CORPORATE IDENTITY

05

THE MONOGRAM

Company history has it that the L&T Monogram was designed by a Danish engineer, Otto Begtrup- Hansen, in theearly 40s when L&T began its foray into manufacturing.

The L&T Monogram is one of the most recognised and respected trademarks in India. Its dimensions are sacrosanct and it is to be used in strict adherence to L&T’s brand identity rules in various contexts and applications (as explained in this manual).

The Monogram comprises a stylized, geometrically balanced ‘L’ and ‘T’ placed inside a circle. The typographical characteristics of the two letters originate from the mechanical symmetry of the design rather than being inspired by any existing typeface.

The technical specifications for constructing the Monogram are as illustrated:

Important:
The Monogram must always be sourced from the
Corporate Brand Management & Communications
Department, L&T Group, Mumbai.

Logo Guidelines

The corporate brand is most often represented visually by our
signature - the LTTS logo. Placing this logo on external communications, proposals, internal memos, or any other document or online communication instantly communicates a level of importance, seriousness, and commitment.

The brand is also communicated through a combination of secondary elements including other corporate logos, the data stream, color palette, typography, and graphic styles.

WHEN TO USE THE LTTS LOGO
The logo should appear on all formal communications where the intention is to deliver information to or request information from a person or an organization, where the communication is sent on behalf of, and/or impacts LTTS.

LOGO GUIDELINES
Ensure proper usage and placement of LTTS logo and associated elements. Follow these guidelines to ensure that the logo is being represented in an appropriate and consistent fashion.

The name ‘LTTS’ always appears as a single unit in all communications.

The logo does not include a tagline at this time. No other words or symbols should ever be attached or placed in association with thelogo. The logo must never be altered or modified in any way.

MINIMUM CLEAR SPACE PROTECTION

It is essential that the logo remain free of graphics, photography, typography, and other elements.
The logo must always be the most legible and viewable element in any given graphic space.

THE 1/3 D RULE
A simple rule of 1/3 D applies to all usage of the logo. If D is the diameter of the L&T Monogram, then a distance of 1/4 D must be maintained between the the Tier-1 secondary brand mark of LTTS and the Monogram.

The Tier-1 secondary brand mark of LTTS will have a height of 1/3 D with respect to the monogram. Additionally, a minimum of 1/3 D clear space is to be maintained on all sides while using the logo.

PROPORTIONS OF THE LOGO
The logo proportion must never be altered. Particular attention
should be given when placing the logo in an application (such as
Microsoft Word, or PowerPoint), where the image proportions can
be changed by dragging the corners of the picture window box.
Hold down the shift key when dragging a corner to maintain the
correct aspect ratio.

VARIATIONS

PERMITTED SOLID FILLS

LTTS black, LTTS blue, LTTS grey fills
Permitted usage on solid backgrounds
LTTS black on yellow
White on LTTS blue and white on LTTS black
LTTS black on grey (K 30%)

PERMITTED USAGE ON SOLID BACKGROUNDS

Ideal for:

Social media posts/virtual banners
Custom mailers and teasers when used over plain background
Posters on plain background

BACKGROUND EXAMPLES

White logo on LTTS dark blue background

Blue logo on LTTS white background

White logo on LTTS light blue background

Black logo on LTTS grey background

DYNAMIC VERSION

The dynamic version of the logo is more flexible, in terms of usage, because of its ability to adapt to a multitude of digital devices while
consistently conveying a superlative visual experience. This ease in accessibility is imperative in today’s world of mobile-first experiences.
The LTTS logo is simple and scalable and can be substituted by just the logo mark when a perfect fit is required.

While using this approach, logo should be aligned to the edges like above and there should be gap top of logo.

DON’TS

DYNAMIC LOGO EXAMPLES

Logo on right side of wall design

Logo on left side of paper folder design

PROHIBITED USE

The logo is a critical element of LTTS brand identity system, and under no circumstance must it be treated as a design element.

DON’TS

a. Do not use effects on the logo
b. Do not add different color shades to different parts of the logo
c. Do not use abbreviations of the company name.
d. Do not stretch the logo
e. Do not change Monogram position
f. Do not use fills within the circle of the Monogram
g. Do not use gradient or vignette fills
h. Do not use non-prescribed colors
i. Do not change its diametric, skew, or angle it
j. Do not use upside/vertical/horizontal flip logo

BACKGROUNDS

k. Do not use against a ground that has a gradient fill
l. Do not use against textured ground
m. Do not use against cluttered ground

Make sure that logo will be without any distraction
while using texture/dotted backgrounds

AVOID USING LOGO ON CLUTTERED BACKGROUND

It is advisable not to use the LTTS logo on any cluttered background for events or specific collaterals.

