Incorporated as a direct life insurer in Singapore in 2013, fully owned subsidiary
of the LIC of India. Established in 1956, LIC is owned by the Government of India.
OUR STORY
One of the largest insurance companies in the
world with over 300 million policies in force
under individual assurance.
world with over 300 million policies in force
under individual assurance.
CORE VALUES & VISION
A brand system
that reflects us
that reflects us
Ensure and enhance the quality of life of people through financial security by providing products and services of aspired attributes with competitive returns, and by rendering resources for economic development.
A trans-nationally competitive financial conglomerate of significance to societies and Pride of India.
TAGLINE
Live Tomorrow Today
The tagline “Live Tomorrow, Today” underscores the importance of having clear future plans, ambitions,
and goals. By motivating individuals to take proactive steps today, it emphasizes the urgency of initiating
plans for the well-being of their loved ones.
BRAND PERSONALITIES
Colours that
convey our
community
convey our
community
Brand Commitment
To granting the confidence to fully live life while planning for the future
Our Cultural
To diversify financial portfolio to cover oneself regardless of situation
Our Product
Protects insures in tangible and intangible ways
Lapis Lazuli
#005795
| R | G | B | A |
| 0 | 87 | 149 | 100% |
Imperial Red
#ED2224
| R | G | B | A |
| 0 | 87 | 149 | 100% |
Amber
#FCB316
| R | G | B | A |
| 0 | 87 | 149 | 100% |
Onyx
#595A5C
| R | G | B | A |
| 0 | 87 | 149 | 100% |
Blue concept harnesses the gemstone's rich blue shade, symbolizing wisdom and truth.
Clear communication, enlightenment, and a quest for deeper understanding, making it ideal for projects that evoke a journey of discovery and higher awareness.
Embodies the commanding power of the color red, symbolizing strength and prestige.
It conveys authority, luxury, and influence, making it a bold choice for designs and branding that demand attention and exude grandeur.
The sunny warmth of yellow, symbolizing positivity and energy.
Radiating optimism, creativity, and illumination, making it a perfect choice for designs and projects that exude a vibrant and uplifting atmosphere.
Timeless allure of grey, symbolizing balance and resilience.
It radiates classic refinement, adaptability, and enduring style, making it a versatile choice for designs and projects that embody understated elegance and lasting appeal.
TONE OF VOICE
Someone who
is always by
your side
is always by
your side
External company brand language focuses on maintaining professionalism and ensuring accuracy, assurance, and respect when communicating with our audiences. Internal company brand language aims to instill confidence and a sense of long-term career security among employees.
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LOGO BRANDMARK
Incorporating these symbols into a cohesive message, a flame nestled in protective hands symbolizes life insurance's safeguarding essence, ensuring life's continuity. The inclusion of a globe signifies a global perspective, transcending borders and resonating with a broader audience, while the orchid flower elegantly represents Singapore, encapsulating the nation's unique beauty and identity.
These symbols collectively convey a message of global life insurance protection rooted in the distinct character of Singapore, extending a comforting assurance of continuity and security to individuals around the world.
Flame that signifies life and
protective hands of life insurance
that ensure its continuance.
Beyond India
Represent of Country
(Singapore)
DO NOT APPLY DROP SHADOW TO LOGO
DO NOT CHANGE LOGO COLOR
DO NOT APPLY DEFORM THE LOGO
DO NOT MOVE ANY PART OF THE LOGO
DO NOT USE THE WRONG COLOR CODE
DO NOT MOVE THE ELEMENT
DON'TS
THE LOGO MUST NOT BE APPLIED VERTICALLY, ROTATED OR DISTORTED.
THE LOGO MUST NOT BE ALTERED INTO ANY DIFFERENT FORMS OR SHAPES.
APPLICATIONS
On standard white and with no background
- Logo with filled background and unfilled background.
COLOUR LOGO
B/W LOGO
On darker shade of background
- Logo with transparent background.
B/W LOGO
BEBAS NEUE PRO !@#/{*}&%
24PX - MIDDLE
Aa
Hh
Oo
Vv
Bb
Ii
Pp
Ww
Cc
Jj
Xx
Dd
Kk
Rr
Yy
Ee
Ll
Ss
Zz
Ff
Mm
Tt
-
Gg
Nn
Uu
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$
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68PX - HEADER
BEBAS
Typeface with a
modern touch.
HEADER FONT
16PX - BODY
HELVATICA
Our typeface has all license rights and the sole right to use the font are reserved for LICS. This is used globally for all communication materials; it ensures the distinctive appearance of our brand across all communication distribution. The LICS typeface must be used in accordance with the terms and conditions of use available in the download.
Clear Expressions The adaptable arrangement of elements allows for a transparent and accurate presentation of content. Whether occupying the complete area or segmented into multiple sections, the layout division is designed to align with the message's content that needs to be communicated.
BODY FONT
ILLUSTRATION
Evolving with
trend and its
environment
trend and its
environment
The essence of LIC Singapore’s approach lies in our commitment and confidence to fully live life while planning for the future. The images adopt a minimalistic style that authentically captures essential moments with a meticulous attention to detail. This strategy produces high-quality and emotionally impactful images that convey optimistic attitude. The images strike a balance between perfection and authenticity.
FORMS
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EDM
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IMAGERY
Let us tell you
a story through
our visual
a story through
our visual
Confident | Approachable | Optimistic
The LIC attitude is marked by confidence, and optimism, evident in the expressions of our cast. The individuals depicted exudes a sense of assurance, with a positive outlook in a relatable manner.
Diversed | Refined | Subtle
The cast embodies positivity and authenticity, with a cultured and refined demeanor that reflects a genuine grasp of life.
Children, if included, should display brightness and curiosity. Diversity is integral, portrayed naturally rather than forced.
ICON
How we define
- us to you,
to elicit
- us to you,
to elicit
LIC Singapore’s icons communicate information and interactions in a straightforward way. Their design is influenced by technical drawings. Refer to the provided resources below:
Small
(16px)
This size is only used where space is extremely limited.
Medium
(24px)
This the standard size for icons.
Large
(42px)
This size is used in some materials for emphasis and section labeling.
SYSTEMS
SOCIALS
EXAMPLES
For Banners, CTA
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