Lenovo Group Limited
2006 ReBrand 100 Winners > meritIndustry: Technology - Below: Before Image, Rebrand Images, Summary, Credits Summary: Challenge – Operating in an industry characterized by innovation and transformation, the brand needed to be repositioned for heightened growth in the marketplace and heightened awareness among international consumers. In view of the group’s rapid expansion, there was a need to refocus the brand and provide an architecture and identity that fully captures its business diversification and goal of internationalization. Strategy/Result - The Lenovo promise of “Technology setting you free” is expressed through the name and identity. Lenovo, pronounced “len nau vau”, connects “Le”, a nod to its previous name of Legend, and “Novus” the Latin root for new. The identity uses a modern sans serif wordmark for simplicity and future focus. The “e” stroke slants upwards implying the expansion of both lifestyle and business horizons. Launched in May 2003 (product) and April 2004 (corporate), the rebrand specifically catered to the Group’s diversified business development and laid the groundwork for its expansion in overseas markets. Over the past years, Lenovo has gained significant international awareness and acceptance, factoring into its participation of The Olympic Parter (TOP) programme and its acquisition of IBM’s PC hardware division. Credits: Client: Lenovo Group Limited - www.lenovo.com Creative Firm: FutureBrand Hong Kong Limited - www.futurebrand.com Design Director: Miu Choy Senior Designer: Franki Kam [back] |
