Illustration helps us communicate ideas with clarity, warmth, and intent.
Our style is human, inclusive, and distinctly Lenovo:
- Flat and graphic, with selective depth
- Clean and simple, without unnecessary detail
Use this style consistently to create a recognizable look and feel.
Illustration or photography?
Use illustration when:
- A concept is abstract or complex
- A process or multi-step story needs to be explained clearly
- A more stylized or expressive approach adds clarity
For real-world storytelling, human moments or product-focused content, photography should be the default.
Download illustrations
Important note: Brand assets, sonic or visual, cannot be used to train AI models as they are not licensed for that particular use.
Licensing and usage rights
Review asset usage restrictions and expiration dates before use.
Only use assets within the approved licensing terms and permissions listed in the file properties.
Failure to follow usage restrictions may result in legal, financial, or reputational risk.
Contact the Brand Help Desk with questions about licensing or usage rights.
Illustration style
Characters
Design characters to reflect an inclusive, global community, representing a range of ages, skin tones, abilities, and body types.
- Show a range of poses and perspectives (standing, sitting, walking, 3/4 view)
- Keep expressions simple and conveyed through posture, styling, and context
Use existing examples from our library as a reference when creating new scenarios.
Shapes and construction
- Use simple vector shapes with minimal anchor points
- Build shapes in parts, then combine before adding color
- Use curves to create a soft, natural, and approachable feel
- Keep forms simple and easy to read
Anchor point detail of simplified shapes
Proportions
Proportion helps define age, scale and balance within a scene.
Characters should feel natural and varied while maintaining consistency across the system.
Use the Lenovo grid to maintain consistent proportions within environments.
In standing characters, adults and teens range from 6-9 head height, while children are typically 3-5 heads high.
In seated characters, adults and teens range from 4-6 head height, while children are typically ~3 heads high.
Illustration palette
Use the approved illustration palette only. Use color with restraint, contrast, and intent.
Use color to guide attention and create depth, not just to fill space.
- Base all colors on the brand palette
- Match HEX values to ensure consistency
Extended palette
Use intermediary colors to add range and variation within illustrations.
Avoid using these colors outside of illustration assets.
Red (primary)
#FAECEB
#F0C7BF
#FFB9A2
#F26A52
#E1251B
#B8252E
#871C23
#64131E
Purple (connector)
#F1E1ED
#D9C1D8
#C195BD
#AA6AA2
#923E86
#7A126B
#4D144A
#330D31
Blue (secondary)
#EAEEF5
#C9D0F0
#A1B0D9
#6B85C3
#516FAC
#294E95
#153476
#11184F
Neutral (secondary)
#FFFFFF
#E6E2E4
#C9C5CB
#ABA8B1
#7D7680
#4E444E
#362231
#1E0013
Nature palette
Use the nature palette for plants and environmental elements only.
Avoid using these colors for clothing or accents.
Green (plants & nature)
#D9E6DC
#B5D2C8
#5B968A
#39857A
#00594C
Neutrals (earth)
#ABA8B1
#D3996E
#946037
#664022
#362231
Human palette
Use a range of skin tones to reflect global diversity with care and realism.
- Use main tones for base skin color
- Use shade tones for depth and detail
- Use the human palette only within illustration assets
Rose
(skin with pink undertones)
Main
#E5AD98
Shade
#BF8C78
Main
#E59D8C
Shade
#BF7E6E
Main
#D59B89
Shade
#B37C6B
Almond
(skin with beige undertones)
Main
#EAB386
Shade
#BF8B60
Main
#D3996E
Shade
#B37C55
Main
#946037
Shade
#664022
Cocoa
(skin with brown undertones)
Main
#AC7052
Shade
#7B4931
Main
#7B4931
Shade
#623B2A
Main
#623B2A
Shade
#46281A
Applying color
- Use a balanced mix of colors
- Use red strategically, rather than excessively, to highlight key elements
- Avoid using too many colors or overusing neutrals
- Aim for contrast, clarity, and focus
Use this approach
This application uses a balance of color; red is used strategically to highlight one character.
Avoid this approach
This application only uses colors from the secondary palette.
Avoid this approach
This application uses too many colors; it uses flat colors instead of gradients, so shapes have no definition.
Shading
Use shading to add depth, separation, and clarity, not decoration.
- Apply linear gradients only
- Use colors that blend naturally
- Avoid creating new colors or low-contrast combinations
- Keep shading subtle and consistent.
Example steps to create a character with color/shading: Start with simple shapes; combine shapes and add details; add color and shading details.
Example steps to create an object with color/shading: Start with simple shapes; combine shapes and add details; add color and shading details.
Linear gradient examples
#FAECEB
#FFB9A2
Use this approach
Blend the same color 2-3 steps away in the same color group.
#AA6AA2
#F26A52
Use this approach
Blend vertically between red and purple (purple and blue; blue and neutral).
#294E95
#5B968A
Avoid this approach
Avoid blending the nature palette with the expanded palette.
Style and detail
Keep details minimal and purposeful.
Lines
- Use lines sparingly
- Limit small details (facial features, fingers, accessories)
- Use a consistent stroke (1.5 px recommended)
Lines used to show fingers
Lines used to show shoe type
Lines used to show accessories
Lines used to show facial features
Details
Guidance for drawing characters’ heads, hands, and shoes.
Heads and hands
- Avoid eyes and front-facing faces
- Use hair, angle, and minimal features to convey expression
- Keep simple and easy to read
- Define fingers with minimal linework
Shoes and clothing
- Keep simple with minimal detail
- Limit accessories, patterns, and textures
Devices
- Keep accurate but simplified – limit detail
- Use cabinet perspective where required
Perspective
Use a consistent mix of flat and dimensional elements. Use depth selectively to support clarity, not decoration or realism.
- Characters: always flat
- Flat objects: monitors, windows
- Cubic objects: cabinet perspective (45°)
- Cylinders: rounded top, flat base
Environments
Build scenes with a clear focal point, controlled color use, and strong contrast.
- Use high-contrast color combinations to maintain accessibility
- Keep compositions simple and uncluttered
- Ensure elements work together cohesively
Server room
Meeting
Home in the kitchen
Transit
Nature
Smart factory
Complex process
Common mistakes to avoid
These examples highlight common misapplications of our illustrative style. Avoid these approaches to maintain clarity, consistency, and brand recognition.
Style and details
Avoid adding eyes or detailed facial features
Avoid outlines or unnecessary detail
Avoid stock illustration styles
Avoid 3D, isometric, or first-person perspectives
Color and background
Avoid colors outside the illustration palette and using the nature palette for clothing
Avoid low-contrast color combinations or complex backgrounds
Content and composition
Avoid overly simplistic sketch styles
Avoid creating unrealistic or overly fictional subjects
Avoid textures that add unnecessary complexity
Avoid including logos or wordmarks within illustrations
Key takeaways
Keep illustrations simple, inclusive, and consistent.
Use the system to support clarity and recognition, not decoration.
