Brand Book - Aug`16

Transcription

Brand Book - Aug`16

We touch lives.
consistency is the
foundation of virtue
- francis bacon
contents
04
message
06
the brand
08
brand assets
and their usage
Chairman
Chief Executive Officer
Chief Strategy Officer
about HCL
HCL Logo-the golden ratio
dos and don'ts
clearspace
usable logo background
entities
subsidiaries and initiatives
17
design principle
24
creative guidelines
37
evolution of the brand
the typeface
color palette
fact file
stationery guidelines
digital guidelines
3/Brand Book/contents
scope of
the brand manual
What defines a brand and keeps its identity consistent is the
organization.
HCL has created this brand manual to provide a purview of the
organization and its brand guidelines to help stay true to the brand.
This manual is a summation of the brand guidelines that need to be
followed, in order to lend consistency to the brand. These guidelines
solidify brand perception and recognition across all physical
manifestations of the brand. It is a repository of information that helps
define Brand HCL. It covers the usage of the logo in all types of
communications and contains guidelines that govern how the identity
applies to color palettes, page layouts, e-mail signatures, digital usage,
and vehicle branding. This manual also covers mandates that maintain
and fortify the visual language of Brand HCL.
the HCL brand
is probably the
single most
valuable asset
we own.
SHIV NADAR
Founder & Chairman
HCL & Shiv Nadar Foundation
It not only symbolizes what we are, but what we should mean to our
stakeholders, both internal and external. It also directly impacts our
business and consequently our valuation, both financial and perceptual.
4/Brand Book/message
diverse
unique
HCL has had a long journey as a brand – from a
garage start-up to a global conglomerate that
straddles the spectrum of technology. Today, it
embarks on a new journey, as it moves beyond
the confines of technology unto diverse areas of
health and talent – ‘touching lives’ of millions.
HCL brand guidelines aim to build the personality and soul of the
brand with consistency. They intend to provide a clear and coherent
direction on the application and usage of various elements, and
when adhered to across the enterprise, will cement the iconic
personality of Brand HCL.
ROSHNI NADAR MALHOTRA
Chief Executive Officer – HCL Corporation and
Trustee – Shiv Nadar Foundation
5/Brand Book/message
Great brands, over time, demonstrate consistent
personality traits that are unique and instantly
recognizable
SUNDAR MAHALINGAM
Chief Strategy Officer, HCL Corporation
and Shiv Nadar Foundation
the brand
Brands are not built overnight, but step-by-step over years, with
consistent progress and a vision to excel. Founded in 1976 as one
of India's original IT garage start-ups, today the HCL enterprise has
expanded to four companies across technology, health, and people.
6/Brand Book/about the brand
HCL Enterprise generates annual revenues of over USD 7Bn with
more than 110,000 employees from 100 nationalities operating across
31 countries, including over 500 points of presence in India. A pioneer
of modern computing, HCL has many firsts to its credit including the
introduction of the 8-bit microprocessor-based computer in 1978, well
before its global peers.
HCL’s technology solutions cover the entire gamut of services that
include infrastructure management, application development, BPO,
and technology distribution. A new entrant in healthcare, HCL aims to
provide innovative medical services, products, and training to meet
the growing demand for quality healthcare in India. HCL TalentCare
is envisioned as an integrated talent solutions company addressing
the entire spectrum of employability needs in India.
For further information, visit www.hcl.com
7/Brand Book/about the brand
HCL Technologies
HCL Technologies is a leading technology services company that covers the entire gamut of
technology solutions and services including infrastructure management, application
development, BPO and technology distribution. It operates in 31 countries across the
Americas, Europe, Asia Pacific, Middle East, and Africa.
HCL Infosystems
HCL Infosystems is India’s premier distribution and IT services and solutions company. It
has one of the largest sales and distribution network in the country and provides
value-added distribution for partners including last mile connect and support in marketing
and promotions for telecom, IT, office automation, and consumer electronics products.
HCL Healthcare
HCL Healthcare aspires to be the nation’s leading healthcare company by addressing
healthcare needs; providing healthcare delivery, innovative medical services, products,
and training to meet the need for quality healthcare.
HCL TalentCare
HCL TalentCare is an integrated talent solutions provider. The company aims to
address a broad spectrum of opportunities from employability needs of the youth,
graduating from the universities to role-specific skills and specialization needs of
the industry across various sectors.
