we touch lives. - hcl.com · hcl has created this brand manual to provide a purview of the...

We touch lives.

consistency is thefoundation of virtue

- francis bacon

3/Brand Book/contents

contents

04 message

06 the brand

08 brand assetsand their usage

17 design principle

24 creative guidelines

37 evolution of the brand

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.

scope ofthe brand manual

ChairmanChief Executive OfficerChief Strategy Officer

about HCL

HCL Logo-the golden ratiodos and don'tsclearspaceusable logo backgroundentitiessubsidiaries and initiatives

the typefacecolor palettefact file

stationery guidelinesdigital guidelines

the HCL brandis probably thesingle mostvaluable assetwe own.

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.

SHIV NADARFounder & ChairmanHCL & Shiv Nadar Foundation

4/Brand Book/message

diverse unique

5/Brand Book/message

SUNDAR MAHALINGAMChief Strategy Officer, HCL Corporation and Shiv Nadar Foundation

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.

Great brands, over time, demonstrate consistent personality traits that are unique and instantly recognizable

ROSHNI NADAR MALHOTRAChief Executive Officer – HCL Corporation and Trustee – Shiv Nadar Foundation

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.

6/Brand Book/about 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 three companies across technology, health, and people.

the brand

7/Brand Book/about the brand

HCL Enterprise generates annual revenues of over USD Bn with more than 120,000 employees from 140 nationalities operating across 39 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.

For further information, visit www.hcl.com

HCL Infosystems

HCL Technologies

HCL Healthcare

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 39 countries across the Americas, Europe, Asia Pacific, Middle East, and Africa.

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 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 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.

HCL Foundation

8/Brand Book/brand assets

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.

the brandassets andtheir usage


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 expandedHelvetica font family. The italicand subtle stretch of thetypeface serves to provide it theenergy and innovation that HCLstands for. Though modern, ithas a classicism that will notage for years. It should betreated with care and respect.

one brand.one face.one voice.

the ratioThe 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.

size of thelogo andclear space


3 cms

7x

x

7x

x

2x 2x

x

x

HCL is an individual entity andstands proud. For this very reason,the main logo has a deliberateexclusion space around it.

The logo should not be lessthan 3cms in all aspectsof communication.

The ratio of width to height ofthe HCL logo should be 7:1

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.


vertical usage

splitting theletters andvertical usage

As the logo is a fixed unit, it cannot, under any circumstances, be split or spread or written in any other form.

usablebackgroundsfor 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

Grey (K 20) Reverse Grey (K 50)

Light Blue (C 35) Reverse Black

Grey (K 20)

Reverse Black

usablesecondary backgroundsfor the logoHCL logo can also be used on the secondary brand colors as shown here.

13/Brand Book/brand assets/usable backgrounds

01 | color 02 | gradient

03 | imagery 04 | effects

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.

control of logo on different backgrounds

The HCL logo will be provided to you in a variety of digital formats. These are not to be changed under any circumstances.

improper useof the logo

The HCL logo or the logo background cannot be used in colors other than what have been specified.

01 | color

The HCL logo and the logo background cannot have any gradient.

02 | gradient

Do not use logo on top of images.

03 | imagery

Do not add drop-shadows, embossings, vignette, etc. to the logo.

04 | effects

1 /Brand Book/brand assets/improper use of the logo

1 /Brand Book/brand assets/entities

entities

To build a singular brand image, a new representation of logos has been created for entities, subsidiaries, and initiatives under the HCL Enterprise.

vertical logo unit horizontal logo unit

1 /Brand Book/brand assets/subsidiaries and initiatives

subsidiaries and initiatives vertical logo unit horizontal logo unit

1 /Brand Book/brand assets/entities unit

vertical andhorizontal unitof entitiesThe 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

1 /Brand Book/brand assets/usable backgrounds

usablebackgroundsfor 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

1 /Brand Book/brand assets/clear space

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

horizontal logo unit

/Brand Book/brand assets/logo size & placement

1 12

Iconurl

www.hcl.com

Iconwww.hcl.com

Sizes in mm. Rounded off

Icon widthDocument Diagonal measurement

For any size below A4 30

A4 363 30

A3 514 43

A2 727 60

A1 1029 86

A0 1456 121

size andplacement ofthe HCL logoand url

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.

