“Smarter technology for all” is our global brand idea.
Use it to connect communications to our purpose: creating technology that improves outcomes for people and businesses.
“Smarter technology for all” is fixed as our brand idea.
Use it consistently and avoid altering or diluting the idea.
Smarter means:
- Designed with purpose and real-world needs in mind
- Intelligent, using data and AI to adapt and improve
- Built with partners to create solutions that work together
- Focused on delivering better outcomes, not just features
For all means:
- Designed for people everywhere to work, learn, and play
- Relevant across industries, businesses, and use cases
- Inclusive of all people, backgrounds, and abilities
- Available across markets worldwide
Visual expression
Use the Lenovo logo lockup to express the “Smarter technology for all” brand idea.
It combines the Lenovo logo with the tagline, serving as a primary visual expression of the brand.
- Use the lockup where space allows
- In smaller formats, use the Lenovo logo alone
- Follow logo lockup guidance for sizing, placement, and clear space
How to use the tagline
Use “Smarter technology for all” as a tagline, not a headline.
Its prominence should flex based on the audience, channel, and communication stage. Use it to support the message, not replace it.
Using “smarter” in messaging
Use “smarter” to reinforce the brand idea in headlines and copy.
Use it to clearly communicate a benefit or outcome.
Preferred usage
Start with “smarter”:
- Smarter helps teams work better together
- Smarter delivers better outcomes
- Smarter turns data into action
Alternative usage
Use within a sentence:
- Our smarter solutions help teams move faster
- Smarter infrastructure supports better outcomes
Additional headline structures
“Smarter is…”
- Smarter is a better way to work
- Smarter is transforming how we live and work
“Now that’s smarter.”
- Use as a supporting line, not a replacement for the tagline.
- A built-in privacy shutter. Now that’s smarter.
- The world’s first foldable PC. Now that’s smarter.
Question-based headlines
Use sparingly to provoke thought and engagement.
- Do we have to wait years for a cure, or are we smarter than that?
Messaging library
Use these examples as a starting point.
Adapt them while maintaining clarity and relevance.
Brand / corporate
- Smarter transforms how we live, work, and play
- Smarter drives meaningful change
- Smarter creates a better future
Business / technology
- Smarter turns data into insight
- Smarter helps businesses move faster
- Smarter simplifies complex challenges
Workplace / productivity
- Smarter keeps teams connected
- Smarter helps you get more done
Creativity / innovation
- Smarter unlocks new possibilities
- Smarter fuels creativity
- Smarter brings ideas to life
Common mistakes to avoid
These examples highlight common misapplications of our tagline. Avoid these approaches to maintain clarity, consistency, and brand recognition.
Avoid replacing “technology” with another word, except approved uses like “Smarter AI for all”
Avoid using “smarter” in ways that weaken its impact
Avoid using “smart” as a substitute for “smarter”
Avoid overusing “smarter” in the same asset (e.g., smarter security is a smarter way to protect your assets
Need help? Contact the Brand Help Desk for support with messaging.