HCL Foundation
HCL Foundation was established in 2011. It is a not-for-profit organization which
seeks to engage with various stakeholders to bring about developmental changes
in a holistic manner.
the brand
assets and
their usage
Brands are made in the minds of consumers and a consistent
visual identity is integral to the development. The identity is
important in creating and maintaining an effective brand
presence.
8/Brand Book/brand assets
one brand.
one face.
one voice.
In essence, the Brand Manual is
a set of rules followed by the
company to maintain the
brand’s identity. These rules
play an indispensable part in the
overall representation of the
brand. It is the brand guidelines
contained in this book that have
defined HCL as a brand.
The HCL logo is Blue, (Pantone
293) written with an expanded
Helvetica font family. The italic
and subtle stretch of the
typeface serves to provide it the
energy and innovation that HCL
stands for. Though modern, it
has a classicism that will not
age for years. It should be
treated with care and respect.
the ratio
The ratio of width to height of
the HCL logo should be 7:1. In
all circumstances, the logo
should be used in accordance
with the ratio specified. The logo
must never be tampered with or
recreated digitally.
x
The ratio of width to height of
the HCL logo should be 7:1
7x
2x
size of the
logo and
clear space
There are no restrictions on the
maximum size of the logo.
However, the width of the logo
should not be less than 3 cms in
all aspects of communication.
This size excludes the clear
space. The HCL logo has an
exclusion zone around it which
serves to give it a unique identity
and this must be adhered to in
the ratio specified.
HCL is an individual entity and
stands proud. For this very reason,
the main logo has a deliberate
exclusion space around it.
2x
x
x
x
7x
The logo should not be less
than 3cms in all aspects
of communication.
3 cms
splitting the
letters and
vertical usage
As the logo is a fixed unit, it cannot,
under any circumstances, be split
or spread or written in any other form.
vertical usage
usable
backgrounds
for the logo
When we use the HCL logo, we
must make sure that it is either
in HCL Blue, White or Black, as
shown in the pictures. When the
logo is in HCL Blue, the background
colors can be White, Grey or Light
Blue. When the logo is in White, the
background colors can be Blue,
Black or Grey. When the logo is in
Black, the background colors can
be White or Grey.
12/Brand Book/brand assets/usable backgrounds
Color
Reverse
Black
Grey (K 20)
Reverse Grey (K 50)
Grey (K 20)
Light Blue (C 35)
Reverse Black
improper use
of the logo
The HCL logo will be provided to
you in a variety of digital formats.
These are not to be changed
under any circumstances.
control of logo
on different
backgrounds
A great deal of care must be taken
when reversing the logo out of
background images. The logo
should, under no circumstances,
get lost in the background of
any design.
01 | color
02 | gradient
03 | imagery
04 | effects
01 | color
The HCL logo or the logo
background cannot be used in
colors other than what have
been specified.
02 | gradient
The HCL logo and the logo
background cannot have any
gradient.
03 | imagery
Do not use logo on top of images.
04 | effects
Do not add drop-shadows,
embossings, vignette, etc. to the
logo.
13/Brand Book/brand assets/improper use of the logo
entities
To build a singular brand image, a
new representation of logos has
been created for entities,
subsidiaries, and initiatives under
the HCL Enterprise.
14/Brand Book/brand assets/entities
vertical logo unit
horizontal logo unit
subsidiaries and initiatives
15/Brand Book/brand assets/subsidiaries and initiatives
vertical logo unit
vertical and
horizontal unit
of entities
The fixed vertical and horizontal
unit of the logo will be used basis
the golden ratio as mentioned.
The usage of the logo has been
specified
against
a
white
backdrop.
Based on the Golden Ratio a/b = 1.618
Based on the Golden Ratio a/b = 1.618
16/Brand Book/brand assets/entities unit
usable
backgrounds
for the logo
Just like the HCL logo, the same
set of usable backgrounds apply
for these logos. Refer to page 12
for details.
reverse
background
17/Brand Book/brand assets/usable backgrounds
clear space
To ensure visibility of the brand,
sufficient clear space needs to be
maintained. Type, graphics, and
other elements that may add
visual clutter, would be kept away
to maximize the identity and
brand recall. Taking H as X,
maintain X space around the logo
unit.
vertical logo unit
18/Brand Book/brand assets/clear space
Icon
size and
placement of
the HCL logo
and url
www.hcl.com
Size: The width of the HCL logo should be equal to 1/12th diagonal
of the layout area, subject to a minimum size of 3 cms.
