DESIGN STRATEGY / BRAND DESIGN
LENOVO
Overview
When Lenovo, a global leader in technology, sought to redefine their brand identity, we embarked on a collaborative journey to create a dynamic, forward-facing brand. Using an immersive on-site, multi-day brand workshop, we engaged with key Lenovo stakeholders to delve deep into the brand's essence and product line. Our goal was to create a cohesive brand identity reflected in the diverse range of products Lenovo offers, reinforcing their core brand message of innovation, progress, and technological prowess.
The Details
The Brand Workshop
A crucial step in our approach was the on-site, multi-day brand workshop, a deep-dive into the existing brand, customer personas, competitive landscape, and vision for the future. We used the insights from these sessions to drive our creative process, ensuring alignment with Lenovo's business objectives and values. The outputs from this workshop informed our design direction, laying the foundation for a unique brand identity that resonated with Lenovo's target audience and market positioning.
The Branding Concept
Our branding concept was to transform the Lenovo logo into a 'window' into their world - dynamic, vibrant, and always in forward motion. This concept was encapsulated in the Lenovo tag, which was designed to emulate the unique characteristics and 'DNA' of each product. Through the use of different colors, materials, and finishes, the 'window' provided a subtle glimpse into each product's unique identity, reinforcing Lenovo's core brand message.
The Product Branding
Yoga Book: A high-end product designed for creative and modern consumers, the Yoga Book features a brushed electroform metal nameplate in gold, silver, or gunmetal. The logo placement on the bottom right edge below the keyboard further enhances its luxury appeal.
Moto Z Force: The brand design for Moto Z Force symbolized the union of utility, adaptability, and smart functionality, represented by white text on a red carbon fiber surface.
Ideapad y910 & KM800 2017: Reflecting the themes of fantasy, sci-fi, and gaming, the Ideapad y910 and KM800 2017 had a black logo in an opaque window, finished in gloss and opaque over changing lights.
Thinkpad X1 Carbon: Speed, strength, and high performance were the defining characteristics of the Thinkpad X1 Carbon. The logo design used white text on red carbon fiber, symbolizing Lenovo's iconic heritage and high-tech performance.
System X3850 X6: The branding of System X3850 X6 echoed Lenovo's heritage of industrial strength and reliability, featuring a lensclad nameplate and white text on red carbon fiber.
By the end of the project, we had created a brand identity that not only unified Lenovo's diverse product range but also strongly reinforced their position as a forward-thinking leader in technology.
