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Related Content
The Brand Campaign Cookbook takes these
guidelines into account but focuses
specifically on Lenovo’s advertising look and
feel. Both guidelines should be used in
conjunction with one another.
PC+ Strategy
PC+, The Freedom to Do. We’re more for that. Our work should be genuine and
plugged in and more connected today than honest, never overstylized. Do isn’t: Do is:
ever before. Always on. Constantly moving • Deliberate: Lenovo is always in motion—
and constantly Do-ing. And we need People doing People doing
Everything we do, we do with purpose.
Listening and watching how40
machines that can keep up with us. things with interesting, even
our
That’s what PC+ is all about: Machines that computers amazing things
customers use and rely on our machines,
adapt. Technology that shifts, twists and with technology
we tinker and tinker again to get it right,
turns. Devices that are as flexible as you are. making sure the end user experience
That’s why we make laptops that turn into For everyone An exclusive
works in a sublime and perfect way.
tablets. Desktops that turn into tabletops. club for
Lenovo never waits for something to
Smart phones that are actually smart and everyone who
happen— we do everything necessary to
personal computers that take care of wants to Do
make it happen.
business. Because we believe that
• Inspired: Lenovo is enthusiastic and A choice between Substance
technology shouldn’t limit you — it should
passionate about what we Do. There’s an style & substance with attitude
give you the freedom to Do.
intensity behind our belief that technology
x
exists so people can Do great things.
Brand Personality Our spirit is overly optimistic and we
Passive
scenarios
Purposeful
action resulting
Built on five key attributes: expect the same from our customers. you see in most in tangible
We challenge people to max out on tech ads accomplishment
• Pioneering: Lenovo is on a constant their passions to get the most out of our
mission to explore the unknown, machines because that’s what they’re A follower A trailblazer
the unclaimed and the unconventional. built to Do.
Repeatedly venturing into uncharted
• Unconventional: Lenovo is different
territory, driven by a desire to learn.
from other technology companies. We
To accomplish. To achieve. We
look different. Our products are different.
experiment. We take chances. Among a
And we behave differently. We encourage
sea of lookalikes, Lenovo is a trailblazer.
exploration of the unknown and the
PMS 485 C
• Authentic: There’s an intelligence and intriguing. Our communications should
substance to our brand. It’s the opposite stimulate and provoke with a fresh new
of shallow. Lenovo will never pretend to approach to technology.
be something it isn’t, because it’s too real
The Lenovo Brand
Logos
The examples shown are the approved
colors for the Lenovo logo, no other colors
should be used.
Lenovo Logo
Black
Logos can be downloaded from
Branding Resources.
Reversed Logos
Using a reversed Lenovo logo should be
considered when an application requires
more protective space surrounding our logo
for impact. Instances: Web banners, exhibit
design banner, etc.
Lenovo Logo
Reversed on a black background
Lenovo Logo
Gray (PMS 423 C)
Lenovo Logo
Reversed on a gray background (PMS 423 C)
Chinese Lockup
In China the Lenovo logo is most recognized
when followed by Chinese characters.
Lenovo Chinese Lockup
Black
For use in China only. Not for use on
global products.
Lenovo Lockup
For Those Who Do
This is our tagline - it is sacred language.
These four words should never be changed.
Do not create work that features lines like
Lenovo Lockup Lenovo Lockup “For those who teach, for those who create,
Color Reversed Color for those who fix, etc.”
Lockup
The Lenovo + For Those Who Do lockup
should be used as the default corporate
logo when sizing and spacing permits. The
lockup may be reproduced in the colors
shown. A three color lockup is preferred.
Lenovo Trademarks
A trademark identifies a product or service
and distinguishes it from the competition.
Trademark rights can last forever, but
incorrect use can result in trademark rights
being lost.
Lenovo and the Lenovo logo are trademarks of Lenovo in the United States, other countries, or
both. © 2013 Lenovo, all rights reserved.
Lenovo protects its important logos and
names by registering them with trademark
offices around the world.
Lenovo
The Lenovo name and the Lenovo logo
are both registered trademarks and should
be denoted with the notation ®. Proper
usage includes a notation at least once per
publication (typically first appearance) and
always in a prominent position. This is a
requirement for external, customer facing
Lenovo, the Lenovo logo and For Those Who Do are trademarks of Lenovo in the United communications and does not apply to
States, other countries, or both. © 2013 Lenovo, all rights reserved. internal campaigns.
