What was Lenovo's previous logo?

On the morning of April 28th, 2003, Lenovo, a domestic brand, held a press conference to announce the official launch of Lenovo's new logo. From this day on, Lenovo replaced the 19 logo worth 20 billion yuan and adopted a new logo——Lenovo to communicate with the public. Lenovo's original English logo“Legend "(legendary meaning) may be replaced by a new English logo“Lenovo" (innovative meaning). The company undertaking the design of Lenovo's new logo is FutureBrand Company in Hong Kong.

The disadvantages of over-changing the logo are obvious: it is difficult for the original consumers to recognize the brand, while the potential consumers completely think that it is a new brand. It can be said that its original brand equity is gone. For example, Lenovo, although the Chinese name remains unchanged, the English name ranges from "LEGEND" to "Lenovo", and the first two letters are the same, but in terms of vision and meaning (LEGEND means "legend" and Lenovo means "innovation"), they are completely two names and two brands, which are irrelevant to each other. Therefore, it is easy to cause obstacles in recognition.

Some people say that Lenovo's rebranding is intended to be overseas. However, Lenovo's overseas expansion will encounter trademark embarrassment. Lenovo's Lenovo trademark has been legally registered in many countries. Because it means good and is a complete word, it is not surprising that it is favored by people, but it is not malicious cybersquatting. In other words, once Lenovo wants to enter foreign markets, trademark problems will surface. ? However, Lenovo has to pay a huge price for the new logo, which shows Yang's determination to create a "new Lenovo". However, after changing the logo, everything can't be all right. Enterprises should change their appearance and realize the fundamental change of internal development strategy. Changing the logo is the first step of Lenovo's transformation and internationalization. Whether Lenovo brand can truly become a long-term well-known brand in the international market still has a long way to go. Obviously, the strategic transformation behind brand change is a much more complicated activity. Only by systematically changing the strategic formulation process, management process, business process and organizational system can enterprises finally realize the real change from the inside out. For Lenovo, besides the change of logo, it can also carry out bolder reforms in non-PC business, stock market, talents, management, capital and internationalization of corporate culture. ?

Lenovo, as the CI part of corporate identity system (CIS), can't let the value of bid change be reflected in the whole of "New Lenovo". VI, as an enterprise concept, and BI, as an enterprise organizational behavior, are the most important things behind the bid change. ? On April 28th, 2003, lenovo officially changed the old logo legend to Lenovo, and held a press conference online. After the meeting, Chairman Liu Chuanzhi, President Yang and Chief Financial Officer of Lenovo Group answered questions from major media reporters in China. The full text is as follows:

"Lenovo" (pronounced len &；; AposNouvou), a brand-new English name, is the development and sublimation on the basis of inheriting the existing brand assets. LE stands for Lenovo's former English name LEGEND, and novo is a Latin root with a long history, which stands for originality and innovation. The moral of the whole brand name is "innovative association? Liu Shu, editor-in-chief of Sina Finance Center: What is the significance of this new brand?

Yang: I have already talked about this problem in my previous speech. We hope that our brand will contain four contents in the future, one is honesty, the other is innovation vitality, the other is quality professional service, and the other is comfort. Then there are some brand connotations inherited from our past operations, such as honesty and comfort repeatedly emphasized by President Liu, and we also look forward to development. Of course, this development is not enough, and it must be done. We hope to have a more innovative enterprise and a company that provides high-quality professional services. These words are finally passed on to our customers with tangible actions. This is the connotation of our brand. ? Chenguang Li, Guangxi Daily: Lenovo's logo in the past was very eye-catching, and people who can speak English knew Lenovo's ambition at a glance. The new logo is not like English now. Can you express its meaning in one sentence?

Yang: We also try to use direct English letters as our logo. Just like LEGEND, other English letters are probably easier to be registered, so in fact, most international enterprises probably adopt some creative methods when choosing trademarks. Both Intel and Sony are like this, so this time we chose the name Lenovo. In fact, this name also has a memorable component. LEN is the original prefix, and NOVO Latin means innovation, so I think it is better to record it.

Liu Chuanzhi: When Lenovo was founded, when it was called Lenovo, it was the last company in Hong Kong, so it was just to make a living, and it was never expected to be internationalized. So it should be said that this is a historical evolution process. With the development of the situation, when we have higher goals and pursuits, we are excited, because Lenovo's old people and new people all hope that Lenovo will have greater development and let the country benefit ourselves more. So in this case, there is emotion, but it should be said that excitement is greater than emotion.

Note: LEGEND means "legend" in English. Lenovo means "innovative association". ?