Lenovo gave itself a brand refresh at its Tech World event last week - including multiple new logos - as it undergoes a business transformation.
The company has said it is changing from mostly making hardware to a hardware and software firm.
"Lenovo has changed dramatically from its roots solely as a PC company, recently celebrating the 10 year anniversary of its acquisition of the IBM PCD business," it said in a statement. "That initial acquisition launched Lenovo to become a $46 billion technology leader and one of the world’s leading consumer electronics companies.
"This momentum also spurred growth into new businesses and devices including smartphones and servers boosted by acquisitions of Motorola Mobility and IBM’s X86 server business in 2014.
"To mark this strategic shift, Lenovo debuted its new logo at Tech World. 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."
David Roman, Lenovo's CMO said the firm didn't want to do what everyone else does with its logo, and instead opted for a windowed-style logo that can change colour and background depending on the product or service.
"There are multiple versions of the logo and we wanted it to relect the new Lenovo," he said.
Check out his comments in the video below:
Here are some examples of Lenovo's new logos, including a vertical variant from its website:
Looking back on Lenovo's Tech World event last week, the firm revealed:
· A Magic View smartwatch with two screens and a virtual display
· Smart Cast, a smartphone concept allowing users to project content and virtual interactive interfaces (such as a virtualised keyboard for typing)
· Smart Shoes, an Internet of Things fitness tool
- Chromecast rival streaming device Lenovo Cast
· The new ThinkPad 10 tablet
· Cortana integration with its devices, including REACHit, whereby users can extend the search capabilities of Cortana to non-Microsoft services
· Two new SAN storage arrays, the S2200 and S3200
In 2014, Lenovo announced the formation of ShenQi, a separate company that began operating under an internet-based business model in China in April. At Tech World, ShenQi highlighted several devices including new slim power banks, 3D printers that can print food (using chocolate for example), the smallest dual-track outdoor sound box and a smart home control center based on WiFi.
The Smart Shoes concept is an Internet of Things (IoT) product that leverages the cloud to tie together hardware, software and applications in a new way. The smart shoes display a person’s mood on its screen as well as track and analyse fitness data including heart beats and caloric consumption, while providing maps and directions to places.
"The smart shoes concept fits into Lenovo’s IoT cloud strategy to build an ecosystem including open SDK platform, innovation incubator with professionals from different areas, smart devices, supply chains and powerful backend cloud infrastructure," Lenovo said in a statement.
The company is exploring emerging fields such as robots and unmanned aerial vehicles.
Lenovo has already teamed up with Intel to explore natural human expressions like gestures, speech, and facial expressions.
Plus, it is looking at using Intel's RealSense Cameras, which come as an optional feature in several Lenovo devices, including laptops and all-in-one desktops, and help enable new ways to interact, including password free login with Windows Hello using Windows 10, video conferencing and more.
Intel CEO Brian Krzanich joined Lenovo CEO Yang Yuanqing on stage to demonstrate the next generation Intel RealSense Camera specifically designed for tablets and mobile form factors that brings 3D scanning capabilities at consumer price points as well as other usages like depth-enhanced photo and video, augmented reality and gaming.
Krzanich also discussed Intel’s intent to bring Intel RealSense technology to emerging devices like robots, drones, wearables and the Internet of Things.
Also at Tech World, Robin Li, CEO of AI research firm Baidu, demonstrated how advancements in Deep Learning and Big Data technology could improve the user experience. Baidu’s newest achievement in AI focuses on computers making decisions and giving verbal answers based on their recognition of pictures and understanding of questions.
Robin also demonstrated new features of Baidu Translator. After a user takes a picture of a menu with his or her mobile phone, the app can translate the entire menu into Chinese and display it in full-screen.
Li also addressed how AI-based picture and voice recognition technology can be applied to people’s lives today. He shared two examples: finding clothes to purchase based on a photo of an outfit someone is wearing to digitally mashing-up user images of tourist destinations in Nepal before the earthquake to digitally reconstruct those hot-spots.
Lenovo announced a new UK boss earlier this week and has made several other promotions within its business.
Also, Lenovo wasn't the only one to change its logo this past week. Corsair revised its logo following criticism of its gaming branding.
Plus, HP is also preparing to split its business in two later this year (separating its PC/printer and enterprise divisions), after unveiling its Enterprise logo back in April.