Clear Space
x
A protected area of clear space surrounds
the Lenovo logo and lockup on all print and
x x web applications.
x x
x =
Background Control
The logo and lockup must not be placed on
backgrounds that decrease their legibility, or
threaten their integrity.
The Lenovo logo should be placed on backgrounds with The Lenovo logo should not be placed on backgrounds with
sufficient contrast. insufficient contrast. This includes two, three, and four
dimensional applications, and is extremely
critical at smaller reproduction sizes.
The Lenovo logo may be placed on backgrounds with Do not introduce a shape around the Lenovo lockup that
sufficient clear space around it. suggests a logo.
The Lenovo lockup should be placed on backgrounds with The Lenovo lockup should not be placed on backgrounds
sufficient contrast. with insufficient contrast.
Misuse
The logo and lockup is not to be adjusted,
transposed, warped, manipulated or
changed in any way. This includes specialty
Never change the logo color outside of the official palette. Never change the proportion of the logo. applications, advertising campaigns and
in-house designed materials.
lenovo
Zrilis ero odio delit darta alis lorem These examples illustrate what not to do.
consectem .Epudia iunti te If in doubt, use the original logo or lockup.
sitiis ionessiti ut quiasinum raesseq.
Never place the logo in-line with text. Never typeset the logo.
Do not create other words in the same typestyle. Never contain the logo within a shape.
Never introduce outside elements to the logo. Never lock the Lenovo logo up to a product name.
Never introduce outside elements to the lockup. Never change the lockup colors outside of the official palette.
we make do machines
do is only two letters away from done
do forges dreams into reality
do doesn’t have time for don’t
TIME TO ROLL UP YOUR THINKING SLEEVES
do is only two letters away from done
we make dream realization devices
WE CREATE FOR THE CREATORS
Lenovo WW Visual Identity Guidelines v7.0 August 2013 12
The Lenovo Brand
Typographic Pattern
An important element of the DO+ program
identity is the typographic pattern that
DO+ Application Examples combines Lenovo icons, logos, symbols and
words at a 21° angle. This pattern can be
used on it’s own, as a photo overlay or even
customized for special programs.
Business Partner
Emblems
Lenovo Business Partner emblems may
only be used by Lenovo Business Partners.
There are four level designations: Regular,
Premium, Premium Gold and Platinum.
Lenovo Business Lenovo Premium Business Lenovo Premium Gold Lenovo Platinum Business Certificates are available to support the
Partner Emblem Partner Emblem Business Partner Emblem Partner Emblem various levels of Business Partner activation,
and have been created in PowerPoint to
facilitate customization.
Company name
Geographical Region
………………………………….………….
Local Channel Manager
Title
Division
PDF Files
name-POS-color.eps
PDF files can be used to ensure documents
look the same from system to system when
sharing files with others that don’t have the
same software, platform or fonts.
Lenovo LenovoLogo Black
Lenovo For Those Who Do LenovoLockup Gray PNG Files
Color
Business Partner LenovoBP
1Color PNG images are best used with logos,
Premium Business Partner LenovoPBP
Premium Gold Business Partner LenovoPGoldBP
Multicolor line drawings, icons and photographs
Grayscale
with transparency. (In photos without
transparency, JPEG can be used for smaller
file sizes.)
JPG Files
JPG images are best used with
photographic or bitmap images.
Care must be taken when working with
JPEG images as each time a JPEG is
resaved, more and more compression
artifacts are introduced.
Visual System
The Lenovo visual system is designed
to be dynamic and flexible. This section
will explain the use of color, typography,
photography style and graphic elements.
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VISUAL SYSTEM
White
CMYK 0/0/0/0 | RGB 255/255/255 | HEX #FFFFFF
Lenovo Do
Screen Fonts
Lenovo Do Regular UppeR case The screen fonts for websites are Arial and
Lenovo Do.
WE MAKE THE
Combining headline text with our distinct
colored ribbons can be done a number of
DOESN’T
DO
TOOLS.
ways. To keep order around these, we have
Banded Style
DO. Flag Style
and illustration software such as Adobe
Illustrator, Photoshop or InDesign.
