Events are an opportunity to bring the brand to life, connect with audiences, and build awareness through memorable experiences.
Use this guidance and the event toolkit to create a consistent experience across every event touchpoint — from invitations and presentations to signage and event spaces.
For event strategy questions unrelated to brand guidance, contact globalevents@lenovo.com.
Download the event toolkit and templates
Event design principles
1
Create one connected experience
Every touchpoint should feel like part of the same event — from invitations and registration to presentations and the event environment.
In practice
- Start with approved event templates and assets
- Use the event key visual consistently across event materials and touchpoints
- Maintain a consistent visual identity and message throughout the attendee journey
2
Let content lead
Use branding to support the story, not compete with it. Attendees should remember the message, products, and experiences first.
In practice
- Design experiences around audience needs and event objectives
- Prioritize clear communication and audience relevance
- Use branding, motion, and media assets to support the story and enhance engagement
3
Be intentional with brand elements
Use imagery, gradients, alpha blocks, color, motion, and messaging purposefully. More branding doesn’t always create a stronger brand experience.
In practice
- Follow brand guidance and use approved assets from Brand World and the event toolkit
- Apply brand elements in ways that support the event story and attendee experience
- Use only the elements needed to communicate clearly and effectively
4
Balance consistency and expression
Every event should feel recognizably Lenovo while reflecting its audience, location, and purpose.
In practice
- Adapt imagery, messaging, and experiences to the audience event context
- Incorporate local culture, location, or event-specific themes where appropriate
- Share brand guidance and resources with agencies, vendors, and production partners before work begins
Brand hierarchy
A clear brand hierarchy helps attendees understand who Lenovo is, what we offer, and how our products and services connect.
Organize event spaces and communications using three levels of messaging. This creates a clear experience for all audiences, whether they’re familiar with our brand or engaging with it for the first time.
Event design system
The event design system creates a consistent Lenovo experience while allowing each event to express its own story, audience, and location.
Use the elements below to build event identities that feel distinctive while remaining recognizably Lenovo.
This section includes guidance, templates, and examples for two key elements: Event key visuals and Event wordmarks.
Key visual
The key visual establishes the visual identity of an event.
It creates a recognizable foundation that can scale across communications, presentations, signage, environments, and experiences.
Use the key visual to establish and promote the event before attendees arrive. Within the event environment, use supporting elements such as imagery, gradients, colors, alpha blocks, and messaging to extend that identity without repeating the full key visual throughout the space.
Key visual components
1 Event imagery
2 Event theme
3 Location, date, and hashtag
4 Event wordmark
5 Smarter gradient with 2×1 alpha block overlay
6 Lenovo modular grid overlay*
7 Lenovo logo or Lenovo logo lockup**
*The Lenovo modular grid allows for optimized spatial alignment and sizing of the key visual elements. Once elements are aligned, the grid should be removed from the final asset.
** Use the logo version that best suits the composition.
Creating a key visual
- Start with the approved key visual template
- Select imagery that reflects the event theme, audience, location, or story
- Choose gradients and alpha block treatments that complement the event imagery
- Use approved alpha block combinations and match the alpha block height to the background area
- Use the provided landscape template when required
Location-based events
When appropriate, incorporate local culture, environment, or context in ways that enhance the event story while remaining consistent with our brand identity.
Portal image library
The Portal image library features imagery that represents transformation through Lenovo devices, solutions, and services.
Use Portal imagery when the event tells a transformation or innovation story. For other event themes, select imagery from the brand image library.
Portal event imagery is intended for event use only. Avoid using it in campaigns, websites, social content, or other business-as-usual communications.
Event wordmarks
Use the event wordmark template to create all event wordmarks.
To help maintain consistency:
- Use the approved template
- Avoid adjusting spacing, sizing, or line spacing
- Use Gotham for all wordmarks
- Use a single solid color: black, white, or Deep Purple 1, depending on the background
Event wordmark
Event wordmark multiple lines
Event wordmark with location
Example
Example
Example
When to review
Consider a brand review when:
- Creating a new event identity outside the approved template
- Developing custom alpha block applications
- Adapting Portal imagery beyond standard use
- Introducing custom environmental structures or branded experiences
- Creating new event naming systems or wordmarks
If you’re unsure whether an application aligns with the Lenovo event design system, contact the Brand Help Desk for guidance.
Past key visual examples
Event showcase
Every event is an opportunity to create a memorable brand experience through thoughtful design, clear messaging, and engaging activations.
Explore the examples below for inspiration. They show how our brand guidance can be applied across different event types, spaces, and scales. Click any image to view it in more detail.
Activations and lighting
Use activations and lighting to create engaging experiences that attract attention and encourage participation.
Color, motion, and interactive elements can help bring the brand to life while maintaining a consistent visual identity.
Main show floor
Design the main event space so attendees can easily navigate the space and discover what we have to offer.
Use consistent materials, clear messaging, and intuitive navigation to create a cohesive experience.
Product showcases
Product showcases help visitors explore our innovations and understand their value.
Keep displays clean and focused so products remain the center of attention. Use lighting, graphics, and messaging to support the story rather than compete with it.
Small spaces
Even small event spaces can make a strong brand impression.
Use clear branding, focused messaging, and simple graphics to maximize impact without creating visual clutter.
Registration
Registration is often the first in-person interaction attendees have with Lenovo.
Create a welcoming experience by aligning signage, badges, lanyards, and digital interactions with the overall event identity.
Stages
Stages and keynote environments are key moments for storytelling and brand visibility.
Use a clear content structure, purposeful lighting, and approved presentation templates to keep attention on the speakers and the content.
Wayfinding
Help attendees move through the event with confidence.
Use clear typography, recognizable brand elements, and consistent signage placement to guide visitors from arrival through engagement.
Common mistakes to avoid
These examples highlight common misapplications. Avoid these approaches to maintain clarity, consistency, and brand recognition.
Lead with the Lenovo brand
Avoid giving subbrands, solutions, or product messaging greater prominence than the Lenovo corporate brand in shared event environments.
Avoid overusing red in ways that compete with or reduce the visibility of the Lenovo logo.
Avoid using the Lenovo wordmark outside its approved 3:1 ratio.
Avoid using smaller alpha pattern treatments in event environments. Use approved alpha block applications instead.
Avoid using angled Lenovo logos or typography in event backdrops and environmental graphics.
Use approved event templates
Avoid using multiple colors or creating custom treatments that reduce consistency across Lenovo events.
Avoid creating custom event logos or wordmarks outside the approved template system.
Avoid creating event key visuals outside the approved key visual template.
Prioritize clarity over spectacle
Avoid overly complex, futuristic, or highly decorative structures that distract from the event story.
Simple forms, strong imagery, and intentional use of color create more recognizable Lenovo experiences.
