Published on January 13, 2009
Global Lenovo Business PartnerMarketing Guide : Lenovo Business Partner Marketing Guide Global Lenovo Business PartnerMarketing Guide July 2005 Introduction : Introduction In June we sent a guide defining our new branding. Now we are updating the guide to include new elements. Included is a Lenovo Business Partner emblem. Business Partners who have signed the Business Partner Agreement may use it. And Advanced and Premier members of the IBM PartnerWorld program may use it. Lenovo will announce its partner program at a later date. This guide is designed to help you understand these changes, adapt them for use in your own communications and market our products appropriately. They cover ALL marketing communications, including advertising, direct mail and web. Creative Guidelines : Creative Guidelines Question? : Question? Question: What Stays the Same? The Business Partner Agreement remains the same, but transitions to Lenovo Existing trademarks or service marks Question What is New? Lenovo Business Partner Emblem Change from ThinkCentre/ThinkPad to ThinkPad/ThinkCentre Signature (ThinkPad, ThinkCentre) Separation of ThinkPad and ThinkCentre products from IBM products “ThinkPad is a product of Lenovo” product line Lenovo Business Partner Emblem : Lenovo Business Partner Emblem Using the emblem Any Business Partner who has signed a Business Partner Agreement, or Advanced and Premier Partners in the PartnerWorld program who sell ThinkPad and ThinkCentre products may use this emblem. This includes Distributors, Tier 1 & 2 partners. All Partners, including Member level partners, may refer to themselves as a Lenovo Business Partner in text. This emblem can be used in conjunction with the ThinkPad/ThinkCentre logo. This emblem can be used with the IBM BP emblem where both Lenovo and IBM products are presented. “Business Partner” can be translated as needed. Logo Usage : Logo Usage THE LENOVO LOGO Use of the “Lenovo” logo is only with permission of Lenovo. The word “Lenovo” can be used in plain text in situations where ThinkPad and/or ThinkCentre cannot sensibly be used. For example, in a drop-down vendor selection menu on your website. THE IBM 8 BAR LOGO IBM guidelines say the IBM 8 bar logo cannot be used by Business Partners. THE OLYMPIC RINGS Lenovo is an official partner of the Turin and Beijing Olympic Games. However, the Olympic logo CANNOT be used on current communications. ALTERNATE THINKPAD LOGO There should be no alterations made to the approved ThinkPad signature. THE IBM BUSINESS PARTNER EMBLEM THIS EMBLEM CAN ONLY BE USED IN CERTAIN CIRCUMSTANCES. This emblem can be used in connection with IBM products. It can also be used in connection with cross-brand communications with IBM – in which case it should be clearly connected with IBM products. It cannot be used in connection solely with Lenovo ThinkPad and ThinkCentre products. Use the new Lenovo Business Partner emblem. Signature Usage : Signature Usage In executions when both ThinkPad and ThinkCentre products appear or ThinkCentre desktops are featured alone, the combined logo is required. ThinkPad always appears first and ThinkCentre is always second. The logo should not be altered in any way. If only ThinkPad notebooks are featured, the ThinkPad logo can be used alone. Legal : Legal Legal TradeGothic BoldCond18 Regular 6/7pt. All legal copy must start with “© Lenovo 2005. All rights reserved.” The legal for products should read: “ThinkPad, ThinkCentre, ThinkVision, ThinkPlus and ThinkVantage are trademarks of Lenovo” (Please use only the product names pertinent to the ad.) Note: When the legal only refers to one product, the following legal trademark must be used. For example, “ThinkPad is a registered trademark of Lenovo.” Legal Trademarks: Registered Trademark: ThinkPad, ThinkCentre, ThinkVision, ThinkVantage Trademark: ThinkPlus Color Palette : Color Palette This is the official color palette for ThinkPad, ThinkCentre. If used, you can adjust the official colors slightly lighter or darker for legibility, but there should not be more than a 15% shift in value. Use red in moderation. Language Usage : Language Usage Referring to Lenovo in text: You may only use Lenovo as a descriptor of ThinkPad/ThinkCentre products, as in “ThinkPads are manufactured by Lenovo.” Always lead with the ThinkPad/ThinkCentre name. Do not use “Lenovo ThinkPad”. Instead use “ThinkPad notebooks are products of Lenovo” or “ThinkPad by Lenovo” on customer facing materials. Direct readers to www.lenovo.com to learn more about Lenovo. Using ThinkPad/ThinkCentre in text: Should never be hyphenated when used as an adjective Should never be used as a stand-alone expression Should never be used in the plural or possessive forms (i.e., ThinkPads or ThinkPad’s) Should never be abbreviated or used as an acronym May be paired with the traditional ThinkPad and ThinkCentre descriptive nouns: “notebook,” “desktop” and “PC” Avoid pairing with the word “laptop” or “computer” (though “desktop computer” is fine) “IBM” should never be used in text Additional Names : Additional Names Accessories, Services and Options: “ThinkPlus Services” and “ThinkPlus Accessories” refer to the Options and Services portfolios. For accessories and services unique to a sub-brand, replace the “IBM” with the sub-brand name. (ThinkPad USB Numeric Keypad). Refer to “ThinkPlus™ Accessories when showing multiple accessories and services from Lenovo. Remove any IBM reference in the name Eliminate “IBM” when referring to ThinkVantage Technologies. Use the umbrella term, ThinkVantage to modify technology names. (Example: IBM Rescue & Recovery becomes ThinkVantage Rescue & Recovery. Using “Think” “Think” cannot be used as a brand/name. Use “Think-branded products” to refer to the ThinkPad/ThinkCentre offering set rather than “Think Offerings” or “Think Products”. “IBM” should never be used in text when referring to Lenovo. Additional Uses : Additional Uses Events: Lead with the product logo, ThinkPad/ThinkCentre It is OK to use the Lenovo BP Emblem and Think-branded logos in concert, but not locked up or in tight proximity. It is OK to create banners with ThinkPad/ThinkCentre logo in center and “Products by Lenovo” at bottom right. Use the “Lenovo” logo is only with permission of Lenovo. Merchandise It is OK to use the Lenovo BP Emblem and Think branded product logos in concert, but not locked up or in tight proximity. OK for shirts with Lenovo BP Emblem on the back and ThinkPad on the pocket. OK for mug with Lenovo BP Emblem on one side and “Think” on the other. Use of the “Lenovo” logo is only with permission of Lenovo. Websites: lenovo.com : Websites: lenovo.com The lenovo.com domain is primarily used to communicate corporate type of information, and should be used in print materials when specifically marketing Lenovo corporate information. Example: “For more information on Lenovo go to: lenovo.com” Websites: Think portals : Websites: Think portals Lenovo marketing will continue to drive prospects to the ThinkPad site where there is a “Locate a Reseller” link
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