LenovoEMC, a joint venture between the Chinese consumer tech giant and the Hopkinton, MA-based storage solutions provider, sacked the Iomega brand in an effort to “emphasize” the two companies’ partnership. The announcement coincides with the news that Acronis will provide PC backup for select Lenovo products.

As a part of the identify transformation, the StoreCenter network-attached storage (NAS) solutions have been rebranded as Lenovo Iomega and Lenovo EMC respectively. The firm’s Iomega social media software is now labeled as LenovoEMC.

According to a release, Iomega sold more than 430 million digital storage devices and disk solutions to date. Joel Schwartz, senior vice president and general manager of Global New Business Development at EMC, stated that “the LenovoEMC joint venture marks a rebirth for the Iomega network storage solutions business with the support of two industry leaders, Lenovo and EMC. The sub-$25,000 segment of the storage industry is one of the fastest growing parts of the market, and we believe the LenovoEMC product portfolio will continue to be at the forefront of the industry.”

The rebranding represents a notable landmark for the 10-month old LenovoEMC. When its two backers first announced their intentions to take their partnership to the next level in August 2012, we didn’t know much about the joint venture. Lenovo and EMC were reluctant to disclose much about the initiative besides the stated goal of gaining share in the Chinese storage market, but they did reveal that it’s expected generate billions of dollars in revenue during its lifetime.

Last month, LenovoEMC hit another major milestone when its portfolio of Network Attached Storage was made available for customers and resellers in the Americas. SiliconAngle’s Mike Wheatly pointed out that the launch represented a major win for Lenovo given its past attempts to establish a foothold in the U.S. server market.