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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 8Bn 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
9/Brand Book/brand assets
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
10/Brand Book/brand assets
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.
11/Brand Book/brand assets
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
14/Brand Book/brand assets/improper use of the logo
15/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
16/Brand Book/brand assets/subsidiaries and initiatives
subsidiaries and initiatives vertical logo unit horizontal logo unit
17/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
18/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
19/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
20/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.
21/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.
22/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
23/Brand Book/the typeface/secondary fonts
GeorgiaABCDEFGHIJKMNOPQPQRSTUVWXYZabcdefghijkmnopqpqrstuvwxyz0123456789Serif
LatoABCDEFGHIJKMNOPQPQRSTUVWXYZabcdefghijkmnopqpqrstuvwxyz0123456789San Serif
ArialABCDEFGHIJKMNOPQPQRSTUVWXYZabcdefghijkmnopqpqrstuvwxyz0123456789San 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.
24/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.
25/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
26/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
27/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
28/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
29/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
30/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 file
120,000 MINDS 39 COUNTRIES$8 BILLION
120,000 MINDS 39 COUNTRIES$8 BILLION
120,000 MINDS 39 COUNTRIES$8 BILLION
120,000 MINDS 39 COUNTRIES$8 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 file
Download fact file
120,000 MINDS 39 COUNTRIES$8 BILLION
120,000 MINDS 39 COUNTRIES$8 BILLION
120,000 MINDS 39 COUNTRIES$8 BILLION
120,000 MINDS 39 COUNTRIES$8 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
120,000 MINDS$8 BILLION 39 COUNTRIES
key text badge(optional)
34/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
35/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.
36/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
38/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
39/Brand Book/stationery guidelines/business card
Font: 77 Bold Condensed | Size: 8pt | Color: Pantone 293
Font: Helvetica Neue Family
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: abcdefg@hcl.com
/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: 77 Bold Condensed (All caps) | Size: 8pt | Color: Pantone 293
Font: 57 Condensed | Size: 7pt | Color: Black | Left Indent: 7pt
Font: 57 Condensed | Size: 7pt | Color: Pantone 293
Font: Helvetica Neue Family
40/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
41/Brand Book/stationery guidelines/letterhead
5mm5mm
5mm
10mm
5mm
2x
x1/2x1/2x
2x 36mm
10mm
Font: 77 Bold Condensed (All caps) | Size: 8pt | Color: Pantone 293
Font: 57 Condensed | Size: 7pt | Color: Black | Left Indent: 7pt
Font: 57 Condensed | Size: 7pt | color: Pantone 293
Font: Helvetica Neue Family
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
42/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: abcdefg@hcl.com
www.hcltech.com
/HCLTech
@HCLTech
/HCLTech
HCL Technologies Ltd.
www.hcl.com
x
2x
business card
envelope letterhead
2x
2x
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: abcdefg@hcl.com
www.hcltech.com
HCL Technologies Ltd.
www.hcl.com
x
2x
x
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: abcdefg@hcl.com
www.hcltech.com
HCL Technologies Ltd.
www.hcl.com
2x
x
x
x
Download template
43/Brand Book/stationery guidelines/e-mail signature
NameDesignation - 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
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,
Subject: Title of the email
To: JohnSmith@hcl.com
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
PresentationTheme
Maximum font sizeFont: ArialSize: 18pt
Theme place holder
PresentationSub-theme
44/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
25.4mmPresentation Theme
Heading 1
Heading 2
45/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
46/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
39 COUNTRIES120,000 MINDS$8 MILLION 39 COUNTRIES120,000 MINDS$8 MILLION 39 COUNTRIES120,000 MINDS$8 MILLION
47/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
48/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.
120,000 MINDS 39 COUNTRIES$8 BILLION
49/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
50/Brand Book/creative guidelines/digital logo usage
51/Brand Book/creative guidelines/digital logo usage
digitallogo usageFor digital uses, the minimum size for the standard logo is 75 pixels.
we touch lives.
horizontal layout vertical layout
FOR US, MILESTONES ARE STEPPING STONES. FOR US, MILESTONESARE STEPPING STONES.
52/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
horizontal layout vertical layout
FOR US, MILESTONES ARE STEPPING STONES. FOR US, MILESTONESARE STEPPING STONES.
53/Brand Book/creative guidelines/id card
Size of the ID card 85mm (height)and 54mm (width)
ID cardguideline
If found please return to/call:
HCL Technologies Ltd.
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
54/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
55/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
57/Brand Book/creative guidelines/merchandize branding
merchandizebranding
Permitted secondary colors
58/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.
59/Brand Book/creative guidelines/exterior branding
office brandingexteriorExternal branding will be for HCL only.
60/Brand Book/creative guidelines/interior branding
office brandinginteriorThe interior branding can change according to the specific verticals.
B P O O P E R A T I O N S
10 inches
10 inches
4 feet (48 inches)
2 fe
et (2
4 in
ches
)
61/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
62/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
63/Brand Book/HCL’s proud journey/fearless campaign
‘the numbers do the talking’ campaign
64/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
65/Brand Book/HCL’s proud journey/hitchhiker campaign
stage 2technology that touches lives
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
66/Brand Book/HCL’s proud journey/airport campaign
stage 3technology that touches lives
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
67/Brand Book/HCL’s proud journey/vignette campaign
stage 4technology that touches lives
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
68/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
69/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 (rajat.chandolia@hcl.com) with a cc to Vineet Toppo (toppo.v@hcl.com), Prerna Katyal (katyalprerna@hcl.com)
www.hcl.com
We touch lives.
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