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Logo

14
Our logo

We have developed a simple and

recognisable logo for our bank.
It is based around the first letter of our
name and we use it with confidence.

The simplicity of the ‘L’ is modern and

contemporary, and the ‘diamond’
shape alongside it symbolises a guiding
light, how we always look forward and
proactively make things happen.

15
Logo versions

We have three versions of our logo:

a symbol, wordmark, and a lock up.

We use the symbol and wordmark

together across most of our
communications. By having two
separate elements we can make the
most of the space available and use
our brand in a flexible and bold way.
This is the primary way that we use
our logo.

Private Banking
For our Private banking sector we
only use the wordmark version of
our logo. This creates a more refined
and paired back layout which is Symbol Wordmark Lock up
appropriate for this more premium Can be used in isolation or Can be used in isolation or with the For limited use when the
market. with the wordmark. It can also be symbol. The wordmark is particularly application of the symbol
used large for impact. useful for extreme horizontal formats. and wordmark separately
Lock up The wordmark is the only logo version isn’t possible.
The lock up version of our logo is used across our Private banking sector.
provided for limited use when there is
not an opportunity to use our symbol
and wordmark separately. This could
be when it’s used on a third party
piece of communication.
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Logo colours

Our logo comes in two primary

colour ways, Burgundy (positive)
and Stone (negative). We use
these colour-ways across all our
business segments (Personal,
Corporate and Private). Primary positive symbol Primary negative symbol Positive mono symbol Negative mono symbol
For use against light backgrounds. For use against dark backgrounds. For use when the primary positive For use when the primary negative
symbol isn’t available. symbol isn’t available.
Always use the version which
gives greatest stand-out
against the background.

Primary positive wordmark Primary negative wordmark Positive mono wordmark Negative mono wordmark
For use against light backgrounds. For use against dark backgrounds. For use when the primary positive For use when the primary negative
wordmark isn’t available. wordmark isn’t available.

Primary positive lock up Negative lock up Positive mono lock up Negative mono lock up
For use against light backgrounds. For use against dark backgrounds. For use when the primary positive For use when the primary negative
lock up isn’t available. lock up isn’t available.
Logo clear space

Always maintain an area of clear Symbol

space around the logo to make sure The symbol uses a clear space equivalent to
nothing else gets too close. the diamond. There is no clear space on the
bottom or left edge as it is positioned flush
Master artwork files are available to the edge in applications.
for the symbol, wordmark and
lock up. This includes the clear
space guides, so there’s no need
to modify them in any way.

Lock up
The lock up version of
our logo uses a clear
space that is equivalent
to the diamond used
within the symbol.

Wordmark
The wordmark version of our logo uses a clear space equivalent
to the size of two diamonds from the letter ‘i’.

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Logo size

We should always make sure our Format Symbol width Wordmark width Minimum size
logo is used consistently and at DL 17mm 24.5mm The minimum size of our logos
the right size. A5 17mm 24.5mm vary depending on which
210 Square 17mm 24.5mm version you are using. The
The correct size for all A size A4 24mm 34mm minimum size of our symbol is
formats are listed on this page. 5mm wide. The minimum size
A3 34mm 49mm
For non standard formats follow for our wordmark and lock up
the simple rule to decide on the A2 48mm 68mm is 13.5mm wide.
logo size. A1 68mm 98mm
A0 96mm 137mm

Logo size
Typical sizes are listed above.
5mm 13.5mm 13.5mm
For other applications divide
the diagonal length of the page

Di
ag
by 15 to get the symbol width

on
(round to the nearest 0.5mm),

al
L
then use the height of the L

en
gt
(excluding diamond) to get the

h÷
width of the wordmark.

15
=W
H
H

W
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Symbol placement

Symbol
The preferred position of our symbol is
bottom left. We position the symbol flush
against the edge of the document which
may require a bleed to be added for
some printed materials.

The secondary position for our symbol

is top left. We use the clear space area
to ascertain the correct position.
Bottom left is the primary symbol position. Bleed
Remember, we do not use our symbol on Top left is the secondary symbol position. As we like to position our logo
any Private banking communications. to the edge of a page, it may be
necessary to add a small bleed
Wordmark for any printed communications.
We are more flexible with our wordmark
which has more positional options than
the symbol. It should always be clearly
legible and its clear space adhered to.
Please see the following page for further
details.

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Using our logo versions

Here we see how we can use our symbol Seen together on the same surface Used on separate surfaces
and wordmark in different ways
on touchpoints. We don’t always have to
show both on a single surface, however
it should always be clear who the
communication is coming from.

