Lenovo has a new logo that it says is now 'more personal'

Lara O'Reilly

Lenovo, the Chinese tech company that also now owns Motorola, has designed a new logo.

Here's the new branding:

This is what the logo used to look like:

The new branding was designed by Saatchi & Saatchi New York. It was specifically designed to be a box shape so that the background can be edited to include different colors, materials, images, or video.

Lenovo's chief marketing officer David Roman explained the thinking behind the new identity at the company's Tech World event in Beijing last week: "We want people to see us as being this company that spans different categories, that has this attitude of never stand still, that's really focused on the internet ... so let's have a logo that helps us convey that."

An e-mailed press release from Lenovo says: "The new logo offers a more personal, engaging and consumer-centric experience that reflects Lenovo’s personality and incorporates its rich heritage of acquisitions and original innovation DNA."

It's always difficult to get excited about new logos, but the reaction to this launch from design experts has been noticeably subdued.

The Brand New blog, which reviews corporate and brand identity work, described it as "bland."Comments on the Brand New post include:

"Wow, a rotated 'e', that's something I've never seen before. *sigh*"

"I don't love it - But I certainly don't hate it. It's a shame to lose the sharpness on the 'e'. And you can tell the 'e' is made from cutting into a 'o'. which I think makes the letter look odd."

"Totally like Buzzfeed, especially the red variant."

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