1
12
For most layouts, the logo can be placed either on the top right or
the bottom right. However, for layouts such as lengthy e-mailers
where the complete space is not visible without scrolling, the logo
must be placed at the top right corner only.
Place the HCL logo in accordance with its clear space guidelines.
The website address, www.hcl.com, written in Helvetica neue
(kerning 140) is placed on the opposite side, in alignment with the
HCL logo. The width of the url should be equal to the width of the
HCL logo, and its distance from the edge of the layout should be
equal to that of the HCL logo.
Document
Diagonal measurement
Icon width
For any size below A4
30
A4
363
30
A3
514
43
A2
727
60
A1
1029
86
A0
1456
121
Sizes in mm.
Rounded off
19/Brand Book/brand assets/logo size & placement
www.hcl.com
url
Icon
the typeface
The choice of typography in external communications has been
made keeping the brand’s language and stand in mind. Its constant
usage plays a very important part in establishing the brand’s identity.
20/Brand Book/the typeface
the primary
font
Helvetica
Neue
ABCDEFGHIJKMNOPQPQRSTUVWXYZ
abcdefghijkmnopqpqrstuvwxyz
0123456789
21/Brand Book/the typeface/primary font
Helvetica Neue Family is the
primary font for all traditional
media at HCL. This is a modern
day classic and enables a great
deal of creative freedom within
one consistent graphic voice.
Arial
0123456789
San Serif
Georgia
0123456789
Serif
Lato
0123456789
San Serif
22/Brand Book/the typeface/secondary fonts
secondary fonts
The fonts highlighted here can
be used as the secondary fonts.
These fonts should be used
while designing advertisements,
brochures, banners, and other
collaterals across media and
divisions.
For layouts and designs that
require use of a serif font for
aesthetic purposes, Georgia is
the most recommended websafe font.
the primary
color for text
and headers
primary color
HCL BLUE
CMYK 100/60/0/0
RGB 0/102/179
HEX #0066B3
Pantone 293
23/Brand Book/color palette
Color is one of the simplest and
most powerful tools available to a
graphic artist. Therefore, we must
attempt to use the primary colors
as much and as consistently as
possible through all forms of
communication. Our logo has
always been Blue. Not just any
Blue, but specifically Pantone
293. There are many reasons
behind why we chose this color.
Blue is cool. Blue is dignified.
Blue is truthful. Blue can be
trusted and Blue signifies
technology. Other colors to be
used include 100% Black or
White, again for the specific
traits that these colors stand for
- black is usually associated
with strength, sophistication,
and elegance. White, on the
other hand, is often preceived
as pure, clean, scientific, and
innovative.
CMYK 100/60/0/0
RGB 0/102/179
HEX #0066B3
Pantone 293
CMYK 85/45/0/0
RGB 5/120/195
HEX #0578c3
Pantone 2383
CMYK 70/30/0/0
RGB 70/150/210
HEX #4696d2
Pantone 2143
tints of
HCL Blue
CMYK 55/15/0/0
RGB 105/180/225
HEX #69b4e1
Pantone 284
24/Brand Book/color palette/tints of HCL blue
CMYK 40/0/0/0
RGB 140/215/250
HEX #8cd7fa
Pantone 284
CMYK 25/0/0/0
RGB 185/230/250
HEX #b9e6fa
Pantone 283
HCL Blue is the primary house
color of the brand. In this
section, we define multiple tints
of HCL Blue, that may be used
by designers while developing
their creative pieces. This allows
designers the flexibility to
experiment with various shades
of the primary brand color and
use them accordingly for the
most aesthetic output. However,
please note that brand elements
such as the HCL logo, the fact
file, etc. must use the HCL Blue,
and not any of these tints.
CMYK 0/100/70/0
RGB 235/25/70
HEX #eb1946
Pantone 1795
CMYK 0/60/100/0
RGB 245/130/30
HEX #f5821e
Pantone 158
CMYK 0/30/100/0
RGB 250/185/20
HEX #fab914
Pantone 3514
CMYK 80/100/0/0
RGB 90/45/145
HEX #5a2d91
Pantone 268
CMYK 90/0/30/0
RGB 0/175/190
HEX #00afbe
Pantone 7711
CMYK 30/0/100/0
RGB 190/215/50
HEX #bed732
Pantone 390
25/Brand Book/color palette/secondary palette
secondary
color palette
The palette of secondary colors
defined in this section is used to
represent the brands under
HCL. The array of colors help
distinguish each industry-level
communication giving it a distinct
visual appeal. Respective colors
are arrived at through natural
associations with traits and
characteristics of the industry.
