We bring “Smarter technology for all” to life through three brand personality traits: purposeful, unexpected, and brave.
Use these traits to guide how the brand shows up in messaging, design and experience.
Not every expression needs to emphasize all three traits equally. Focus on the traits that best support the audience, message and context.
Purposeful
Create with clear intent and meaningful outcomes
- Focus on real user needs
- Communicate clear benefits
- Keep solutions simple and useful
- Avoid unnecessary complexity
Purposeful in action
Lenovo Libras project
Lenovo’s Libras Project uses AI to translate sign language in real time, improving accessibility and helping people communicate and connect more fully in everyday life.
Unexpected
Stand out in the category with fresh thinking and distinctive ideas
- Avoid generic or predictable solutions
- Look for ways to surprise and engage
- Highlight innovation and differentiation
Unexpected in action
F1® Trophy
Lenovo reimagined the Formula 1 trophy by embedding technology that responds to interaction, turning a traditional moment into an unexpected experience.
Brave
Communicate with confidence, clarity, and a strong point of view
- Be direct and honest
- Avoid jargon and over-explaining
- Take a clear and confident position
Brave in action
Low Temperature Solder (LTS)
Lenovo made its low-temperature solder technology available to the entire industry, reducing energy use and carbon emissions while taking a clear stand on sustainability.
To see how these traits translate into execution, explore the Tone of voice, Imagery, Motion, and Visual identity sections.
