, emails, and PowerPoint presentations.
Does Gotham require a license?
Yes. Gotham is licensed per user and should not be distributed or shared. Purchase Gotham.
Is there a corporate Gotham license?
No general-use corporate license is available.
Can Arial be used instead of Gotham?
Yes. Arial is the approved font for employee use and shareable documents such as Word files, emails, and PowerPoint presentations.
Can Gotham or Arial be used on the web?
Use Montserrat for web whenever possible. If Montserrat is not available, Arial may be used.
Should text use sentence case, title case, or all caps?
Sentence case is preferred by default.
Can typography use color?
Yes. Use color thoughtfully to support hierarchy, emphasis, accessibility, and legibility.
Can gradients be used in typography?
Yes, when accessibility and legibility are maintained. Avoid low-contrast applications and use gradients thoughtfully against the background.
Should text be left aligned?
Left alignment is preferred in most applications, but alignment should support the overall composition, readability, and user experience.
Imagery, backgrounds and patterns
Where can I find product photography?
Employees can access product photography through AEM. Agencies can access product photography through Brand Portal. For help locating specific assets, contact the relevant business unit team.
How do I check image usage rights or expiration dates?
Open the asset metadata to view usage rights, restrictions, and expiration details.
Should lifestyle photography include red?
Yes. The amount of red can vary, but it should appear in a purposeful way.
Can I use stock photography?
Yes. Follow the stock photography guidance to align imagery with the brand.
Can I create new alpha block combinations?
Use the approved alpha block combinations provided on the patterns page.
Can imagery appear inside alpha blocks?
Use only the approved alpha block configurations provided on the patterns page.
Icons
Can I create custom icons?
Check the icon library first to avoid duplicating existing artwork. If you need a new icon, use the iconography template and follow the icon guidance.
Can I use platform-native icons in systems like Workday or Salesforce?
Yes. Platform-native icons may be used within system interfaces such as Workday or Salesforce.
Illustration
How should illustrations or animations be handled?
Use illustration and animation selectively, and follow the illustration guidance for color, composition, and style.
Sonic identity
Is branded music available?
Yes. Visit the Music Library for approved tracks.
Can I use music outside the Music Library?
Yes, as long as the appropriate legal rights are secured. Focus on the emotional fit of the track and ensure it aligns with our sonic identity.
Brand architecture
Subbrands, solutions, and services
Can I create a logo for an internal program?
No. Use the corporate Lenovo logo and approved wordmarks only.
Can industries like healthcare or education create separate identity systems?
No. The visual identity system is designed to scale across audiences, industries, and markets.
Where can I find subbrand examples and applications?
See the visual identity pages and product examples throughout Brand World.
Does the visual identity apply to Legion?
Yes. Legion aligns with the broader visual identity system while adapting for gaming audiences.
How should products and solutions be differentiated?
Use color, imagery, backgrounds, and patterns to create distinction within a unified visual system.
Where can I find product wordmarks?
Download approved wordmarks from the wordmarks page.
Motorola
How should Motorola and Lenovo logos appear together?
Use the Lenovo logo with the “Motorola: A Lenovo company” lockup. See the wordmarks page for guidance and downloads.
Does the Lenovo visual identity apply to Motorola?
No. Motorola maintains its own visual identity system.
Where can I find Motorola assets and guidelines?
Contact the Motorola Brand Team at MBGbrandteam@lenovo.com.
Brand messaging
Smarter technology for all
Can “Smarter technology for all” be used in partner marketing?
Use the approved Lenovo logo or partner configuration for partner marketing applications. Avoid using the Lenovo logo lockup in partner communications.
Can “Smarter technology for all” appear on web pages?
Yes. Use it within approved page templates, messaging frameworks, and logo lockup guidance.
Can the brand idea be used as a hashtag?
Yes. Use #Smarter.
Do non-English markets need to use the English version?
No. Approved localized versions are available for many markets. Work with your go-to-market team to determine the appropriate version for your audience.
Are there guidelines for writing “Smarter” headlines?
Yes. Headlines should align with the brand voice, messaging framework, and overall communication intent.
Does every radio commercial need to end with the brand idea?
No. Spoken sign-off variations may also be used when appropriate.
Can I create my own “Smarter technology for all” lockup?
No. Use approved Lenovo logo lockup artwork only. Do not recreate, reposition, or alter the tagline.
