How to get rid of Lenovo boot logo?

I have a Lenovo S210 running W8.1. I don't like the Lenovo logo at startup and would rather have the standard Windows 8 start button as the startup icon as this is the way on every other computer I've ever used that has 8/8.1.

Nothing obvious appears in the BIOS for changing it, what do I do?

That is set in the BIOS. It isn't as easy as it used to be.

http://www.thinkwiki.org/wiki/How_to_change_the_BIOS_bootsplash_screen_%28under_Windows%29