CMYK 0/0/0/100
RGB 0/0/0
HEX #000000
Pantone 433
CMYK 0/0/0/85
RGB 75/75/75
HEX #4b4b4b
Pantone cool grey 11
CMYK 0/0/0/60
RGB 130/130/130
HEX #828282
Pantone cool grey 9
CMYK 0/0/0/40
RGB 170/170/170
HEX #aaaaaa
Pantone cool grey 7
CMYK 0/0/0/20
RGB 210/210/210
HEX #d2d2d2
Pantone cool grey 4
CMYK 0/0/0/10
RGB 230/230/230
HEX #e6e6e6
Pantone cool grey 3
neutrals
Neutral colors support the
primary and secondary colors.
They do not interfere with the
overarching visual identity of the
brand. They are used in all the
support elements.
26/Brand Book/color palette/neutral palette
the fact file
external fact file - usage
for Mass media (TV, Print,
Outdoor, etc.) and any form
of external communication
To represent HCL Enterprise’s
size, strength, and presence in
a neat and compact manner, we
use the fact file in our
communications. It frequently
features as the footer of e-mail
communications from HCL.
When using the HCL logo in
conjunction with the fact file,
care must be taken to ensure
proper representation of the
logo and the fact file. The fact
file should not be updated
except when the Corporate
Communications team sends
out a new version.
Download fact file
27/Brand Book/brand assets/fact file - external
external fact file
the fact file
Internal fact file - usage
for RFP, Mailers, Proposals,
and any form of internal
communication
This fact file will reflect the HCL
business performance more
frequently and would change
every quarter.
Download fact file
28/Brand Book/brand assets/fact file - internal
internal fact file
use on
stationery and
on outdoor
signages
The HCL logo and fact file will
be used on outdoor signage.
For stationery, the Blue band
under the HCL logo will be
used without the fact file. The
logo specifications must be
strictly adhered to.
use on outdoor signage
use on stationery
29/Brand Book/brand assets/use on stationery and on outdoor signages
key text badge
(optional)
A key part of an organization’s
identity and its creative
collaterals is content. Text has
the power to make the entire
brand stand out and enable
better recall. We took the
agility and forward-looking
elements of our identity and
logo to highlight the headline/
copy in each creative. The new
element will provide consistency
and symmetry to the text,
provide a unique visual identity,
and reduce the effort that goes
into text placement. An
amalgamation of our existing
boiler plate and brand elements,
the key text badge will match
the evolving needs of an
evolving brand.
30/Brand Book/brand assets/key text badge - element
text
placement
Text in key text badge will be
placed only according to the
specifications highlighted here.
WHERE TALENT
ISN’T PUT IN BOXES.
Lorem Ipsum Dolor Sit Amet Consectetur
31/Brand Book/brand assets/key text badge - element
vertical and
horizontal grid
The grid created here will be
applicable for digital and print
versions when using the key
text badge.
WHERE TALENT
ISN’T PUT IN BOXES.
Lorem Ipsum Dolor Sit Amet Consectetur
Grid: 3 columns x 3 columns
vertical grid
horizontal grid
32/Brand Book/brand assets/key text badge - layout grid
creative guidelines
33/Brand Book/creative guidelines
stationery
guidelines
The stationery guidelines lend a consistent visual identity to
letterheads, business cards, and envelopes across HCL. While
customizing stationery, the following must be adhered to:
• The four listed companies of HCL include HCL Technologies Ltd.,
HCL Infosystems Ltd., HCL TalentCare Pvt. Ltd., And HCL
Healthcare Pvt. Ltd. All other entities are subsidiaries, divisions
or joint ventures of either of the above.
• The company name must always be written in capital letters (e.g.
HCL Infosystems Ltd.).
• Website addresses other than the enterprise website address (e.g.
www.hcltech.com,
www.hclinfosystems.in),
should
appear
immediately after the address details, but must precede the
enterprise website address (www.hcl.com).
• The contact details must end with the enterprise website
www.hcl.com (in Pantone 293).
• In case of a wholly-owned subsidiary company, the subsidiary
name must be written first (in Pantone 293) followed by the parent
company name in the next line in brackets (in Black) e.g.
