Lenovo has unveiled its new logo, a response to the company’s renewed vision for its brand.
In addition, the company wanted to express the brand differently while simultaneously addressing some practical issues around readability across global markets. For Lenovo, the new logo needed to be able to reflect the dynamic nature of its users as well as the diversity of its product offerings, a spokesperson told Marketing.
To express the brand’s diversity, multiple colors and visuals are interchangeable behind the logo, which according to Lenovo, was intended to connect its company with key social trends and local preferences. The new L pattern and iconography represent its technological heritage while the rotated ‘e’, is a nod to the angled ‘e’ in the old Lenovo logo as a link to the heritage of the brand.
The new logo will be rolled out in phases throughout the year.
The agency behind the logo redesign and rebranding campaign is Mullen Lowe Group, said the spokesperson.
Noticing that audiences are interacting with brands in different ways, Lenovo intends to improve the way it interacts with its customers. To reflect this, Lenovo’s global CMO, David Roman, said that he had a vision for a technology brand that could break category – one that “feels more like a fashion brand and behaves like an Internet brand.” The new logo is calculated to be simple and timeless, serving as a vehicle for creative expression and content rather than a traditional static logo.