LARSEN & TOUBRO LIMITED (L&T) is a technology, engineering, construction and manufacturing company. It is one of the largest and most respected companies in India’s private sector. The brief was to create a distinct independent identity and brand for L&T Financial Services. Develop a professional, trusted and approachable Financial Services brand and to build on non-negotiable ethical values and heritage of L&T. Therefore, a simpler brand architecture and a distinct brand look and feel was created.