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share this belief, and we reward them for delivering Given the strong results, handing over the reins
on it. We build products and services for people who to the employees was an easy choice to introduce
share this attitude, and we believe we do this better the new Lenovo brand identity. When employees
than our competitors because it is a mindset that is understood the new identity and attitude and then
truly authentic to our company. It’s this customer- saw the new logo and design in action, they took to
centric purpose that’s fueling the way we express the social media to be the rst ones to share the news.
new Lenovo.”
This generated a lot of momentum and excitement
This new brand attitude has also affected the online.
creation of a new Lenovo logo--now comprised of two The public reveal for the brand occurred at
elements: the word Lenovo (which never changes) Lenovo Tech World, a global technology conference
and the space around it, which is a color “container” for Lenovo customers, suppliers, investors, the press,
for the word that is meant to be truly dynamic and as well as other fans and stakeholders. According to
can incorporate/ exible enough to re ect a range of David Roman, “We exceeded our wildest imagination
images, colors and patterns. Whereas most logos are with thousands of attendees who helped spread
created with rigid rule and restrictions, David Roman the word online about what we said and did at
sees Lenovo’s exible logo container as more than a Tech World. The event worked because we showed
design element. “Our direction to our people is this: never-seen-before concept products and gave rst
ll that container with whatever makes sense, and hand perspective from our leadership including
whatever re ects our “never stand still” attitude ... the CEOs of Baidu, Intel and Microsoft to the right
color, design, images, video. Our people — and our audience. From the minute people walked up to the
customers — have the freedom to make our logo
China National Convention Center, they could sense
a true expression of what matters to them in the something different -- a new day for the new Lenovo.
moment. As a result, the logo is more exible for Our new brand looked just as good on buildings,
digital media — our top priority — because the look on agpoles, and on the big screen as it did on our
and feel can t any context.
products and packaging.
Another departure from traditional marketing is
“As I look across our rebranding thus far, we’ve
that Lenovo never actually announced its new brand. not just changed our look-and-feel but really our
While many companies choose to issue press releases approach to marketing,” admits David Roman. “We
about logo changes and new campaigns, David Roman, have talked about ‘engagement’ for some time, but
instead, believes that internal advocacy is crucial to the rollout of the new brand has forced us to put
success. Earlier in the year, Lenovo CEO Yang Yuanqing those ideas to the test. From co-creation with our
challenged the executive team to fully embrace social Instagram photographers, Tongal videographers, and
media as a means of creating more of a Lenovo voice and
customer community to experiential marketing with
getting closer to customers. As a result, #iamlenovo was Lenovo Tech World, the new Lenovo is thinking and
created to encourage all 60,000 employees to carry the doing things differently.”
Lenovo voice forward online.
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