Use imagery to bring the Lenovo brand to life.
Every image should feel intentional, tell a clear story, and support our vision of “Smarter technology for all.”
Our imagey should feel:
- Purposeful: Grounded in a clear idea
- Unexpected: Offering a fresh, distinctive perspective
- Brave: Confident, bold, with a strong point of view
Download brand imagery
Important note: Brand assets, sonic or visual, cannot be used to train AI models as they are not licensed for that particular use.
Brand image collections
Use the brand image collections to find imagery that supports your story. These categories are guides, not restrictions. Images can be used flexibly across topics when supported by clear, meaningful copy.
Abstract
Adds texture, movement, and visual interest. Use as a backdrop or to metaphorically represent ideas.
Signature brand imagery
Custom photography and cinemographs created specifically for Lenovo. Use for high-impact brand storytelling.
People
Authentic, real moments that reflect the inclusivity, curiosity, and energy of the world we serve.
Industry
Represents key sectors such as education, healthcare, finance, manufacturing, and small business.
Innovation
Shows industry technologies such as AI and edge computing.
Services and solutions
Highlights how we support customers through expertise and problem-solving.
Sports and sponsorships
Captures the energy and inclusivity of sports-related storytelling.
Technology in use
Focuses on real environments and people using technology in context.
Workplace culture
Reflects our global teams, values, and working environments.
Photography
Use photography to create a distinctive and recognizable brand point of view.
Across all imagery:
- Be intentional: Every image should support a clear story
- Be authentic: Capture real, believable moments. Avoid staged or artificial scenarios.
- Use composition: Frame subjects clearly and with purpose
- Use color with purpose: Use the brand palette to guide focus and maintain balance
- Create real environments: Avoid overly styled or artificial spaces
Product photography
Backgrounds
- Use approved or dimensional backgrounds that reflect the brand palette
- Avoid overly textured or busy backgrounds
Props
- Use props with purpose to support the product story
- Keep props simple and complementary
Composition
- Use framing and angles to create clarity and visual interest
Lifestyle and use case photography
Approach
- Capture real, natural moments
- Prioritize authenticity over polish
- Use real-world settings that feel authentic and thoughtfully composed
- Avoid staged, unrealistic, or overly artificial scenarios
Mood
- Show people engaged in meaningful activity
- Avoid forced expressions or unnecessary posing
- Use smiles only when they feel natural to the moment
Composition
- Use framing and perspective to create a distinctive point of view
- Frame subjects to clearly support the story
Color
- Use the brand palette to create a recognizable visual world
- Use red strategically to guide focus
- Balance with connector and secondary colors
Talent and representation
Imagery should always reflect the inclusivity of the global communities we serve.
- Represent a range of ages, identities, abilities, and experiences
- Avoid stereotypes and unconscious bias
- Show a full range of emotions across all people
- Choose talent that authentically represents the scenario
| Consumer | Commercial |
| Talent | Talent |
| Show individuality, curiosity, and character. | Look for people with distinctive qualities. |
| Capture people in real, unposed moments. | Avoid generic or overly polished business imagery. |
| Avoid caricatures or exaggerated styling. | Prioritize credibility and presence over perfection. |
| Styling | Styling |
| Reflect personal expression and personality. | Keep wardrobe professional but distinctive. |
| Keep wardrobe natural, lived-in, and authentic. | Use styling to subtly express the brand palette. |
| Avoid overly styled or trend-driven looks. | Avoid overly corporate or uniform looks. |
Selecting stock imagery
Choose imagery that feels authentic and natural
Look for real moments and believable environments
Use neutral backgrounds when color adjustment is needed
Apply subtle retouching to align with the brand palette
When representing AI in imagery:
Choose imagery that feels human-centered and credible
Avoid visuals that feel sci-fi, surreal, or overly artificial
Sourcing guidance
Choose imagery that reflects the inclusivity of the people and communities we serve.
- Prioritize authenticity and respectful representation
- Ensure subjects feel real and relevant to the story
Getty Images | Getty Images video | Eye Em
Image retouching
Retouching should enhance imagery while keeping it natural and realistic.
Use red with intention
- Use red to create focus or highlight key elements
Align with palette
- Adjust tones to feel warmer and more connected to the brand.
- Avoid over-editing.
Maintain balance
- Use the full palette to create contrast and depth
- Ensure adjustments support clarity and realism
Color best practices
- Use color to guide attention and create depth
- Use red strategically
- Balance primary, connector, and secondary colors
Common mistakes to avoid
Color and composition
Avoid colors outside the brand palette
Avoid low-contrast combinations
Avoid black-and-white photography
Image quality and realism
Avoid overly posed, heavily edited, or unnatural imagery
Avoid cliché or overly familiar visuals
Avoid unrealistic or staged scenarios
Composition and usage
Avoid combining or compositing images unnaturally
Avoid mixing illustration with photography
Avoid cropping images into shapes or altering their format
Content and representation
Avoid replacing people with objects without a clear purpose
Avoid using blue as the dominant color in imagery
Avoid including logos or wordmarks within images
Key takeaway
Always use imagery to tell clear, authentic, and purposeful stories. Focus on real moments, thoughtful composition, and balanced color to create a consistent and recognizable visual world.
