In keeping with the changing technology landscape, L&T Infotech, India’s 6th largest IT services company, is rebranding itself as LTI. A subsidiary of the Larsen & Toubro Group, L&T Infotech is dropping the ‘IT’ factor from its title. While this looks like a much awaited transformation that started internally 18 months ago, it could also be perceived as a sudden move after Wipro, India’s 3rd largest IT firm, unveiled its new identity.
LTI’s new brand identity developed by Saffron Brand Consultants, looks more like a sudden reply to the transformational IT environment in India. Companies are in a stage of realising strengths that are not just IT enabled. This explains the dropping of ‘Infotech’ by L&T and a move into just LTI.
LTI also has a power packed new tagline that says ‘Let’s Solve’. One that conveys a message of solutions more than technology. It takes the company into areas like artificial intelligence, cloud and mobile. LTI has also revealed MOSAIC as part of their new identity, which stands as an acronym for Mobile, Social, Automation, AI and Cloud. The new visual language is designed around this concept. This will be an imaginative representation of how LTI brings together the power of exponential technologies to deliver real business outcomes. The colours blue and orange are derived from the horizon, the ultimate symbol of convergence where the blue ocean and amber sky meet. This dynamic, modern and agile visual language infuses renewed energy to every touch point symbolizing LTI’s passion for client success.
The new identity aims at positioning the company as a digital transformation partner. LTI looks to partner with clients to help them compete better in a world where digital and physical are converging. The core idea of the brand – ‘Pioneering Solutions in a Converging World’, aims to drive the entire organization to design, innovate and invest in solutions that help clients accelerate digital transformation.
LTI is celebrating its 20th anniversary in 2017 and the new brand image positions the company to compete effectively in the years ahead.
India’s outsourcing companies are now looking at rebranding themselves as it is important to be seen as partners who help customers solve problems and not as those offering IT services cheaper.