Consistency is key in building and maintaining the Lenovo brand. In the same way we use the same logo, fonts and color palette, it’s equally important we use audio with the same musical DNA.
That’s why we created the Lenovo brand mnemonic and music library – a collection of music tracks that share our musical DNA and reflect our purposeful, unexpected and brave personality. The wide selection of genres, instruments and sounds provides an ideal track for almost any project.
We also created a guide to help you craft custom music that embodies our unique musical DNA.
Download Lenovo music library
Sonic assets
Brand mnemonic
6 notes. 1 key to building an earworm.
The mnemonic is our brand’s musical signature – a short musical pattern that becomes synonymous with the brand over time and with continuous use. It transcends culture and language and eventually becomes recognizable regardless of where or when you hear it.
The mnemonic is the basis of our sonic identity. It is included in our video end bumpers, which must be used at the end of all videos over 10 seconds. For videos under 10 seconds, use the static end frame for 1-2 seconds.
For non-visual use cases, such as podcasts, reach out to the Brand Help Desk for the audio-only version of the brand mnemonic.
English brand mnemonic
Mandarin brand mnemonic
Lenovo end bumpers
The sonic logo should always be used in its entirety at the end of all videos over 10 seconds. Keep these tips in mind when adding the sonic logo:
Strive for a smooth audio transition between the core asset and the start of the end bumper animation.
These end bumpers are for use in all markets except China, which are currently in production.
Sonic logo end bumper
The :03 sec sonic logo should be used as provided without altering the elements.
Sonic logo + URL end bumper
When a URL is needed, use this variation to guide animation, placement, size and duration. URLs can be modified as needed.
Static end bumper
For videos less than 10 seconds, use the static end bumper with no audio or animation.
Brand thematic
Our brand anthem.
The Lenovo thematic is the fullest and longest musical expression of our brand. Using our six-note melody as the foundation and our brand name as a key rhythmic element, the thematic is our powerful brand anthem. We recommend using the thematic for:
Opening and closing ceremonies, and live and virtual events.
Special occasion videos, commercials or presentations.
A stylistic creative “guardrail” when commissioning underscores or choosing library music for online highlight films and any Lenovo-specific visual and audio brand touchpoints that require audio.
Brand thematic
Brand tracks
20 brand tracks created from our audio DNA.
These tracks are written specifically for Lenovo and draw directly from the musical DNA of our thematic and mnemonic. With a wide variety of genres, instruments, styles and tempo, these tracks should suit most of your music needs.
The more these tracks are used, the stronger our brand becomes; therefore, we no longer allow stock music on Lenovo content.
Track variations
There are 3 versions of each track – full-length and 2 cutdowns. Each of the tracks can be edited to fit the length of your video and better correspond with the action on screen. You’ll notice that each track ends with the mnemonic. If you need to edit the music, remember to keep the mnemonic at the end.
The library is bucketed into 3 mood categories:
Mood 1: High tempo with good energy
Use these tracks for sizzle reels, event highlight reels, event openers and executive/speaker walk-on music.
A Thousand Echoes
2:09 min
ChaChing
2:00 min
Checkered Flags
1:29 min
Exploding Stars
2:09 min
Full Throttle
2:06 min
Mad Love Sequel
2:01 min
Runaway Dream
2:04 min
To the Moon and Back
2:54 min
Mood 2: Medium energy, upbeat and optimistic
Use these tracks for product tour videos, on-hold music, house music for events and videos with scripted voiceovers.
After Dark
1:57 min
Fresh Start
2:08 min
Happy Altitude
2:05 min
Lime Twist
1:56 min
Opening Night
1:51 min
Westside Funk
2:07 min
Wherever You Go
1:57 min
Mood 3: Light energy, cheerful and confident
Use these tracks for interview-style videos, instructional videos and internal and B2B presentations.
Crimson Sand
2:06 min
Great Night
2:00 min
Pacific Blue
2:22 min
Shadow Dancers
2:02 min
That Summer
2:03 min
If you’d like to revise any of the tracks, contact the Brand Help Desk.
Composing original tracks
Unique tracks. Same DNA.
Understanding the music library may not serve every need, use the guidelines below when working with a composer to create original tracks.
The Lenovo thematic should be used as your inspiration and “creative brief” during the creation of new tracks. This will help ensure brand compliance.
