Red is our signature color and the most recognizable expression of Lenovo.
Use signature red for the Lenovo logo whenever possible. Ensure it remains clear and visually distinct from the background.
The broader palette is designed to support and elevate the red logo, creating contrast, depth, and cohesion across layouts.
Brand palette
Hierarchy
Our palette includes three levels of color: primary, connector, and secondary.
Primary (red)
Use red as the primary brand expression. It should be present across touchpoints but balanced with the broader palette.
Connector (purple)
Use purple to connect and harmonize compositions. It should be present in all applications to help balance the use of red.
Secondary (blue and neutrals)
Use blue and neutral tones to support the composition. These colors should enhance contrast and structure without overpowering the primary and connector colors.
Primary (red)
Connector (purple)
Secondary (blue and neutrals)
Logo color
Signature Red
PMS 485c
CMYK 0.95.100.0
RGB 225.37.27
Hex #E1251B
Deep tones
Deep Red 1
PMS 1815c
CMYK 30.85.59.70
RGB 100.19.30
Hex #64131E
Deep Purple 1
PMS 262c
CMYK 58.92.12.54
RGB 77.20.74
Hex #4D144A
Deep Blue 1
PMS 2768c
CMYK 100.90.13.71
RGB 17.24.79
Hex #11184F
Black
PMS No conversion
CMYK 30.55.20.95
RGB 31.01.19
Hex #1E0013
Deep Red 2
PMS 7622c
CMYK 16.97.86.54
RGB 135.28.35
Hex #871C23
Deep Purple 2
PMS 7657c
CMYK 47.94.0.36
RGB 122.18.107
Hex #7A126B
Deep Blue 2
PMS 3584c
CMYK 99.83.0.17
RGB 41.78.149
Hex #294E95
Deep Gray
PMS No conversion
CMYK 20.30.10.75
RGB 78.68.78
Hex #4E444E
Mid tones
Mid Red 1
PMS 7620c
CMYK 0.95.94.28
RGB 184.37.46
Hex #B8252E
Mid Red 2
PMS 7416c
CMYK 0.69.65.0
RGB 242.106.82
Hex #F26A52
Mid Gray
PMS No conversion
CMYK 8.10.2.30
RGB 171.168.177
Hex #ABA8B1
Mid Red 3
PMS 487c
CMYK 0.43.40.0
RGB 255.185.162
Hex #FFB9A2
Pale tones
Pale Red 1
PMS 7520c
CMYK 4.26.16.0
RGB 240.199.191
Hex #F0C7BF
Pale Purple 1
PMS 5165c
CMYK 7.19.2.3
RGB 217.193.216
Hex #D9C1D8
Pale Blue 1
PMS 7450c
CMYK 25.13.0.0
RGB 201.208.240
Hex #C9D0F0
Pale Gray
PMS No conversion
CMYK 1.3.1.8
RGB 230.226.228
Hex #E6E2E4
Pale Red 2
PMS 7604c
CMYK 4.12.5.0
RGB 250.236.235
Hex #FAECEB
Pale Purple 2
PMS 663c
CMYK 3.6.0.2
RGB 241.225.237
Hex #F1E1ED
Pale Blue 2
PMS 649c
CMYK 10.2.0.0
RGB 234.238.245
Hex #EAEEF5
White
PMS No conversion
CMYK 0.0.0.0
RGB 255.255.255
Hex #FFFFFF
Color specifications
Use the provided color values (PMS, CMYK, RGB, HEX) to ensure accurate reproduction across print and digital applications.
For additional guidance, contact the Brand Help Desk.
The Pantone Color Matching System (PMS) is largely a standardized color reproduction system for print and material specification.
The CMYK process is a method of printing color by using the four inks represented in the name — cyan, magenta, yellow and black. A majority of the world’s printed material is produced using the CMYK process.
The RGB color model is an additive color model in which red, green and blue light are added together in various ways to reproduce a broad array of colors. The main purpose of the RGB color model is for the sensing, representation and display of images in electronic systems.
A hex (hexadecimal format) color code is used in specifying colors in HTML and CSS. Hex colors are supported in all browsers and begin with a pound sign (#) followed by a combination of six letters and numbers (e.g., #C4BEB6).
RAL colors are used for information defining standard colors for varnish, powder coating and plastics. It is the most popular Central European color standard used today.
Applying color
Use a combination of colors to create depth, contrast, and visual balance.
Avoid monochromatic compositions.
Ensure the Lenovo logo remains clearly visible against all backgrounds.
Start with purple as the connector color, then introduce secondary colors to support the layout. Use red purposefully to maintain a strong connection to the brand.
Use this approach
A balanced use of color helps the signature red logo stand out clearly from the background.
Avoid this approach
A red-only background without a connector color does not provide enough contrast with our signature red logo.
Avoid this approach
Overusing secondary colors without red and purple makes the composition feel disconnected from the brand.
Color principles
Apply color with clarity, contrast, and balance.
Accessibility
Ensure color choices meet accessibility standards (WCAG) for digital applications.
Visual breathing room
Use larger areas of color or gradient to create visual breathing room and guide focus.
Contrast
Ensure sufficient contrast across all elements, including the logo, typography, background, and UI. Use darker colors on light backgrounds and lighter colors on dark backgrounds to maintain legibility. Use a contrast checker when needed.
Balance
Use a mix of primary, connector, and secondary colors to create layered compositions. Avoid relying on a single color.
Typography and color
Use high-contrast colors for smaller text sizes. When in doubt, use black or white for maximum legibility.
Key takeaways
Aim for balanced color use rather than relying on a single color
Keep red and purple present to maintain a clear connection to the brand when using secondary colors
Ensure color choices support contrast and legibility for text and the Lenovo logo
Stay within the approved palette
