Earlier this year during the month of June, Lenovo a multinational computer technology company based in China went into a bold rebranding phase. The company that moved into the smartphone market in 2012 and acquired mobile phone handset maker Motorola Mobility from Google in 2014, decided to move to a new identity.
Never Stand Still – Lenovo’s new identity
While the world was celebrating and debating Google’s new transformation to Alphabet, Lenovo quietly revealed its new branding at the company’s Tech World event in Beijing under the idea “Never Stand Still.” Designed by Saatchi & Saatchi New York the logo was revealed with a lounging “e” and outlined by a box that’s meant to be used digitally. Creatives around the world will be able to change the box background to use a relevant scene, color or photograph, for example.
“When we first started looking at it, it wasn’t about just 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 came up with the idea of a digital logo first … designed to be used on the internet and adaptable to context.”
The new brand identity was symbolic for a company that was founded in 1984. From rising to the top of the computer business the company ranked as the No. 3 smartphone vendor in the most recent quarter (the first quarter of 2015), with a 5.6% market share, and No. 3 in tablets with a 5.3% share.
Even though Lenovo is the No 1 PC brand worldwide, it now depends less and less on revenue from its PC division and has been focusing aggressively in the smartphone and tablet market targeting the millennials. “Our new brand identity is built around a fundamental belief that life rewards those who never stand still. However, this is not only our belief – it is shared by our key customers,” said David on the company blog.
— Yuanqing Yang (@Yuanqing_Lenovo) May 18, 2015
India, the second largest smartphone market has been the key market for Lenovo since the past 10 years. Lenovo’s smartphone shipment market share increased 6% in the June quarter of 2015, becoming the fifth-largest smartphone maker in the country, according to data collated by researcher International Data Corp. This motivated the company to join the Make In India campaign of the present NDA Government with plans to produce 6 million units in 2015-16, beginning with two 4G models. While the Never Stand Still campaign was launched with no branding around the logo but it has slightly tweaked its stance in India. To celebrate the maker spirit of India, the brand initiated a crowdsourced digital campaign.
Crowdsourced dynamic logo
With Lenovo’s CEO Yuanqing Yang and other top guys visiting the country to showcase future tech products and strengthen business relations with the Government, Lenovo India along with its digital agency Experience Commerce asked fans to express their #NeverStandStill attitude in a short 5-15 second video, share it and get the chance to be featured on the Lenovo Logo. The idea was to celebrate the spirit of #NeverStandStill.
In came the responses from fans on Twitter:
Lenovo did a smart tech hack to personalize the video logo. After a fan submitted her video, Lenovo would return with the dynamic logo that would start playing from the video that was given by the fan, making them feel like a true Lenovo fan.
Meanwhile the Twitter account has also been busy sharing live updates from the tech show that has been going on in Delhi today.
The crowdsourced video has been hosted on a microsite with a dynamic list of the fans that have been part of the logo. Besides the microsite is curating all the buzz around the hashtag and has also built a visual display of what’s happening, on the ground, at the Innovation Never Stands Still Showcase.
Smart digital extension of #NeverStandStill
Just a week ago Lenovo reported a net loss of USD 714 million for the September quarter impacted by restructuring costs. However the silver lining for Lenovo is India grew 99 percent year-over-year, hitting an impressive record-high 27 percent share (in PC segment). In Mobile, Lenovo had strong smartphone shipment growth of 135 per cent year-over-year, driven by strong momentum in India and inclusion of Moto. “In key emerging markets of Indonesia, Russia, India and Brazil, Lenovo outgrew the smartphone market by 12, 175, 48 and 4 points, respectively.” While India remains the key market for Lenovo, it is also a competitive market and that’s why we are seeing the top bosses spending time revealing the future products and interacting with business and tech folks.
The digital extension of Never Stand Still brand identity with the smart little tech hack is interesting, nothing bigger than celebrating with fans. As a result we are witnessing the organic trending of “Crowdsourced Lenovo Logo” keyword along with the promoted trend on Twitter.