Feeds

Chinese PC giant sets new benchmark in branding banality

Legend + Latin = Meaningless Moniker

  • alert
  • submit to reddit

High performance access to file storage

LogoWatch

That new Lenovo logo in full

Well, the threat of immediate execution for anyone even thinking about spreading SARS has seemingly not been enough to keep Chinese rebranding operatives from gathering in distinctly unhealthy clusters around Powerpoint presentations and flip-charts.

Proof of this determination to battle on regardless comes with the news that "China's largest PC manufacturer, Legend Group Limited ('Legend') has introduced a new brand name and logo to position and differentiate its expanding Overseas Business Development department (OBD) from its motherboard business unit, QDI."

Yup, as of right now Legend's OBD will be known as Lenovo, a title which is the bastard offspring of an unholy mating of "legend" and "novo" - you know, as in the Latin "novo" meaning "innovation and novelty".

Yang Yuanqing, President & CEO of Legend ,said: "Legend's branding is one of its most valuable assets on which its strength lies. In view of our rapid expansion in recent years, we need a logo that fully captures Legend's business diversification and its goal of internationalisation. On our way to become internationalised, we need to have an English brand name that can be used unrestrictedly in markets worldwide in the first place."

Alright, fair enough. Mr Yuanqing has wisely avoided the temptation to wax lyrical about the rebrand while members of the firm's Strategy Boutique play sitars in the background, but what does Lenovo actually mean?

Well, nothing at all really - despite the stab at Latin heritage. Which may not be a bad move. We seem to recall a fledgling Japanese electronics firm electing a name on the grounds that they liked the phrase "The Sonny Boys". This was subsequently reduced to the bland and meaningless Sony. Thus handicapped, the company went on to take over the entire world. ®

High performance access to file storage

More from The Register

next story
Forget the beach 'n' boardwalk, check out the Santa Cruz STEVE JOBS FOUNTAIN
Reg reader snaps shot of touching tribute to Apple icon
Happy 40th Playmobil: Reg looks back at small, rude world of our favourite tiny toys
Little men straddle LOHAN, attend tiny G20 Summit... ah, sweet memories...
Oz bank in comedy Heartbleed blog FAIL
Bank: 'We are now safely patched.' Customers: 'You were using OpenSSL?'
Lego is the TOOL OF SATAN, thunders Polish priest
New minifigs like Monster Fighters are turning kids to the dark side
Dark SITH LORD 'Darth Vader' joins battle to rule, er, Ukraine
Only I can 'make an empire out of a republic' intones presidential candidate
Chinese company counters pollution by importing fresh air
Citizens line up for bags of that sweet, sweet mountain air
Google asks April Fools: Want a job? Be our 'Pokemon Master'
Mountain View is prankin' like it's 1999...
prev story

Whitepapers

Mainstay ROI - Does application security pay?
In this whitepaper learn how you and your enterprise might benefit from better software security.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Mobile application security study
Download this report to see the alarming realities regarding the sheer number of applications vulnerable to attack, as well as the most common and easily addressable vulnerability errors.