Create or choose tracks in the same key as the mnemonic or a complementary key. The thematic is in the key of Dmaj, and the complementary keys are Gmaj and Bmin. Remember these key points when including the mnemonic in your new track:
- The mnemonic can enter on the fade-out portion of licensed or new tracks that use the key of Dmaj or the complementary keys Gmaj or Bmin. Let a slight pause go by before it enters to ensure the mnemonic has its own sonic space.
- If the mnemonic is used with a piece of music that is not in a complementary key, be sure there is a slight pause or breath after the end of the previous track so the mnemonic does not sound inharmonious.
When creating original music for Lenovo, focus more on conveying the right emotion and less on instruments, style, genre or tempo.
Sonic identity tone
How our brand personality is expressed through music.
| Purposeful | Unexpected | Brave | |
|---|---|---|---|
| What we sound like | Thoughtful and intentional | Playful and distinctive | Confident and alive |
| What we don’t sound like | Weak or overly dramatic | Generic and lifeless | Doubtful and static |
| Key musical elements | Forward moving rhythms | Human sounds used uncommonly | Shifts in musical arrangement |
| Listeners should feel | Motivated and interested | Delighted and surprised | Empowered and creative |
Sonic identity building blocks
These building blocks provide the critical musical components that distinguish our brand. Open each section below to hear examples infused with our branded audio.
1 Arrangement
Manner in which various instruments and sections unfold through time.
Examples: “A, B, A” song form, verse/chorus, intro/outro, evocative story arc.
A moves from a playful section to a more thoughtful area.
B moves from the thoughtful section to a joyful celebratory mood.
2 Rhythm
An organization of musical notes over time, repeated pattern to create a groove or beat. Related to but independent of tempo.
A establishes consistent groove with a backbeat.
B is an angular syncopated rhythm.
3 Melody
A series of musical notes played sequentially, complementary to the harmony, usually considered the “main point” of the composition.
A is the main melody for Lenovo.
B is a secondary melody that supports the uplifting harmony.
4 Tempo
The speed (in beats per minute) or cadence at which a piece of music is played. This is an absolute measure, related to but independent of descriptors such as feel, rhythm, or energy level.
The entire piece has a consistent tempo of 116 bpm, but the use of rhythmic subdivisions can alter the perception of tempo. A uses short subdivisions for a quick feel,
while B uses very short subdivisions for a quicker feel.
5 Harmony
The combination of simultaneously sounded musical notes to produce chords or sequences of chords. The mood is generally derived from the harmony in a piece.
A has an uplifting positive quality to the harmonic progression.
B has more of a thoughtful purposeful feeling to the harmony.
6 Timbre
The character or quality of an individual musical sound / instrument.
Example: when you strike a gong, it sounds different from a piano; they have different timbres.
A has a smooth warm quality that helps support the confidence of the Lenovo brand.
The shimmering metallic quality of B is used as an accent.
7 Style/Genre
Distinct characteristics of artistic expression as defined within the history of music.
Examples: classical, rock, pop, etc.
A is a hybris electronica style made from organic sounds, often called organica.
B is a light modern orchestral style.
8 Texture
Overall quality of sounds within a piece of music.
Examples: smooth, harsh, rich, thick, light, tinny.
A is a round warm vocal texture. Notice how the syllables used are our brand name.
B is a hybris percussion texture made from drums and human sounds.
Mnemonic do’s and don’ts
All examples relate to all versions of the mnemonic
Using the mnemonic as an ending
Do this:
This licensed music track is in the same key as the mnemonic, so it feels sonorous and consonant when the mnemonic enters.
There is a long fade at the end of the licensed music track, so the mnemonic dovetails nicely with the licensed music, has its own sonic space and clearly reinforces the Lenovo brand.
Avoid this:
This licensed music track is in a non-complementary key to the mnemonic. It feels dissonant and awkward – like a “change” happens when the mnemonic enters.
There is not enough of a pause or breath before the mnemonic enters. It feels cluttered and does not give enough space to reinforce the Lenovo brand. In addition, the licensed track runs past the end of the mnemonic.
Using the mnemonic as an intro
Do this:
Even though this licensed track is in a different key than the mnemonic, the rhythmic intro allows the mnemonic to have its own musical space.
The mnemonic has a succinct ending, and the brief pause before the licensed track starts feels appropriate.
Problem
Solution
This licensed music track is in a non-complementary key to the mnemonic. It feels dissonant and awkward – like a “change” happens when it enters. The solution would be to pitch shift the licensed track.
There is not enough of a pause before the licensed track enters. It feels cluttered and does not give enough space to reinforce the Lenovo brand. The solution would be to correct the placement of the licensed track.