Tone of voice
How can I ensure messaging aligns with the brand?
Review the brand framework, tone of voice, and smarter messaging guidance.
Brand applications
Video
Is there a specific logo for video?
Yes. Use the approved video end bumpers on the identity in motion page.
Can animated Lenovo logos be created?
No.
How can I ensure videos are brand-compliant?
Follow the motion guidance and contact the Brand Help Desk for reviews or support.
Should the color palette appear in video?
Yes. Use the color palette purposefully within motion applications.
Should stock footage be color adjusted?
Adjust stock footage to align with the brand palette and visual identity.
Can deep and pale gradients appear together in video?
Yes, but they should remain visually separate.
Is there video guidance for illustration?
Not yet. Contact the Brand Help Desk for interim guidance.
Social
Where can I find social media guidance?
Visit the Social Hub for guidance on social applications, animation, logo placement, and video.
Are LinkedIn backgrounds available?
Yes. Employee LinkedIn backgrounds are available on the Social Hub.
Web and e-commerce
Where can I find guidance for web and e-commerce experiences?
Contact the Digital Experience team for guidance on the Lenovo Trackpoint design system and e-commerce applications.
Retail
Where can I find retail display guidance?
Use the global retail CX playbook for retail guidance, display standards, and branded furniture applications.
Where can I find Legion and LOQ retail guidance?
The global retail CX playbook includes guidance for Legion and LOQ retail applications.
Who should I contact for help with a retail project?
Contact your GEO referral.
Merchandise
Where can I find merchandise guidance?
See the merchandise page for apparel, logo placement, and swag guidance.
Can black or white logos appear on merchandise?
Use the red Lenovo logo whenever possible. Approved single-color logos (black or white) may be used when contrast, print, or production limitations prevent use of the red logo.
Where can I find Lenovo merchandise?
Visit the Lenovo merch store at lenovo.brandfuel.com.
Office elements and real estate
How should the brand be applied within office spaces?
Use the office elements toolkit for installations and renovations. Contact the Brand Help Desk for reviews or guidance.
Templates and assets
Templates and resources
Why aren’t products or offerings included in the email signature builder?
The email signature builder is designed for corporate brand consistency. Additional personalization can be added as text.
Can I use alternate-color logos in email banners?
No. Use the red Lenovo logo in email banners.
Are email templates and banners available?
Yes. Download them from the templates page.
How often are PowerPoint templates updated?
Corporate PowerPoint templates are typically refreshed twice each year.
Are Excel templates available?
No corporate Excel templates are currently available. Custom themes can be created using the approved color palette.
Downloading assets
I’m having trouble downloading assets.
Follow the download instructions at the top of the relevant Brand World page. If you still need help, contact the Digital Transformation Team for AEM or Brand Portal support.
If an asset appears in AEM or Brand Portal, is it approved?
Not always. AEM and Brand Portal may also contain working or unapproved assets used by teams globally. Use the download links on Brand World to access approved assets and collections.
Governance and support
AI
Can I use artificial intelligence (AI) to create Lenovo branded assets?
Refer to the Lenovo Artificial Intelligence policy and the MyHub Corporate Policy page for current guidance.
Can I train AI models using Lenovo brand assets?
No. Brand assets — including logos, imagery, and sonic assets — cannot be used to train AI models. Contact the AI governance committee for more information.
Brand approvals and support
How long do brand approvals take?
Allow 1–3 business days for reviews. Send designs to the Brand Help Desk with project details and key dates.
Which assets require brand review?
Formal review is recommended for net-new concepts, first implementations, original designs, major visual shifts, and high-visibility touchpoints. When possible, involve the Brand Help Desk early in the process.
I can’t find what I’m looking for. Is there a help desk?
Start with the site search. If you still need help, contact the Brand Help Desk.
Do you offer brand training for teams or agencies?
Yes. Contact the Brand Help Desk to arrange training.
Where can I find upcoming training sessions?
Visit the learning hub for training resources and replay sessions. Sign up on the news and updates page to receive announcements about upcoming training opportunities.
How do I subscribe to the Unboxing the Brand newsletter?
Sign up on the news and updates page.
General questions
Is there a PDF version of the brand guidelines?
Brand World is the source of truth for the latest guidance and standards.
Who should follow the brand identity?
The brand identity applies across brands, business groups, geographies, corporate functions, and partner communications.