Wordmark placement
Wordmark placement options are shown
here. Whilst there is lots of flexibility,
avoid placing it in the top right corner.

Seen together on the same surface

When a touchpoint is less obviously
Luminor, it’s clearer to show both the
symbol and wordmark on the same
surface, e.g. ads where the symbol alone
may not communicate Luminor clearly
enough for the audience.
Used on separate surfaces
When a touchpoint is obviously Luminor,
we can show the symbol and wordmark
on separate surfaces, e.g. a brochure that
uses the symbol on the front cover, but
the wordmark on the back cover.
This is a common position
for most non advertising
items, e.g. brochures – the
wordmark is positioned in
the top left, often on the
grid aligning with the type
below. Please refer
to the Constructing our
grid page.
This is the standard Multiple page items can place
position for advertsing the symbol on the front with the
touchponts such as workmark on the back for example.
billboards and posters Alternatively, the wordmark could
where the wordmark is be on the front with the symbol on
positioned in the bottom the back.
right as a sign off.
When the symbol isn’t seen on a
surface, the wordmark can take
the symbol’s primary (bottom left
corner) or secondary position (top
left corner).
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Brochure covers
Here we see some examples of how we
use our primary positive and negative
symbol and wordmark.

22
 Erkki Rita
Raasuke Naujokaitytė
CEO Manager of Business Unit,
+370 620 83 093 Vilnius Consultation Centre
erkki.raasuke@luminorgroup.com +370 620 83 093
+370 5 2393562
Luminor Liivalaia 45, rita.naujokaitytė@luminorgroup.com
10145 Tallinn
Luminor.ee Luminor Latvia branch
K. Valdemara St. 62
Riga, LV-1013, Latvia
Luminor.lt

Stationery : Letterhead,
envelope and business cards

This demonstrates how we use our symbol

and wordmark across different applications.
Our symbol is often used boldly for impact
whilst our wordmark is used smaller for
sophistication.

Luminor Estonia, Liivalaia 45, 10145 Tallinn | +370 620 80 093 | Luminor.ee

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OOH logo size
and placement

Wordmark size exception

To ensure visibility and standout of our
logo on large-scale OOH advertising we
increase the size of the wordmark. The
wordmark width is equivalent to two
times the width of the symbol. The symbol
remains at its usual size. This wordmark
sizing rule is for OOH advertising only
and should not be used on any other
touchpoints.

Wordmark position
We use the thickness of the base of the
‘L’ in the symbol to position the wordmark
from the bottom and right of the page
as shown.

This wordmark positional principle applies

whenever it appears with the symbol at
the bottom of an application.
W 2x W

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Personal OOH billboard
Here we see an example of the
increased wordmark size in situ
on a OOH billboard.

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Using the symbol
at a large scale

We can use our symbol at a large

scale to create impact. We do this
in two ways:
• As a water mark over
photography or;
• As a super graphic on a
coloured background.

When used at a large scale it is

positioned flush to the edge on
the left hand side and the baseline
of the touchpoint.

When our symbol is used in this

way it becomes more of a graphic
rather than a logo. Subsequently
the usual clear spaces rules don’t
apply and type can be layered over
the top in a considered manner.
As a water mark over photography
Here we use the symbol in our Stone colour and apply
some opacity. As a guide use an opacity of 60% however
you can subtly increase or decrease this amount if needed
to ensure the right balance of contrast against the image.
As a super graphic on a coloured background
We always keep the symbol in the main colour ways,
either Stone for dark backgrounds, or Burgundy for light
backgrounds. We use this for impact on applications such
as business cards.

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Colour

31
Colour palette
Dark Burgundy Muted Burgundy Bright Burgundy
CMYK: 42/92/0/50 CMYK: 0/27/9/18 CMYK: 0/73/15/0
RGB: 58 / 14 / 46 RGB: 184 / 141 / 151 RGB: 234 / 74 / 114
Our colour palette was chosen with
Pantone 7652 Pantone 7633 Pantone 7423
authenticity in mind. Drawing inspiration
HEX: 3a0e2e HEX: b88d97 HEX: ea4a72
from the Baltic landscapes and nature,
our colour palette is sophisticated and
differentiating.