HCL GREAT BRITAIN LTD.
(A subsidiary of HCL TECHNOLOGIES LTD.)
HCL INFINET LTD.
(A subsidiary of HCL INFOSYSTEMS LTD.)
34/Brand Book/stationery guidelines
6mm
business
card
The front face of the card to
carry the following:
Employee Name
Designation - Team
The reverse to carry the
following:
Company Name
Contact details and website(s)
address
Font: Helvetica Neue Family
Font: 77 Bold Condensed | Size: 8pt | Color: Pantone 293
Font: 57 Condensed | Size: 7pt | Color: Black
Leading: 9pt | Kerning: 20pt
x
x
1/2x
1/2x
2x
3mm
20mm
2x
3mm
HCL CORPORATION PVT. LTD.
Font: 77 Bold Condensed (All caps) | Size: 8pt | Color: Pantone 293
E-4, Sector 11, NOIDA 201 301, U.P. India
T +91 120 2538958 | D +91 120 4321197 | F +91 120 2445969
M +91 9810005363 | E-mail: [email protected]
/HCLEnterprise
Font: 57 Condensed | Size: 7pt | Color: Black
@HCLEnterprise
/HCLEnterprise
www.hcl.com
6mm
35/Brand Book/stationery guidelines/business card
Font: 57 Condensed | Size: 7pt | Color: Pantone 293
envelope
There are two envelope sizes
available:
254mm
10mm
10mm
Business size : 114.3mm (height)
X 254mm (width)
Manila size : 304.8mm (height)
X 222.25mm (width)
All printable matter to be 5mm
away from the edges.
114.3mm
All envelopes should carry the
following: Company name,
contact details and website(s).
x
1/2x
1/2x
5mm
5mm
5mm
2x
40mm
Font: 57 Condensed | Size: 7pt | Color: Black | Left Indent: 7pt
Font: 57 Condensed | Size: 7pt | Color: Pantone 293
36/Brand Book/stationery guidelines/envelope
5mm
10mm
10mm
letterhead
Font: 57 Condensed | Size: 7pt | color: Pantone 293
Size of the letterhead should be
210mm (width) X 297mm (height)
All printable matter should be
5mm away from the edges.
All letterheads should carry the
following: Company name,
contact details, and website(s).
It is mandaory to put the registered
office address/ registration
number on letterheads.
x
5mm
5mm
5mm
37/Brand Book/stationery guidelines/letterhead
2x
36mm
2x
5mm
1/2x
1/2x
x
x
2x
2x
HCL Technologies Ltd.
3rd Floor, Corporate Towers, HCL Technology Hub,
business
stationery
options for
entities
Plot No 3A, sector 126, Noida - 201301. UP (India)
T +91 120 4306000 | F +91 120 2445969 | E-mail: [email protected]
www.hcltech.com
www.hcl.com
www.hcltech.com
/HCLTech
@HCLTech
x
/HCLTech
www.hcl.com
business card
x
2x
2x
2x
www.hcltech.com
www.hcl.com
x
x
envelope
letterhead
Download template
X
38/Brand Book/stationery guidelines/business stationery options for entities
1.618X
e-mail
signature
The signature is an extension of
the brand HCL with every
communication you send out.
The template created here is a
corporate mandate and is to be
strictly adhered to by all
employees. No deviations or
variations of the same will be
tolerated.
Download template
To: [email protected]
Subject: Title of the email
Hello there!
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc imperdiet sem eu convallis pellentesque. Fusce
vel orci in metus vehicula rhoncus. Vivamus id sapien tellus. Suspendisse dignissim ante vitae posuere
tristique. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Nunc imperdiet sem eu convallis pellentesque. Fusce vel orci in metus vehicula rhoncus.
Vivamus id sapien tellus.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc imperdiet sem eu convallis pellentesque. Fusce
vel orci in metus vehicula rhoncus. Vivamus id sapien tellus. Suspendisse dignissim ante vitae posuere
tristique. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Nunc imperdiet sem eu convallis pellentesque. Fusce vel orci in metus vehicula rhoncus.
Vivamus id sapien tellus. Suspendisse dignissim ante vitae posuere tristique. Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Thanks & Regards,
Name
Designation - Team
HCL Corporation Pvt. Ltd.