STACKED

While using in thumbnail mode, stacked logo is preferred as it has better visibility.

Ideal for:

T-shirt
Sponsor page
Thumbnail on web pages
Checkered backdrops
Flag

Partnership Guidelines

Since we work with many organizations, to avoid any confusion, we have defined a few principles for how our brand identity should be applied in these scenarios.

PLACEMENT

When branding together with a partner, always maintain high contrast. On posters, splash screens, or advertisements, place the partner logo lockup so it sits comfortably within the space with enough room for the lockup to be legible and clear.

Brand Colors

To engineer the change and encourage out-of-the box thinking, we have extended the existing L&T corporate palette to include a range of secondary colors that can be used in conjunction with the primary palette. This secondary palette combines dynamic blues with highlight yellow and is complemented by shades of grey and black.

The core colors, with ‘Deep Sky’ in the lead will help define LTTS’ identity and maintain a ‘one-brand’ definition across all mediums and collaterals. The message behind this secondary palette is to encourage change. Use a combination of these colors to highlight and/or break monotony.

* For printing purpose, use either CMYK or Pantone.

SECONDARY PALETTE

The extended or secondary color palette may be used to create visual excitement and for the production of infographics, presentations, and other external communications. Please consult with the Marketing and Communications team about the usage of this palette to ensure continuity with the LTTS internal communication guidelines.

Note: It is preferred not to overuse red, magenta, violet, and orange. However, green is preferred for sustainability related topics.

OUR GRADIENT

C : 100 | M : 60 | Y : 0 | K : 30

R : 0 | G : 63 | B : 114

C : 70 | M : 15 | Y : 0 | K : 0

R : 0 | G : 173 | B : 238

C : 70 | M : 15 | Y : 0 | K : 0

R : 0 | G : 173 | B : 238

C : 67 | M : 83 | Y : 0 | K : 0

R : 145 | G : 31 B : 255

C : 100 | M : 80 | Y : 12 | K : 3

R : 76 | G : 0 | B :

C : 67 | M : 83 | Y : 0 | K : 0

R : 145 | G : 31 | B : 255

OUR GRADIENT

C : 13 | M : 100 | Y : 26 | K : 0

R : 214 | G : 0 | B : 109

C : 100 | M : 80 | Y : 12 | K : 3

R : 76 | G : 0 | B : 255

C : 13 | M : 100 | Y : 26 | K : 0

R : 214 | G : 0 | B : 109

C : 67 | M : 83 | Y : 0 | K : 0

R : 145 | G : 31 | B : 255

C : 59 | M : 0 | Y : 100 | K : 0

R : 115 | G : 190 | B : 68

C : 31 | M : 0 | Y : 100 | K : 0

R : 189 | G : 214B : 48

GRADIENT EXAMPLES

Fonts

PRIMARY TYPEFACE

The Open Sans font family is our primary typeface to be used
across all print and digital media, internal mailer, presentations,
and web-based communications.

Designed by Steve Matteson and commissioned by Google, Open
Sans was developed for legibility across print, web, and mobile
interfaces and has an open, upright form with a neutral yet
friendly appearance.

PREFERRED FONT SIZING

Headline Bold: 18 to 48 pt

Sub-Head Regular: 12 to 24 pt

Content Highlights Light: 24 to 48 pt

Content Regular: 9 to14 pt

Bullet Heads Bold: 9 to 14 pt

Take care to choose your font-size based on the medium of
communication as well as the information hierarchy.

PREFERRED COLOR USAGE

Text in gray or white
Logo in blue with white band or reverse
Headlines in blue, gray or white
Ascents or keywords in yellow or blue

TYPEFACE IN USE

Please follow these general guidelines to reinforce clarity and consistency in all brand communications:

ALIGNMENT: Left-aligned or left-aligned with justification is prefered. Right-aligned may be used when required by the design. Centre-aligned should be avoided.

HEADINGS and SUBHEADINGS: Use sentence case or all caps.

INTRO COPY, BODY TEXT, AND LEGAL DISCLAIMERS: Should always be in sentence case.

ITALICS: Can only be used where required by style conventions, such as names, titles, or quotes.

KERNING AND TRACKING: In Adobe applications, kerning should always be set to optical and tracking should never be set to less than -10 or greater than 10.

PREFERRED FONT SIZING

Headline Bold: 18 to 48 pt

Sub-Head Regular: 12 to 24 pt

Content Highlights Light: 24 to 48 pt

Content Regular: 9 to14 pt

Bullet Heads Bold: 9 to 14 pt

Take care to choose your font-size based on medium of communication as well as the information hierarchy.