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.

2 /Brand Book/the typeface

the typefaceThe 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.

2 /Brand Book/the typeface/primary font

HelveticaNeueABCDEFGHIJKMNOPQPQRSTUVWXYZabcdefghijkmnopqpqrstuvwxyz0123456789 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.

the primaryfont

2 /Brand Book/the typeface/secondary fonts

Serif

San Serif

San Serif

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 web- safe font.

2 /Brand Book/color palette

primary color

HCL BLUE CMYK 100/60/0/0RGB 0/102/179HEX #0066B3Pantone 293

the primarycolor for textand headers

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 reasonsbehind why we chose this color.Blue is cool. Blue is dignified.Blue is truthful. Blue can betrusted and Blue signifiestechnology. Other colors to beused include 100% Black orWhite, again for the specifictraits that these colors stand for- black is usually associatedwith strength, sophistication,and elegance. White, on theother hand, is often preceivedas pure, clean, scientific, andinnovative.

2 /Brand Book/color palette/tints of HCL blue

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.

tints ofHCL Blue

CMYK 100/60/0/0RGB 0/102/179

HEX #0066B3Pantone 293

CMYK 85/45/0/0RGB 5/120/195

HEX #0578c3Pantone 2383

CMYK 70/30/0/0RGB 70/150/210

HEX #4696d2Pantone 2143

CMYK 55/15/0/0RGB 105/180/225

HEX #69b4e1Pantone 284

CMYK 40/0/0/0RGB 140/215/250

HEX #8cd7faPantone 292

CMYK 25/0/0/0RGB 185/230/250

HEX #b9e6faPantone 283

2 /Brand Book/color palette/secondary 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.

secondarycolor palette

CMYK 0/100/70/0RGB 235/25/70

HEX #eb1946Pantone 1795

CMYK 0/60/100/0RGB 245/130/30

HEX #f5821ePantone 158

CMYK 0/30/100/0RGB 250/185/20

HEX #fab914Pantone 3514

CMYK 80/100/0/0RGB 90/45/145

HEX #5a2d91Pantone 268

CMYK 90/0/30/0RGB 0/175/190

HEX #00afbePantone 7711

CMYK 30/0/100/0RGB 190/215/50

HEX #bed732Pantone 390

2 /Brand Book/color palette/neutral palette

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.

neutrals

CMYK 0/0/0/100RGB 0/0/0

HEX #000000Pantone 433

CMYK 0/0/0/85RGB 75/75/75HEX #4b4b4b

Pantone cool grey 11

CMYK 0/0/0/60RGB 130/130/130

HEX #828282Pantone cool grey 9

CMYK 0/0/0/40RGB 170/170/170

HEX #aaaaaaPantone cool grey 7

CMYK 0/0/0/20RGB 210/210/210

HEX #d2d2d2Pantone cool grey 4

CMYK 0/0/0/10RGB 230/230/230

HEX #e6e6e6Pantone cool grey 3

aquired brands

2 /Brand Book/brand assets/acquired brands

To be used across the length of the logo, including typeface

An HCL Technologies Company

Acquiring the skills of the organization: If the acquisition is driven with an objective of acquiring the skills of the organization – then the decision is to immediately kill the brand.

Acquiring the customers: If the acquisition is driven with an objective of acquiring the customers of the acquired organization – then the decision is to retain the brand and call it AN HCL TECHNOLOGIES COMPANY with the text written in typo format and not as a logo unit.

Acquiring the brand equity: If the acquisition is driven with an objective of acquiring the brand equity of the acquired organization – then the decision is to retain the Brand and call it AN HCLTECHNOLOGIES COMPANY with the text written in typo format andnot as a logo unit.

