A brand is a promise to our customers. It shapes how we’re recognized, how we communicate, and how we show up across every touchpoint.
Our brand is designed to flex without losing what makes it Lenovo. Not every touchpoint needs to look the same, but every touchpoint should feel connected.
Some parts of our brand are fixed. Others are designed to flex.
The Lenovo logo, our “Smarter technology for all” vision, and core brand elements create consistency. Layout, imagery, tone, and emphasis create flexibility.
Brand World helps you apply the brand clearly and consistently, strengthening recognition and building trust.
Lenovo brand framework
Vision
Smarter technology for all
We create technology that improves how people live and work.
What it means
Technology is “smarter” when it:
- improves how people live and work
- adapts using data and intelligence
- delivers meaningful outcomes
“For all” means:
- inclusive and accessible
- relevant across industries and users
- designed for global impact
Mission
Our mission is to be the leader and enabler of intelligent transformation.
Intelligent transformation means using technology to make systems more connected, more intelligent, and more effective.
We deliver this by connecting devices, infrastructure, and data to create solutions that help people and businesses work smarter and achieve better outcomes.
How we deliver
- Smarter IoT — Connected devices that collect, share, and generate data
- Smarter infrastructure — Systems that process, store, and manage that data
- Smarter industry verticals — Applications that use data and AI to improve decision-making and outcomes
Value proposition
We deliver “Smarter technology for all” through our global perspective, deep expertise, and connected portfolio of solutions.
- A global team that reflects the people and perspectives of the world
- Deep experience building technology that drives real-world impact
- A connected portfolio of hardware, software, and services that work together
Personality
Purposeful, unexpected and brave
Use these traits to guide how the brand shows up in messaging, design, and experience:
- Purposeful — Create with clear intent and meaningful outcomes
- Unexpected — Stand out in the category with fresh thinking and distinctive ideas
- Brave — Communicate with confidence, clarity, and a strong point view
See our personality for additional guidance.
Audience
Tech optimists
Tech optimists are people who believe in technology’s potential to improve their world and value diverse perspectives.
They include employees, IT decision-makers, business users, and consumers across global markets.
Speak to this audience with clarity, optimism, and a focus on meaningful outcomes.
Subbrand framework
Subbrands bring our vision to life across our portfolio.
Each has a defined role, audience, and value proposition.
Subbrands express the vision in distinct ways, but should not replace the corporate brand. Use these definitions as internal guidance, rather than external messaging or taglines.
Think brand definition
Powering the intelligence era for all
Value proposition:
An industry-first pocket-to-cloud portfolio that works together to power intelligent businesses.
Target audience:
ITDMs (Information Technology Decision Makers) and C-Suite Executives
Here is how the Think franchise brand definition applies to the subbrands
ThinkAgile
Faster time to value with hybrid cloud for all
ThinkBook
Boundless inspiration for all
ThinkCentre
Unleashed potential for all*
ThinkEdge
Intelligent insights for all
ThinkPad
Unleashed potential for all*
ThinkPhone
Productivity unleashed, anytime, anywhere for all
ThinkReality
Augmented intelligence for all
ThinkShield
Advanced protection for all
ThinkSmart
Intelligent collaboration for all
ThinkStation
Breakthrough creativity for all
ThinkSystem
Accelerating transformative outcomes for all
ThinkTab
Limitless productivity for all
ThinkVision
Unleashed potential for all*
* ThinkPad, ThinkCentre and ThinkVision have a go-to-market synergy and therefore, have the same brand definition.
TruScale brand definition
Limitless innovation for all
Value proposition:
TruScale delivers Lenovo’s industry-leading, AI-ready portfolio of IT services, infrastructure, and end-user devices, as reliable, scalable as-a-service solutions for all workloads and workplaces.
Target audience:
ITDMs (Information Technology Decision Makers) and C-Suite Executives
Yoga brand definition
Inspiring creative expression for all
Value proposition:
Harnessing the power of generative AI with innovative form factors and an intuitive ecosystem that helps supercharge the creative process.
Target audience:
Generation Z creator
Legion brand definition
Inspiring gaming breakthroughs for all
Value proposition:
Empowering gamers to defy limits with cutting edge gaming hardware and solutions, leveraging AI to create seamless gaming experiences through a gaming ecosystem and services.
Target audience:
Immersed gamers
LOQ brand definition
Launching gaming journeys for all
Value proposition:
Gateway to serious gaming that helps propel gamers to find their communities by providing segment-leading gaming hardware and software.
Target audience:
Aspirational gamers
Idea brand definition
Opening up the world for all
Value proposition:
Modern devices that enhance the ability to work, play, study and create while offering incredible versatility and value.
Target audience:
Aspirers
* Idea franchise covers the entire family of Idea-branded products such as IdeaPad and IdeaCentre.
