brand strategy
Visual Identity & guidelines
Pattern Design
Event / Environment Design
merchandise
Yea Hwang, Brand Designer
Melissa Herboth, Senior Design Manager
Philip Marchington, Executive Creative Director
When Lenovo rebranded in 2015, there was only one type of pattern within the visual identity system—the L-pattern. The name describes its nature as a simple repetition of the alphabet L from the Lenovo logotype.
Despite its simplicity, the pattern lacked scalability and was quickly outdated. The Brand team needed to introduce a new visual element to elevate the brand expression throughout broader touchpoints.
As a lead designer, I conducted creative explorations to find a new brand pattern or shape language that would add to the Lenovo brand expression. To strengthen its lifespan, I also pulled inspiration from the brand strategy of creating a One Lenovo experience.
After establishing its foundational block, I developed a guideline for optimal usability. The pattern became a critical visual language to communicate the high-level brand message, global brand campaign, and various marketing toolkits and templates.
It was critical to find authentic founding elements. I started with the logo to find what’s fully ownable by the Lenovo brand. It became quintessential in inventing a unique shape library by extracting the hidden geometric shapes within the wordmark.
Just like the Lenovo logo’s containing shape, the Lenovo Alpha Pattern becomes a unique window for various expression.
The pattern is complete when the 6 letters L-E-N-O-N-O come together. This aligns with the business’ vision to build One Lenovo, unifying its multi-vertical solutions under one umbrella.