We also use the different colours to

represent different parts of our business. Bright Blue Bright Green Stone
CMYK: 42/8/51/0 CMYK: 42/8/51/0 CMYK: 3/3/6/7
Our Burgundy shades are used for RGB: 110/ 170 / 210 RGB: 119 / 139 / 89 RGB: 235 / 235 / 232
Personal banking and any general banking Pantone 2169 Pantone 2261 Pantone Warm Grey 1
communications. HEX: 6eaad2 HEX: 778b59 HEX: ebebe8

The Blue shades are used for our Corporate

banking segment and the Green shades for
our Private banking segment.
Dark Blue Dark Green Dark Grey
Our neutrals (Stone and Dark Grey) can be For printed material, always
used across all parts of the business at a use the Pantone color
CMYK: 100/57/12/66 CMYK: 56/0/58/78 CMYK: 40/30/20/66
secondary level. references where possible. RGB: 24 / 35 / 50 RGB: 27 / 42 / 35 RGB: 58 / 59 / 60
If Pantone isn’t possible then Pantone 540 Pantone 7736 Pantone Cool Grey 10
use the CMYK color values.
Where possible we try to avoid using white HEX: 182332 HEX: 1b2a23 HEX: 3a3b3c
as a background colour. Instead we use our For on-screen purposes use
Stone for digital applications and off-white the RGB color values and for
any web applications use the
uncoated paper stock to replicate the HEX values.
colour of Stone on printed applications.

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Personal banking colours

The following colours are the lead colours

Stone/Off white stock Dark Burgundy Muted Burgundy
for our Personal banking segment.

Dark Burgundy
This can be an overall background colour,
or used for colouring type.

Muted Burgundy
This can be an overall background colour,
or used for colouring type.

Bright Burgundy Bright Burgundy

This is used sparingly to highlight
information or for colouring type.
Dark Grey
It has strong standout on all colours.

Neutral colours
Our neutral colours are overarching and are
used by all of our banking segments:
• Stone is used across typography and our
logo. We use Stone or off white stock as
one of our background colours.
• Dark Grey is used mainly for
colouring text.
Colour balance
Dark Burgundy is our most important primary colour. However
the proportions shown here provide an indication of the overall
colour coverage on Personal banking collateral. Single items,
like posters, won’t necessarily use all of the colours – it’s more
indicative of Personal banking materials as a whole.
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Personal leaflet
Here we can see an example of our
Personal banking colours used on a leaflet.
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Corporate banking colours

The following colours are the lead colours

Stone/Off white stock Dark Blue Bright Blue
for our Corporate banking segment.

Dark Blue
This can be an overall background colour,
or used for colouring type.

Bright Blue
This can be an overall background colour,
or used for colouring type. Dark Burgundy
Muted Burgundy
Dark Burgundy, Muted Burgundy and
Bright Burgundy Bright Burgundy
For Corporate these colours are used
Dark Grey
sparingly. Use them to highlight information
or for colouring type.

Neutral colours
Our neutral colours are overarching and
are used by all of our banking segments:
• Stone is used across typography and our Colour balance
logo. We use Stone or off white stock as The proportions shown here provide an indication of the overall
one of our background colours. colour coverage on Corporate banking collateral. Single items,
like posters, won’t necessarily use all of the colours – it’s more
• Dark Grey is used mainly for indicative of Corporate banking materials as a whole.
colouring text.

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Corporate OOH billboard
Here we can see an example of
our Corporate banking colours
used on a billboard.

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Private banking colours

The following colours are the lead colours

Stone/Off white stock Bright Green
for our Private banking segment.

Bright Green
This can be an overall background colour,
e.g. front cover or used for colouring type.

Dark Green
This can be used for colouring type.

Dark Burgundy, Muted Burgundy and Dark Green

Bright Burgundy Dark Burgundy
For Private these colours are used sparingly.
Muted Burgundy
Use them as a highlighter or for colouring
type rather than for full-bleed backgrounds. Bright Burgundy

Neutral colours Dark Grey

Our neutral colours are overarching and
are used by all of our banking segments:
• Stone is used across typography and our
logo. We use Stone or off white stock as
one of our background colours.
• Dark Grey is used mainly for
colouring text.
Colour balance
The proportions shown here provide an indication of the overall
colour coverage on Private banking collateral. Single items,
like posters, won’t necessarily use all of the colours – it’s more
indicative of Private banking materials as a whole.

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Private editorial
advert
This demonstrates how
our muted photography
combined with our green
tones create a sophisticated
communications style for
Private banking.

This also demonstrates

how we use our wordmark
alone without the symbol for
Private communications.

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