Quick Tip:
Ribbon copy with a mix of the “Lenovo Do”
WE ARE THOSE INSPIRING font in Medium and/or Bold weight generally
works best.
JAW-DROPPING
WHO DO. START DOING NOW
WE MAKE DO MACHINES. DO
THIS IS THE PEOPLE DOESN’T
WHO DO NOT WAIT. HAVE
MAKE THINGS
HAPPEN. THIS IS FOR TIME FOR
THE ERS. DON’T
Lenovo WW Visual Identity Guidelines v7.0 August 2013 21
Visual System
Multimode Icons
Lenovo has introduced a new level of
computing with its multimode devices.
For the first time, powerful computers can
transform between multiple modes and
adapt to whatever the situation demands.
ThinkPad X1
Type may be set in one of our corporate
may be mixed colors so long as it retains legibility. Using
Example of an a combination of type weights, pattern and
with other acceptable color color creates a strong, ownable look for
colors as long use combining: Lenovo communications.
• Lenovo Red
as legibility is • White
The type must be set in colors that remain
legible over the background.
retained. • Black
• Distressed White A mix of Helvetica Neue and Lenovo Do
fonts is acceptable.
Text on Flag Ribbon
35.5
22 Example Applications
The Lenovo identity will come to life on
the materials we use to communicate.
These include stationery, presentations,
5
websites, environments and more.
Correct and consistent use of the visual
10 system will be the determining factor
for a successful identity.
40
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Example Applications
39 25
22
35.5
Size
8 1/2” x 11” Letterhead
(216 mm x 279 mm)
A sample letterhead template is shown and
5
DATE: March 15, 2011 Material
10 Cougar White Smooth provides specifications, type and color.
TO: Name of Addressee 80T (or comparable)
Title
Lorem ipsum
24
79
Size
9 1/2” x 4 1/8” Business Envelope
Morrisville, NC 27560
1009 Think Place
(241 mm x 105 mm)
A standard business envelope is shown.
10 54 Colors
Pantone 485 Red This basic format can be followed for all
10
Pantone 484 Dark Red
Pantone Process Black
similar-sized U.S. and DIN envelopes.
CONFIDENTIAL: Yes or No
Email Format
Email Signature
Consistent use of our electronic Microsoft
Outlook email signatures will contribute to a
consistent brand language and a common
voice with our outside customers.
Employee Badge
We PLAN
We PLAN
before
before
we pledge.
we pledge.
想清楚再承诺
想清楚再承诺 The standard worldwide badge design
We PLAN before we pledge. We PERFORM
We PERFORM
承诺就要兑现
承诺就要兑现
as weaspromise.
we promise. is shown. Some geographies may have
想清楚再承诺
We PERFORM as we promise. We PRIORITIZE
We PRIORITIZE
company
company
first. first. different technologies built into their
承诺就要兑现 公司利益至上
公司利益至上
We PRIORITIZE company first. PRACTICE
WeWeWe PRACTICE
PLAN improving
before improving
we everyevery
pledge. day. day. badges, such as security chips, that may
每一年每一天我们都在进步
每一年每一天我们都在进步
公司利益至上 想清楚再承诺
PIONEER
WeWeWe PIONEER
newas
ideas.
new
require slight shifts in design elements.
we ideas.
Adala
Adala
We PRACTICE improving every day.
每一年每一天我们都在进步 敢为天下先
PERFORM
敢为天下先
承诺就要兑现
promise.
In these cases, please use this design as
Molani
Molani
We PIONEER new ideas.
敢为天下先
We PRIORITIZE company first.
公司利益至上
We PLAN before we pledge.
a starting point.
想清楚再承诺
We PRACTICE improving every day. We PERFORM as we promise.
每一年每一天我们都在进步
We PIONEER new ideas.
For artwork, click the link below:
承诺就要兑现
We PRIORITIZE company first.
Adala
Regular Employee Badge (front) Employee
敢为天下先 Badge (back) 公司利益至上
• Badge Artwork
We PRACTICE improving every day.
Molani 每一年每一天我们都在进步
We PIONEER new ideas.