TYPEFACE IN USE

For example: Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean.

LEFT-ALIGNED

For example: Far far away, behind the word mountains, far from
the countries Vokalia and Consonantia, there live the blind texts.
Separated they live in Bookmarksgrove right at the coast of the
Semantics, a large language ocean.

LEFT-ALIGNED JUSTIFIED

LTTS
Typeface Usage Guidelines
RIGHT-ALIGNED

TYPEFACE USAGE GUIDELINES
ALL CAPS

Typeface Usage Guidelines
Sentence Case

TYPEFACE IN USE

“Far far away, behind the word mountains, far from the countries Vokalia and Consonantia”
ITALICS

ALTERNATE

Although Open Sans font family is our primary typeface for all print media and digital communication, the Tahoma, Arial, and Calibri fonts can be used as secondary typeface for mailers, word documents, and other collaterals.

Quotes Usage

Usage of angle marks is limited to only leadership and customer quotes. Do not use angle marks for website banners, titles, etc. For mailers and other collaterals, angle marks are permitted wherever quotes are to be included.

Either align it to text center or top/bottom with equal spacing on both the ends depending on the layout. Angle or quote marks are and extension of the L&T Monogram and the left side quote resonates the letter ‘L’ and right-side angle or quote mark resonates the letter ‘T’ – angle “marks’ usage must be limited to quotes.”

BELOW ARE FEW EXAMPLES

Brand Motif/Elements

We started out by introducing a new design motif to improve our brand recall, using the angles at which our brand monogram is designed. We also introduced a parallelogram motif which now serves as design instrument in all our branding efforts.

LTTS parallelogram is an extension of the L&T Monogram which is angled at 60-degrees and must be treated as a primary visual element. LTTS dotted background is a newer version of our grid layout which was being used earlier in line with the industrial engineering design. Dotted background resonates futuristic technologies, connecting dots.

Slant shape/lines on corner of the pages are also extensions of our parallelogram and must be used with equal spacing and thickness with same 60-degree angle.

PRIMARY BRAND MOTIFS/ELEMENTS

6 sets of background color templates – (light blue, dark blue, white, yellow, grey, and dark grey)

Parallelogram shape has been introduced for the graphics - which is an extension of the LTTS angle mark; follow the same slant of angle mark
Parallelogram can be used behind isometric vectors or images can be masked over it, in a visually appealing way
Gap between parallelogram and 2 thin-line parallelograms should be equal
If the image covers more space outside the parallelogram, a light tint over the image can be used
Chunk of dots elements - must be 5 in column and 6 in rows

Do not introduce any new elements apart from parallelogram, chunk of dots, +sign, background dots, and slant shapes

Icon Usage

Single color icon

Two color icon

Three color icon

On color background

ICON EXAMPLES

Change for us is about creating a sustainable tomorrow for our customers, our employees, and for society through technology and
innovation. It's about engineering solutions that will pave the way for a paradigm shift across industries. It's about creating possibilities
for people to lead a better life. Change isn't easy. It demands purpose, passion, and collaboration. At LTTS, we are committed to these
attributes of change. We're #EngineeringTheChange, one innovation at a time.

HERE’S WHAT THAT LOOKS LIKE…

Engineering the Change Logo

The Engineering The Change logo is always to be placed at the top-right corner of all creatives and collaterals to receive undivided attention.

The Engineering The Change logo can only be placed on solid background colors. Do not use the logo on a gradient or noisy background such as images, patterns, and textures.

‘Engineering The Change’ can be used in a sentence, but never in the angled font as the logo depicts.

The logo with the angle marks is not for use for every creative. Its use is limited to only the collaterals focussed on brand positioning.

The logo split in two lines is only permitted for use when a creative has just ‘Engineering The Change’ and nothing else.

#EngineeringTheChange (with the hashtag) cannot be used in any creatives other than social media posts.

Engineering The Change mnemonic for social media

Engineering The Change regular logo

Engineering The Change stacked logo

A passion for purposeful innovation. Respect and integrity in every walk of life. Constant curiosity, the love of learning. And the courage to take setbacks in one's stride. That's what makes one an #EngineerAtHeart. This is the most accurate description of everyone at LTTS.
Here, everyone is an Engineer at Heart.

HERE’S WHAT THAT LOOKS LIKE…

Engineer At Heart Logo

#EngineerAtHeart (with the hashtag) cannot be used in any creatives other than social media posts.

‘Engineer at Heart’ is to be treated as a separate entity.

The logo split in two lines is only permitted for use when a creative has just ‘Engineering at Heart’ and nothing else.