Illustration

The characters depicted should foster a collective sense of inclusion, belonging and acceptance. Each character is styled as flat and two-dimensional, only using cabinet perspective in objects for added depth. ​

The illustration palette includes our primary, connector and secondary palettes combined with unique human and nature palettes.

Only use the illustrative style for two purposes: in compositions where a playful or stylized tone is required or when the concept is abstract and challenging to capture in photography.

Illustration use case example:

Illustrating a complex or multi-step process can be challenging with photography. Illustration can efficiently communicate complex concepts, ecosystems, data and infographic diagrams.

Photography use case example:

Creating a human-centered campaign or product launch campaign can be solved with natural photography.

Using illustration beyond the expiration date or outside the rights granted is a breach of these agreements. This could result in an unauthorized use/copyright infringement claim against Lenovo. This could also put Lenovo in an unleveraged position of having to renew all usage fees at whatever cost is demanded or required by law. From a PR standpoint, a copyright claim against Lenovo is costly and damaging to the company. Anyone utilizing the illustration on the AEM DAM must be aware of the use restrictions noted in each file’s properties and follow them accordingly. This will help ensure that Lenovo complies with any agreements and avoids significant financial and legal issues.

Email the Brand Help Desk for questions.

Characters

The characters shown showcase a wide range of diversity in age, skin tone, disability and body type. Moreover, they are depicted in various poses and perspectives, including standing, walking, sitting and 3/4 view. You can use these characters as a reference to create new scenarios that align with our vision of smarter technology for all.

When creating the shapes for each character, begin by drawing the linework. Use simple vector shapes with the least amount of anchor points (see the example on the right). Curves are highly encouraged to convey a soft, harmonious look and feel. Follow these tips for consistent and seamless character creation:

• Use our character starter vector file.
• Simplicity is key to creating a character.
• Build sections separately, then join those sections together before adding color.

Standing

Characters’ heights and widths can vary widely to depict body diversity and age. To create a proportional character, start with 6-8 horizontal rows evenly spaced apart. Follow these tips for creating consistent characters:

• Adult heights should range between 7-9 heads
• Teen heights should range between 6-7 heads
• Children and toddler heights should range between 3-5 heads

Use the Lenovo modular grid to help establish realistic proportions between characters and their environment.

Seated

When seated, characters’ heights should not exceed 6 heads. Seats will typically be situated around 2 heads.

• Seated adults should range between 5-6 heads
• Seated teens should range between 4-5 heads
• Seated children and toddlers should be around 3 heads

Use the Lenovo modular grid to help establish realistic proportions between characters and their environment.

Color

Reference the color page to understand how to apply the brand palette.

When choosing colors, we highly recommend matching the HEX codes provided because RGB and Pantone values can cause file conversion issues.

Neutral (secondary)

Neutrals (earth)

Before applying color to characters, reference our brand guidance around applying color. Always use the palette provided and avoid using too many combinations of colors or too many neutrals.

Shading characters

Shading is used to show depth and delineation. Shading can be used to differentiate between limbs and folds in clothing.

Use linear gradients to apply shading and combine colors that blend well. Do not create new colors or use colors with low contrast.

Shading objects

Shading can also be used on inanimate objects, like boxes and windows, to evoke depth and dimension.

Treatments

Guidance for drawing characters’ heads, hands and shoes.

Heads

To create a proportional character, start with 6-8 horizontal rows evenly spaced apart. Heads should be drawn at a height of a single row. Children will have slightly smaller head sizes. Reference the character proportion section to determine the maximum height of a character.

Head shapes and hair treatment may vary to convey diversity. Facial features should also be applied sparingly. Mouths and noses are typically added to characters in a 3/4 view. Avoid drawing eyes and front-facing heads.

Hands

Hands must be simple and easy to perceive. When drawing hands, we recommend drawing the general shape and then adding lines to distinguish fingers.

Shoes

Shoes must also be simple. The base of each shoe is typically flat on the ground with minimal details like laces and soles.

Devices

Devices must be simple but retain a certain level of accuracy to the actual device.

• Laptops and keyboards must be drawn in a “cabinet” perspective.
• Desktop monitors and workstations may be drawn flat.
• Mobile devices and servers can be drawn flat or in the “cabinet” perspective.

Nature

When drawing foliage, shapes must be simple yet organic. Branches and stems should be drawn at 1.5-pixel width. Use the green color palette provided. Shading is encouraged for trees but not necessary for indoor plants.

Perspective

Sample environment

The following scene depicts how all objects can work together harmoniously.

• Flat objects
  The character and the desktop monitor are drawn flat.
• Boxes & surfaces
  The desk and keyboard are drawn in a “cabinet” perspective, extruding at a 45-degree angle.
• Cylinders
  The cylindrical objects are drawn with rounded tops and flat bottoms.

All characters must be drawn flat along a two-dimensional plane. Other objects, such as windows, desktop monitors, and some chairs, may also be drawn flat.

Cubic objects within the environment should be drawn in a “cabinet” perspective. The depths of these objects should extrude at a 45-degree angle. These objects include boxes, laptops, desks, tables and vehicles.

Cylindrical objects have a unique treatment. The tops of these objects must show an elliptical surface, while the bottom terminates as a flat square. These objects include cups, mugs, plant pots, baskets and barrels.

Lenovo scenes

Server room

Meeting

Home in the kitchen

Transit

Nature

Environmental Social Governance (ESG)

Smart factory

Complex process