Address line 1,
Address line 2,
Tel: XXXXXXXX Extn: (xxxx) (Optional)
Direct: +91-XX-XXXXXXXX (Optional)
Mob: +91-98XX XX XXXX (Optional)
www.hcltech.com (Optional)
www.hcl.com
39/Brand Book/stationery guidelines/e-mail signature
Font: Arial
Size: 9pt
Style: Unbold
Note: Conformity to the color of text,
typeface, font size, and font style is
mandatory as per the HCL Brand
Guidelines. Please use the template as
shown on the bottom left side of this
page, without any change in size or
distortion in the HCL logo.
presentation
template
As an organization, we maintain
synergy in our thoughts. In the
same way, we ensure synergy in
all our communications and
presentations.The format shown
alongside must be used for any
presentation or proposal made.
Standard presentation size is
4:3 and 16:9.
The height for the header has to
be exactly half of the slide’s height.
1/2X
Theme place holder
Presentation
Theme
X
Presentation
Sub-theme
Maximum font size
Font: Arial
Size: 18pt
42.33mm
40/Brand Book/stationery guidelines/presentation template
10mm
presentation
template
Header: In content slides, the
header has to be 25.4mm in
height, and the margin from top
and left around the heading has
to be 10mm.
Font: The header has to be in
Arial Bold, 18 pt .size. Maximum
font size for the content heading
has to be 16 pt. size, and in
Pantone 293. The body copy
has to be in Arial 12 pt. size.
Minimum font size to be used
anywhere in the presentation
can be no less than 8 pt. size.
10mm
25.4mm
Presentation Theme
Maximum font size
Heading
Font: Arial bold
Size:16pt
Color: Pantone 293
Heading 1
Regular font size
Body content
Font: Arial
Size:12pt
Color: Black
Heading 2
Minimum font size
Body content
Font: Arial
Size:8pt
Color: Black
Diagrams:The illustrations/
diagrams can only be in HCL
color palette.
42.33mm
Download template
41/Brand Book/stationery guidelines/presentation template
Simple diagrams with colors
only from the HCL palette
RFP template
10mm
The template elements include a
title and a sub-title; an RFP
theme image; and the updated
HCL fact file. The theme image
has to be 80mm in height,
190mm in width and the margin
from top and left around the
theme image has to be 10mm.
Theme image: 80mm (h) X 190mm (w)
10mm
The template for level 1 entites
will have their logo on the top
right corner of the page from the
second page onwards.
Document size: A4
fact file
42/Brand Book/stationery guidelines/RFP template
vertical logo unit
print logo usage
For print, the logo will be used
against a white backdrop. Scale
and proportion will be determined
by the available space and
visibility.
FOR US, MILESTONES
ARE STEPPING STONES.
logo unit
43/Brand Book/creative guidelines/logo usage
text badge
digital usage
minimum
size usage
For digital usage, the logotype,
alone or boxed, should be at
least 85 pixels wide.
For smaller sizes, the logotype is
slightly wider and weightier, with
extra letter spacing to maximize
legibility.
Do not use the logo below these
size ranges.
the logo should be
used below 120 pixels
down to 85 pixels wide.
120px
The size of the fact file has to
be minimum of 850px (width)
across all digital communications
placed at the bottom e.g. on
e-mailers and case studies.
850px
44/Brand Book/creative guidelines/digital usage
75px
website
logo usage
The logo will be used on the top
band of the website header. Clear
space will be ensured keeping
type and design elements away
from the logo unit.
vertical logo usage on website
45/Brand Book/creative guidelines/digital logo usage
horizontal logo usage on website
digital logo
usage grid
horizontal layout
vertical layout
The grid created here will be
applicable for digital versions
when using the HCL logo.
The logo has to be at the bottom
right of the creative, 120 pixels in
width. The spacing has to be
basis the clear space applied
universally for the logo.
we touch lives.
digital
logo usage
For digital uses, the minimum size
for the standard logo is 75 pixels.
horizontal layout
vertical layout
FOR US, MILESTONES ARE STEPPING STONES.
FOR US, MILESTONES
we touch lives.
outdoor
logo usage
For outdoors, the logo will be
used against a white backdrop.
Scale and proportion will be
determined by the available space
and visibility.
