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Logo
LHV’s logo radiates stoic calm and resolve,
while also possessing a sense of forward motion and uniqueness.
Simply bold, but impactful.
The logo has to be given some room to “breathe” and can’t be crowded by other elements positioned too close
The white space is a minimum of one part of the logo’s own height. There is no size restriction on the LHV logo. The logo has been designed to be readable in all sizes.
Typography
Typeface has an important role in LHV’s identity. We use the well-known sans serif font Helvetica Neue, which is an improved version of standard Helvetica designed by Max Miedinger and Eduard Hoffmann in Switzerland in 1957.
It is characterized by simple geometric shapes that ensure legibility and conferring a clean and timeless appearance. The neutrality and simple design of Helvetica Neue make it a versatile choice for various design materials in print and digital media.
Depending on the point size, we use different font weights (e.g. Ultra Light, Thin, Light). For example, Light is too heavy if it is used in a large point size. Ultra Light on the other hand is not legible in too small a point size.
Helvetica Ultra Light
Helvetica Neue Thin
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Helvetica Neue Light
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Helvetica Neue Regular
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Helvetica Neue Bold
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We highlight key words in text by using heavier styles (Helvetica Neue Bold). At least half of the text must always be thin (Helvetica Neue Thin). If necessary, readability can be facilitated by using solely bold – for instance, in outdoor ads.
Text is generally to be aligned left
Kerning: optical
Tracking: Bold at least -30
Leading: 80-100%
Disclaimer: Regular
Free transfers
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Financial service provider AS LHV Pank. Read the terms and conditions and consult experts.
Euro payments are free of charge within the bank, to other Estonian banks, as instant payments, and as SEPA payments.
If the design is text-based, a gradient can be used, or some of the words can be accented with a different colour. That gives the typeface a fresh and modern look and provides the necessary verve and tone colour to compensate for the lack of illustrations, while keeping the general style uncluttered and clear.
As an alternative, we use Arial – but only in cases where the main font Helvetica Neue is not available.
Arial Regular
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Arial Bold
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Colours
The main colours of our graphic identity – black, grey and white – create a timeless and clear visual basis to support the brand’s unity and professional appearance.
Additional colours
Besides the primary colours, LHV’s visual idiom is based on LHV’s diverse palette – precisely this creates a distinct, recognizable appearance that distinguishes us from others. Bold but carefully-designed colour choices give visual elements freshness and emotional power we seek in our communication.
Additional colours help to keep the design of user interfaces and the website uniform, since illustrations use different colours.
“Teeth”
LHV’s “teeth” are one of the primary elements of our visual identity and they are used in LHV’s materials.
The “teeth” are made up of vertical gradient surfaces. They can be combined using different colours and shades, and if necessary, with the addition of effects like multiply, hard light, etc. If possible, the teeth and logo can be interconnected as part of an illustration, not a decoration.
Illustrations
Illustrations are our most important means of expression. Visual idiom is clear and impactful, drawing information from Art Déco style in terms of its geometry, rhythmic nature and aesthetic precision.
Illustrations fall into four different groups.
One, people – they bring scenes to life, portray activities and create emotion.
Second, objects that help shape situations and the environment.
Third, abstract shapes that add dynamics and visual rhythm.
Fourth, symbols that reinforce understanding of the message and help in displaying the information in a simple and clear manner.
People
Illustrations of people help to create a personal and trusting connection between the viewer and the banking-themed content. They bring dry financial information to life, depicting real-life situations and emotions that reflect openness, accessibility and a caring attitude – values important for today’s banking.
Objects
Illustrations of objects help create a recognizable and practical connection between a specific service or field. For example, a car clearly refers to comprehensive insurance, highlighting visually the orientation of the service. Objects make the information more readily graspable and generate trust and clarity, making the viewer form an association with everyday life.
Abstract shapes
Abstract illustrations lend dynamics and emotional depth to visuals. They do not depict specific objects or situations but merely suggest key themes – celebrations and holidays, seasons, motion or technology. These kinds of forms support the message at a nuanced, intuitive level, making the visual language more multilayered and captivating.
Symbols
Symbols are especially important in fields such as loans where specific products are not allowed to be directly depicted. In such cases, the product name is displayed in text while the abstract symbol creates a visual association and supports the comprehensibility of the message. That keeps a uniform style even in a situation with restrictions.
Photographic style
LHV’s photographic style is modern and professional, fusing kinetics, personal growth and balance between work and rest time.
The atmosphere should evoke the light of Nordic summer, creating a clean, natural background. Interesting angles, liveliness and capturing a moment bring earth and a human touch into the designs. Visuals are dynamics, not staged and convey motion, development and real life – just as it is.
“Teeth” in images
Adding a graphic “tooth” to an advertising photo creates a strong, recognizable visual whole. This addition to the design supports the brand image, bringing LHV’s own distinct style into the visuals and consolidating different materials into a uniform whole. Yet the graphic layer must remain neutral and may not dominate or overshadow the photograph; it should support it in a more nuanced, tasteful way. Balance is key, the graphics aren’t prevalent but rather supplement the image.
Pictograms
Pictograms allow the viewer to understand the message content faster and draw attention to the important elements, making the information visually more easily graspable.
Pictograms help to illustrate smaller passages of text, supporting their content visually and enabling the reader to absorb the main point. They can be used in different additional colours to support visual diversity and distinctiveness of topics within the brand’s colour palette.
Neutral grey
Pictograms in neutral grey are well suited in situations where the presentation should be kept calm and balanced. Grey supports internal clarity without adding an emotional tone, emphasizing neutrality and professionalism.
Pink
Pink pictograms add friendliness and warmth to the presentation. They are well suited for supporting topics that are human-centred or more emotionally evocative content, leaving an accessible, positive impression for the viewer.
Blue
Blue pictograms give a presentation a sense of trustworthiness and calm. They are particularly well suited to support fact-based or strategic messages, emphasizing clarity, systematic, professional qualities.
Design examples
The brand’s visual identity is expressed most clearly through practical design solutions.
Design samples give an idea of how brand elements (logo, colours, typography, image style, etc.) are used in different materials and environments in a stylistically consistent and targeted way. The goal is to illustrate use of the brand’s visual principles in everyday design – be it business cards, social media posts, ads, interior design or other materials.