Post a moratorium period, brands aquired for customers and brand equity will merge with HCL Technologies. As of now this period is 2 and 4 years respectively, subject to further discussion and changes.

don'ts

2 /Brand Book/brand assets/organic brands - dont’s

by HCL Enterprise

by Technologies

1. Usage of HCL as a logo across all types of entities is prohibited.There are select entities on which the HCL logo can be used andthey are specified in the overall Enterprise Brand Guidelines.Largely – the usage of HCL logo is allowed only across the HCLEnterprise level business entities – Technologies/ Infosystems/Healthcare and certain select entities across the SNF Foundation.

2. For all the Organic Brands created within HCL Technologies –usage of BY HCL is not permitted anymore. This has a directimplication on all the entities leveraging the BY HCL identity suchas BEYONDigital by HCL, IoT WoRKS by HCL, PlusOneDegreeby HCL.

clear space

/Brand Book/brand assets/organic brands - clear space

There are no restrictions on the maximum size of the logo. However, the width of the logo should not be less than 45mm in print and 200px in digital communication. This size excludes the clear space. The 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.

by HCL Technologies

2X

X

X

2X

X

X

XX/4

X/4

the fact fileexternal fact file - usagefor Mass media (TV, Print,Outdoor, etc.) and any formof 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.

external fact file

31/Brand Book/brand assets/fact file - external

Download fact fileexternal fact file

124,000+ MINDS

131,000+ MINDS 44 COUNTRIES$8.3 BILLION




This fact file will reflect the HCL business performance more frequently and would change every quarter.

the fact fileInternal fact file - usagefor RFP, Mailers, Proposals,and any form of internalcommunication

32/Brand Book/brand assets/fact file - internal

internal fact fileDownload fact file

internal fact file




131,000+ MINDS 44 COUNTRIES$8.3.BILLION

use onstationery andon outdoorsignagesThe 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

33/Brand Book/brand assets/use on stationery and on outdoor signages

use on stationery

use on outdoor signage

use on stationery


key text badge(optional)

3 /Brand Book/brand assets/key text badge - element

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.

textplacement

3 /Brand Book/brand assets/key text badge - element

WHERE TALENTISN’T PUT IN BOXES.Lorem Ipsum Dolor Sit Amet Consectetur

Text in key text badge will be

placed only according to the

specifications highlighted here.

3 /Brand Book/brand assets/key text badge - layout grid

WHERE TALENTISN’T PUT IN BOXES.Lorem Ipsum Dolor Sit Amet Consectetur

vertical andhorizontal grid

vertical grid

horizontal grid

The grid created here will be

applicable for digital and print

versions when using the key

text badge.

Grid: 3 columns x 3 columns

3 /Brand Book/creative guidelines

creative guidelinescreative guidelines

3 /Brand Book/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 three companies of HCL include HCL Technologies Ltd., HCLInfosystems Ltd. And HCL Healthcare Pvt. Ltd. All otherentities are subsidiaries, divisions or joint ventures of either ofthe 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 appearimmediately after the address details, but must precede theenterprise website address (www.hcl.com).

• The contact details must end with the enterprise websitewww.hcl.com (in Pantone 293).

• In case of a wholly-owned subsidiary company, the subsidiaryname must be written first (in Pantone 293) followed by the parentcompany 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.)

stationeryguidelines

3 /Brand Book/stationery guidelines/business card

Font: 77 Bold Condensed | Size: 8pt | Color: Pantone 293

Font: Helvetica Neue Family


Font: 57 Condensed | Size: 7pt | Color: Black

Font: 57 Condensed | Size: 7pt | Color: Black

Font: 57 Condensed | Size: 7pt | Color: Pantone 293

Leading: 9pt | Kerning: 20pt

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

@HCLEnterprise

/HCLEnterprise

HCL CORPORATION PVT. LTD.

www.hcl.com

x

6mm

20mm3mm

x1/2x

1/2x

3mm2x 2x

6mm

The front face of the card to carry the following:Employee NameDesignation - Team

The reverse to carry the following:Company NameContact details and website(s) address

businesscard


Font: 57 Condensed | Size: 7pt | Color: Black | Left Indent: 7pt

Font: 57 Condensed | Size: 7pt | Color: Pantone 293


/Brand Book/stationery guidelines/envelope

2x

254mm

114.3mm

x1/2x1/2x

5mm

5mm40mm5mm

5mm

10mm

10mm

There are two envelope sizes available:

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.

