The moment Lenovo bought the APPLE personal computer division, few consumers in the Circumstance. S. had ever noticed of the Chinese consumer electronics maker. Ten years later, Lenovo is a well-recognized brand, but one with a shifting business design. And in the post-PC era, it can ready for a new look.
Lenovo today launches a brand new logo that can be dynamically changed — but only by its organizations and agreed-upon partners. The modernized moniker created by Saatchi, Nyc, has a lounging “e” and is outlined by a package that’s meant to be used digitally. Creatives around the world should be able to change the box background to utilize a relevant field, color or photograph, for example. The corporation will bring in the new aspect at their first Lenovo Tech Community global conference in Beijing today.
“When we first started looking at it, it wasn’t about simply a change in typography or the look of the logo, ” said Lenovo Chief Marketing Officer David Roman. “We asked ‘If we really are a net-driven, customer-centric company, what should the logo look like? ‘ We emerged up with the idea of searching for logo first… designed to be applied on the internet and versatile to context. ”
The logo update is remarkable of Lenovo’s ongoing alteration. The company recently attained IBM’s server division and another well-known U. S i9000. brand in Motorola’s mobile division. While Lenovo has pushed along the APPLE ThinkPad (now the Lenovo ThinkPad), it also developed an unique innovations and brands, including IdeaPad tablets and Yoga convertibles. In touch screen phones, Lenovo uses its own brand combined with Motorola brand in the U. H. and globally; at Technical World, it will eventually roll away the customizable Moto Times brand in China.
Lenovo now depends a lot less on earnings from its PERSONAL COMPUTER division, even thought that part of its business is still expanding. Its fiscal next quarter ended in Walk showed that 63% of total earnings came from PC sales versus 83% during the same period the previous year.
Revenue of PCs for the fourth quarter were $7. 2 billion, up 11% year over year, and total gross annual earnings for the PC division was $33. 4 billion, an increase of 5%. Lenovo’s mobile sales of touch screen phones and tablets, aided by its Motorola acquisition and two quarters of chemical sales (the company was acquired in October 2014), jumped 71% year over year to $9. one particular billion, and represented twenty percent of total company sales.
Lenovo ranked as the No. 3 smartphone supplier in the most recent quarter (the first 1 / 4 of 2015), with a 5. 6% market show, and No. 3 in tablets with a 5. 3% share. Notably, Lenovo was the only gadget maker in the top four that noted year-over-year growth (23%), according to IDC.
Lenovo is still the Number 1 COMPUTER brand worldwide, according to IDC, with a 20. 2% business at the end of 2014, addressing growth of 10. 1% year over year. This is the Number 4 seller in the Circumstance. S., behind HP, Dell and Apple, with a 10. 7% share, matching to IDC.
There will be no branding plan around the new emblem; it will be explained out as an organic and natural change under the brand idea “Never Stand Even now. ” As part of the “Never Stand Still” initiative, Lenovo used creative-industry crowdsourcer Tongal to post a brief seeking five different takes on original branded screenplays to become films. In addition, it recently started out a #IHackedLife campaign taking lifehacks and can show some of the best ideas at Tech World.
Lenovo uses Instagram photographers to post their own needs on brand ideas or directives, and works together with YouTubers such as comedy online video producer Ryan Higa in an effort it will expand this year with “celebrity” endorsements. DLKW Lowe continues as Lenovo’s company and “brand steward” as well as oversees other efforts, Mr. Roman said.
“I’m almost sure how it will develop, inch he said. “We want to change the process radically of how we do marketing. One of the challenges with today is you don’t have as much control…. We’re going have a lot of flexibility. I think as marketing people we’re used to all of that. ”