As the world’s largest PC manufacturer, Lenovo felt hamstrung by its visual identity, a relic of a company that had been driven more by engineering than design.

Our research on four continents revealed that while consumers appreciated Apple-like simplicity, they also yearned for colour, energy and fun in their lifestyle brands. This led to an elegant, simplified wordmark, held within a containing device that allowed the logo to behave more like a fashion label, bringing both sophistication and a playfulness to the brand.

The new identity has been embraced by Lenovo’s customers and has provided a focus for internal culture change.