48/Brand Book/creative guidelines/outdoor logo usage
horizontal layout
FOR US, MILESTONES ARE STEPPING STONES.
vertical layout
FOR US, MILESTONES
ID card
guideline
Size of the ID card 85mm (height)
and 54mm (width)
If found please return to/call:
A-10/11, Sector-3
Noida 201301
India
Employee’s photograph: 28 mm (w) X 33 mm (h)
Font: Helvetica Neue Regular | Size: 14pt
Font: Helvetica Neue Bols | Size: 18pt
Name Surname
51324576
Toll Free: 1-800-xxx xxxx
Phone: xxxxxxxxxx
Blood group: B+ve
PARTNER LOGO
54 mm (w) X 85 mm (h)
Font: Helvetica Neue | Size: 10pt
49/Brand Book/creative guidelines/id card
co-branding
Our brand should always stand out even when
alongside other brands.
Maximum size of a partner logo
The maximum size of a partner logo should not
exceed the size of the HCL logo.
Width of (HCL logo) >= Width of (partner logo)
HCL and partner logo
Brand HCL is a vital ingredient in a credible and
appealing proposition. Therefore the logo width
should always be equal to the partner logo.
50/Brand Book/creative guidelines/co branding
Partner logo = X
Width = X
Partner logo = X
Width = X
merchandize
branding
x
The branding cannot be more
than 50% of the visible space –
minimum 25%, maximum 25% Bag, mug, pen, bottle, etc.
According to the collateral, the
logo will be used horizontally or
vertically.
For
merchandize,
primary and secondary colors are
permitted as backgrounds.
x/2
x/2
x/2
x
51/Brand Book/creative guidelines/merchandize branding
x/4
merchandize
branding
x/2
x
x/2
merchandize
branding
Permitted secondary colors
vehicle branding
guidelines
The logo used on the vehicles must
follow the established ratio
guidelines, including an exclusion
zone around the logo. There must be
no clutter around the logo. It must
stand out prominently.
54/Brand Book/creative guidelines/vehicle branding
office branding
exterior
External branding will be for HCL
only.
55/Brand Book/creative guidelines/exterior branding
office branding
interior
The interior branding can change
according to the specific verticals.
2 feet (24 inches)
BPO OPERATIONS
10 inches
10 inches
4 feet (48 inches)
56/Brand Book/creative guidelines/interior branding
HCL Healthcare
signage
The HCL Healthcare logo as a
signage will include a green plus
sign. The height of this sign
should be equivalent to the
signage height.
The plus sign is to be placed 6 inches
away from the Healthcare signage
to establish individual entities.
57/Brand Book/creative guidelines/interior branding
6 in
X
Brand HCL
HCL has always focused on innovation and out-of-the-box thinking
to reach out to people. The brand has brought to front, its core
values in every campaign and communication. HCL’s global
branding initiative was conceptualized in January 2005. Effective
and direct, the aim was to deliver a distinct message, loud and clear.
58/Brand Book/HCL’s proud journey
fearless
april 2005
focused on HCL’s core values guts, courage, and passion
The campaign also wove in the size and width of the enterprise with
HCL’s heritage and stature.
59/Brand Book/HCL’s proud journey/fearless campaign
01
january 2006
‘the numbers do the talking’ campaign
the thought behind using talking
numbers came from the fact that
we were ready to announce to
the world that we had become a
USD 3Bn enterprise.
The binary digits 0 and 1 were innovatively used as HCL’s brand
ambassadors. These talking binary numbers helped showcase our
expertise in technology. The campaign, initiated in January 2006,
explained the multifaceted technology width of HCL. It successfully
upheld the stature of the brand that we were aiming to establish.
60/Brand Book/HCL’s proud journey/01 campaign
hitchhiker
april 2007
stage 1
technology that touches lives
Technology is the backbone of all our ventures at HCL. No one can
understimate the power of technology and the impact it has on even
the smallest parts of our life. Being a technology company, we
decided to milk this fact to drive our point home. We were looking to
show our stakeholders, across the globe, the width and depth of
our technology and its ability to touch lives everywhere.
The brief was simple - show the reach and importance of our
technology in everyday life. The idea was to show the impact of our
work on the common man - one who might not necessarily be
aware of our reach, or even presence. We initated this process by
giving our brand a face - a protagonist we called Mr. HCL,
essentially the HCL employee.
To keep things interesting, we introduced a person from the other
end of the spectrum, who could be the recipient of all our
technology - in the professional and personal space. The first
advertisement was a chance encounter between these two people
- the story of ‘The Hitchhiker’. The campaign was built on the key
premise that HCL’s technology touches lives.