Adala 敢为天下先
Molani
Expires:
Albert
Albert GUEST
Dirk
Dirk Thursday, 05/15/11
Einstein
Einstein
Dirk Haffenshlaft
Haffenshlaft
Haffenshlaft
Albert Dirk
Einstein Haffenshlaft
First M. Last
Dirk Albert
My Company Name Dirk
Haffenshlaft Einstein
Optional Line 3 Haffenshlaft
Corporate Presentations
It is important to project a consistent image
of the company through our internal and
external communications. The corporate
presentation template should be used for all
electronic presentations.
Printing Tip:
When printing 16:9, choose “Scale to fit
paper” from print dialogue. This will ensure
the whole slide is printed on your selected
paper size.
Information Security:
Active presentations should be updated
in order to be compliant with new Lenovo
information security requirements.
Presentations containing restricted content
should use the following templates:
Opening/Closing Animations
Using the Lenovo logo in the opening and
closing frames is required. This nicely
bookends the video and offers a strong
reinforcement of our visual identity.
Annual Report
Lenovo’s annual report provides an
excellent opportunity to showcase our visual
identity to our shareholders. By combining
brand campaign imagery, color palette
and typography style, this communication
becomes very on-brand.
Lenovo.com
Lenovo.com is one of the most important
communicators of our brand. It is a rich,
complex, and ever-changing environment
that balances technology with searchable
and findable content, designs that follow
corporate and campaign guidelines, and
user experiences that are optimized to
convert visitors into customers.
Social Media
Social media is becoming globally pervasive
and allows for Lenovo to communicate on
a different level with customers, business
partners and many other audiences that
haven’t been reached before.
Lenovo Social
Windows 8 on the Lenovo Yoga Windows 8 Think Apps on the ThinkPad Tablet 2
Desktop Personality
Branded wallpapers and a Lenovo For Those
Who Do screensaver have been created.
These can be used internally and externally
to ensure your computer is living the brand.
Office Environment
Creating a first and lasting impression of
our facilities to employees and customers
is an important aspect of our visual identity.
These spaces will be more lasting and
should invoke a sense of quality, longevity
and the Doer spirit.
Meeting Rooms
External Events
Three dimensional spaces offer a great
opportunity to bring the Lenovo brand to life.
A few scalable details to keep in mind when
designing for events:
Brand Internalization
Bringing the energy behind the brand
campaign into the work place is an
important aspect of building a positive and
energetic corporate culture. The applications
shown here are just some of the ideas that
can boost an environment.
Merchandise
Great care should be taken when applying
the Lenovo visual identity to merchandise
and giveaways. Materials should be high
quality and innovative when appropriate.
Tshirt Backpack
USB Drive
Product Brands
Lenovo has adopted a master brand Logos
strategy with two business groups: All work will be signed off with the
Lenovo and Think. Lenovo + For Those Who Do exclusively.
Product brand logos will only be permissible
The Lenovo Business Group is focused on when seen on the products themselves.
creating innovative consumer products, Ideally, they should not be used as
which formerly used the IdeaPad, independent elements within any
IdeaCentre, IdeaTab and IdeaPhone product advertising (Brand or DG).
brand names.
ThinkPad Product
Brand Logos
ThinkPad product brand logos have been
created using specifically drawn characters.
This was done to make the marks unique
and difficult to duplicate. Never re-create or
set them in another type style.
Hierarchy
The Lenovo logo should have visual
prominence over the ThinkPad product
brand logos. Packaging, user interfaces
and products are a few places where this
may occur. Please respect the allowable
clearspace rules around the Lenovo logo.
Hierarchy
The height of a commercial product brand logo should not exceed 80% of the height of the Lenovo Logo Sizing is one way to accomplish this
hierarchy, but other variables could work:
• Color
x x = Lenovo logo height • Contrast with background
• Different fascia: On three- dimensional
x surfaces the Lenovo logo may be on
a panel adjacent to the Think product
brand logo
80% of x
Lenovo Product
Packaging
An important customer touch point,
packaging creates an opportunity to
showcase the Lenovo brand attitude in
retail. The post purchase, or out-of-box
experience, is another way to connect with
users, and should be exceptional.
PMS 485 C
Kathy Palmisano, Graphic Designer
kathyp@lenovo.com
• Pg 3 Guideline Intent updated
• Pg 4 The Lenovo Brand updated
• Pg 41 Brand Internalization updated
• Pg 42 Merchandise added