All envelopes should carry the following: Company name, contact details and website(s).

envelope

4 /Brand Book/stationery guidelines/letterhead

5mm5mm

5mm

10mm

5mm

2x

x1/2x1/2x

2x 36mm

10mm


Font: 57 Condensed | Size: 7pt | Color: Black | Left Indent: 7pt

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.

letterhead

4 /Brand Book/stationery guidelines/business stationery options for entities

businessstationeryoptions forentities

1.618XX

3rd Floor, Corporate Towers, HCL Technology Hub,

Plot No 3A, sector 126, Noida - 201301. UP (India)

T +91 120 4306000 | F +91 120 2445969 | E-mail: [email protected]

www.hcltech.com

/HCLTech

@HCLTech

/HCLTech

HCL Technologies Ltd.

www.hcl.com




www.hcltech.com

/HCLTech

@HCLTech

/HCLTech


www.hcl.com

x

2x

business card

envelope letterheadenvelope

2x

2x




www.hcltech.com


www.hcl.com

x

2x

x


letterhead

2x

x




www.hcltech.com


www.hcl.com

2x

x

x

x

Download template

4 /Brand Book/stationery guidelines/e-mail signature

Font: ArialSize: 9ptStyle: 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.

e-mailsignature

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

1/2X

X

42.33mm

Maximum font sizeFont: ArialSize: 18pt

Theme place holder

4 /Brand Book/stationery guidelines/presentation template

presentationtemplate

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.

Maximum font sizeHeadingFont: Arial boldSize:16ptColor: Pantone 293

Regular font sizeBody contentFont: ArialSize:12ptColor: Black

Minimum font sizeBody contentFont: ArialSize:8ptColor: Black

Simple diagrams with colorsonly from the HCL palette

25.4mm

Maximum font sizeHeadingFont: Arial boldSize:16ptColor: Pantone 293

Regular font sizeBody contentFont: ArialSize:12ptColor: Black

Minimum font sizeBody contentFont: ArialSize:8ptColor: Black

Simple diagrams with colors

4 /Brand Book/stationery guidelines/presentation template

10mm

10mm

42.33mm

presentationtemplate

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.

Diagrams:The illustrations/diagrams can only be in HCL color palette.

Download template

4 /Brand Book/stationery guidelines/RFP template

Document size: A4

RFP template

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.

The template for level 1 entites will have their logo on the top right corner of the page from the second page onwards.

fact file

Theme image: 80mm (h) X 190mm (w)10mm

10mm

3 COUNTRIES1 ,000 MINDS 3 COUNTRIES1 ,000 MINDS 3 COUNTRIES1 ,000 MINDS

4 /Brand Book/creative guidelines/logo usage

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, MILESTONESARE STEPPING STONES.

horizontal logo unit vertical logo unit

logo unit text badge

115,000 MINDS 32 COUNTRIES 115,000 MINDS 32 COUNTRIES

4 /Brand Book/creative guidelines/digital usage

minimumsize usage

digital 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 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

120px 75px

the logo should beused below 120 pixelsdown to 85 pixels wide.

1 ,000 MINDS 3 COUNTRIES

4 /Brand Book/creative guidelines/digital logo usage

websitelogo usageThe 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.

horizontal logo usage on websitevertical logo usage on website

digital logousage gridThe 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.

horizontal layout vertical layout

/Brand Book/creative guidelines/digital logo usage

5 /Brand Book/creative guidelines/digital logo usage

digitallogo usageFor digital uses, the minimum size for the standard logo is 75 pixels.

we touch lives.