61/Brand Book/HCL’s proud journey/hitchhiker campaign
airport
january 2009
stage 2
‘Technology that touches lives’ was a successful campaign for HCL
and was appreciated by multiple stakeholders of the company. The
first commercial ran for over a year after which it was time to add
some fresh life into the campaign. The challenge was to create a
sequel that would stay with one thought - HCL’s technology touches
the lives of people everywhere - but should bring a fresh
perspective to the message in a way unique to HCL. Thus, the
creative response to the challenge was - if the first advertisement
had an HCL employee talking about HCL, maybe it was time for the
world to start talking about HCL.
62/Brand Book/HCL’s proud journey/airport campaign
vignettes
june 2010
stage 3
After the two successful campaigns with a single proposition that
HCL’s technology touches lives of people everywhere, where the
first advertisement had the protagonist talk about HCL, and the
second had the world talking about HCL, it was time to show what
HCL is, and what it does. Primarily, establishing the ‘width’ of HCL’s
offerings.
63/Brand Book/HCL’s proud journey/vignette campaign
beach
july 2012
stage 4
Through the years, HCL conducted multiple campaigns that
highlighted its scale and presence across a wide range of domains.
As the company evolved from an IT services provider to an IT
solutions partner, its communication strategy moved to touch new
horizons. The brief was to position HCL as a smart and innovative IT
company that has the capability to provide superior solutions to any
problem at hand.
With this in mind, the new approach would retain the ‘Technology
that touches lives’ tagline, but would present it in a way that
highlights the ‘HCL way of thinking’, which is out-of-the box,
on-the-spot action, and resourcefulness.
The advertisements showcased ‘Mr. HCL’ helping out Mr. Banker
with instant and innovative solutions in a variety of interesting
situations taken from the everyday personal and professional life of
an HCL customer.
64/Brand Book/HCL’s proud journey/beach campaign
we touch lives
november 2014
HCL has focused on technology for the last 38 years. As the group
expands its business focus and creates new business lines, Brand
HCL shifts back to its entrepreneurial character, marked by its ability
to constantly challenge the status quo and set new benchmarks of
excellence. The new brand campaign is reflective of our statement
of purpose and our future vision and brings it alive through vistas of
diverse imagery from various parts of India.
With the evolution of Brand HCL beyond technology, we decided to
bring forth the humane face of HCL through different stories that
capture its core philosophy of touching lives through its existing and
future businesses. The new campaign illustrates the journey of the
brand through real people and emotions. The scale of the campaign
that was shot across geographies in India, starting from the cold
peaks of Manali to the wild rapids in Calicut, reflects the vision and
the scale of the brand itself.
65/Brand Book/HCL’s proud journey/we touch lives campaign
/HCL Enterprise
We touch lives.
WATCH THE COMMERCIAL
We understand that questions or doubts may arise upon implementation. Please feel free to write to us at the below mentioned contacts:
Rajat Chandolia ([email protected]) with a cc to Harsh Karunakaran ([email protected])
www.hcl.com
/HCL Enterprise
/HCL Enterprise
x
x
2x
2x
x
business
stationary
options for
entities
10mm
2x
www.hcltech.com
www.hcl.com
www.hcltech.com
www.hcltech.com
www.hcl.com
/HCLTech
@HCLTech
x
Font: 57 Condensed | Size: 7pt | color: Pantone 293
/HCLTech
www.hcl.com
business card
2x
2x
ID card
guideline
www.hcltech.com
www.hcl.com
Size of the ID card 85mm (height)
and 54mm (width)
x
x
x
envelope
X
letterhead
1.618X
If found please return to/call:
x
5mm
5mm
38/Brand Book/stationery guidelines/business stationary options for entities
2x
36mm
2x
A-10/11, Sector-3
Noida 201301
1/2x
1/2x
5mm
Font: Helvetica Neue Bols | Size: 18pt
2x
www.hcltech.com
www.hcl.com
49/Brand Book/creative guidelines/id card
x
www.hcltech.com
/HCLTech
@HCLTech
/HCLTech
www.hcl.com
Blood group: B+ve
Font: Helvetica Neue | Size: 10pt
51324576
Phone: xxxxxxxxxx
54 mm (w) X 85 mm (h)
x
Name Surname
Toll Free: 1-800-xxx xxxx
PARTNER LOGO
2x
2x
India
Employee’s photograph: 28 mm (w) X 33 mm (h)

Brand Book - Aug`16

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