A wordmark is a text-based logo that represents a brand using a distinct typographic style.
Use our subbrand wordmarks to maintain a clear and consistent connection to Lenovo across all applications.
Download subbrand wordmarks
Important note: Brand assets, sonic or visual, cannot be used to train AI models as they are not licensed for that particular use.
Structure
Formatting
Each subbrand wordmark follows a consistent format:
- Lenovo appears first on its own line
- The subbrand name follows with visual emphasis
Use the approved artwork. Avoid recreating or modifying the structure.
Sizing
Size the Lenovo logo first, then scale the subbrand wordmark proportionally.
Subbrand wordmarks use a fixed size relationship with the Lenovo logo and should remain consistent across layouts.
Avoid scaling subbrand wordmarks independently.
Subbrand wordmarks should not exceed twice the height of the Lenovo logo containing shape.
Lenovo logo (H) = (H) Lenovo TruScale subbrand wordmarks (not all shown)
Lenovo logo (H) = 1.2 x (H) Lenovo Think subbrand wordmarks (not all shown)
Lenovo logo (H) = 1.1 x (H) Lenovo Legion, Lenovo LOQ, Lenovo Yoga, Lenovo Idea subbrand wordmarks
Clear Space
Maintain a clear space around the wordmark equal to the height of the “L” in the Lenovo logo.
Avoid placing text, imagery, or other elements within this space.
Positioning
Keep the Lenovo logo and subbrand wordmark separate. Avoid locking them up together.
Place both elements with clear spacing and hierarchy, so each remains legible and distinct.
Subbrand wordmarks are designed for horizontal use. Only adjust orientation when needed to support the layout, while maintaining clarity and legibility.
Use one of the following placement options:
Left margin alignment
Place wordmark against the left margin. It may move vertically to suit the layout.
Grid alignment
Align wordmark to the copy grid. It may move vertically within the grid to support the layout.
Usage with smarter gradients
Ensure sufficient contrast between the background, logo, and subbrand wordmark to maintain legibility.
Use this approach
Use darker wordmark versions (black or Deep Purple 1) on light backgrounds and lighter versions (white) on dark backgrounds.
Avoid this approach
Avoid using light subbrand wordmarks on pale colors and dark subbrand wordmarks on deep colors.
Color
Use neutral wordmark versions, black or white, in most cases. Choose the version that provides the strongest contrast with the background. Use approved Think family color variations where applicable.
Lenovo subbrand neutral wordmark color example
Lenovo Think family 2-color negative and positive (preferred)
Lenovo Think family one-color negative and positive
Long-form content
On first mention within a layout, use Lenovo followed by the subbrand or product name. For later mentions in the same layout, use the subbrand or product name on its own.
Welcome to the Lenovo Yoga family and our latest offering. Yoga Book 9i writes a new chapter on what a multimode laptop can be.
Example A
Alternate
Welcome to Lenovo Yoga 9i, the laptop that is rewriting the chapter on multimode functionality.
Example B
Lenovo ThinkPad systems are engineered for durability. We know your business depends on your PC to keep you going. So every ThinkPad is made to endure.
Alternate
Built for endurance, every Lenovo ThinkPad system is engineered for durability to keep your business going.
Descriptors and alternative formats
Use product descriptors as text, not as part of the subbrand wordmark.
- Use approved corporate typefaces
- Avoid attaching descriptors to subbrand wordmarks
In space-constrained layouts, use the subbrand name as standard text instead of the wordmark.
Motorola guidance
When Lenovo and Motorola appear together, use the Lenovo logo and the “Motorola: A Lenovo company” logo lockup.
Use the lockup version that best fits the layout while maintaining clear hierarchy and legibility.
For complete guidance and approved variations, download the Lenovo and Motorola cobranding guidelines.
Lenovo and Motorola cobranding
Place the Lenovo and Motorola logos so they remain separate and independently recognizable. Avoid combining or locking up the logos together.
In environments such as events, offices, or retail spaces, adjust placement to maintain clear hierarchy and visibility.
Event example
Communication examples
Applications
Common mistakes to avoid
Avoid using outdated versions of subbrand wordmarks.
Avoid placing subbrand wordmarks inside containing shapes.
Avoid placing subbrand wordmarks on low-contrast or poorly legible backgrounds.
Avoid using subbrand wordmarks as replacements for text in headlines or body copy.
Avoid using red as a styling accent to mimic Lenovo branding or embellishing STFA or SAFA.
Avoid using “Think” as a standalone wordmark or combining it with other words. Use only approved subbrand wordmarks.
Not every offering requires a subbrand or wordmark. For guidance on when to create a brand, when to use a name, and how to treat offerings outside the approved subbrand portfolio, see branding and naming.
Need help? Contact the Brand Help Desk for guidance or review.