FOR US, MILESTONES ARE STEPPING STONES. FOR US, MILESTONESARE STEPPING STONES.

5 /Brand Book/creative guidelines/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.

outdoorlogo usage


FOR US, MILESTONES ARE STEPPING STONES. FOR US, MILESTONESARE STEPPING STONES.

5 /Brand Book/creative guidelines/id card

Size of the ID card 85mm (height)and 54mm (width)

ID cardguideline

If found please return to/call:


A-10/11, Sector-3

Noida 201301

India

Toll Free: 1-800-xxx xxxx

Phone: xxxxxxxxxxName Surname

PARTNER LOGO

51324576Blood group: B+ve

54 mm (w) X 85 mm (h)

Font: Helvetica Neue | Size: 10pt

Employee’s photograph: 28 mm (w) X 33 mm (h)

Font: Helvetica Neue Regular | Size: 14pt

Font: Helvetica Neue Bols | Size: 18pt

Font: Helvetica Neue Regular | Size: 9pt

5 /Brand Book/creative guidelines/co branding

Maximum size of a partner logoThe maximum size of a partner logo should notexceed the size of the HCL logo.Width of (HCL logo) >= Width of (partner logo)

Our brand should always stand out even whenalongside other brands.

HCL and partner logoBrand HCL is a vital ingredient in a credible andappealing proposition. Therefore the logo width should always be equal to the partner logo.

Width = XPartner logo = XWidth = XPartner logo = X

co-branding

5 /Brand Book/creative guidelines/merchandize branding

merchandizebrandingThe 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

x

x/4

x/2

x/2

x/2

x

x

x/4

x/2

x/2

x/2


merchandizebranding

x

x/2 x/2


merchandizebranding

Permitted secondary colorsPermitted secondary colors

5 /Brand Book/creative guidelines/vehicle branding

vehicle brandingguidelinesThe 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.

5 /Brand Book/creative guidelines/exterior branding

office brandingexteriorExternal branding will be for HCL only.

/Brand Book/creative guidelines/interior branding

office brandinginteriorThe interior branding can change according to the specific verticals.

6 /Brand Book/creative guidelines/interior branding

HCL HealthcaresignageThe 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.

6 in

X

6 /Brand Book/HCL’s proud journey

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.

Brand HCL

focused on HCL’s core values -guts, courage, and passion

fearless

The campaign also wove in the size and width of the enterprise with HCL’s heritage and stature.

april 2005

6 /Brand Book/HCL’s proud journey/fearless campaign

‘the numbers do the talking’ campaign

6 /Brand Book/HCL’s proud journey/01 campaign

01

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.

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.

january 2006

stage 1technology that touches lives

hitchhiker

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 keypremise that HCL’s technology touches lives.

april 2007

6 /Brand Book/HCL’s proud journey/hitchhiker campaign


airport

‘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.

january 2009

6 /Brand Book/HCL’s proud journey/airport campaign


vignettes

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.

june 2010

6 /Brand Book/HCL’s proud journey/vignette campaign


beach

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.

july 2012

6 /Brand Book/HCL’s proud journey/beach campaign

we touch lives

HCL has focused on technology for the last 40 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.

november 2014

6 /Brand Book/HCL’s proud journey/we touch lives campaign

115,000 MINDS 32 COUNTRIES 115,000 MINDS 32 COUNTRIES 115,000 MINDS 32 COUNTRIES

/HCL Enterprise /HCL Enterprise /HCL Enterprise

We understand that questions or doubts may arise upon implementation. Please feel free to write to us at the below mentioned contacts:

Rajat Chandolia ( ajat. [email protected]) with a cc to Vineet Toppo ([email protected])

www.hcl.com

We touch lives.

we touch lives. - hcl.com · hcl has created this brand manual to provide a purview of the...

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