The main thing that sets the LMT image apart is that we see a person, who represents LMT values and works in LMT’s world. This is the world that LMT is trying to create and wants to see. The kind that you want to be part of. LMT people are characterised by passion, confidence and self-respect.

Following the LMT person in various life situations, we discover the nature of their relationship with LMT products and services. In B2B communication too, what matters to us is to reveal the person not the specifics of the industry.

Black and white photographs

Black and white photographs are the basic visual means of expression in LMT image, product and service communication.

If the visual materials (e.g. device photographs, film and series posters) of third parties are not black and white initially, we don’t make them black and white.

We do not use black and white photographs for public relations and corporate communication purposes.

In social media communication, we use black and white photographs if they fit the context and communication goal. For example, we don’t use black and white photographs in Midsummer’s celebration greetings.

Image characterisation

The image used in LMT image, product and service communication is: personable and local, single, timeless and has a feeling of presence. An image must have at least two of these characteristics.

Personable and local

Images show Latvian people, as well as the Latvian environment geographically and aesthetically. We don’t sort people according to their age, gender, employment or social status. The most important thing is that they are characterised by passion, conviction and relentlessness according to the TNS NeedScope “Zeva” segment


The image is absolutely clear, which is most important. We get rid of details that are insignificant and create a feeling of clutter and noise. The image has one powerful emotion


Devoid of “trends” and stylishness. We reflect deeper and most universal truths.

Feeling of presence

We are a participant in the image not an observer from the side lines. LMT does not look down on or view everything that happens in people’s lives from outside. LMT’s presence is respectful and unobtrusive.

Image creation

Creating communication through an image, we observe several basic principles of image creation.

Models and environment

We pay the utmost attention to their selection. If the person and place are typical – the image is impactful.


An image can be documentary in nature, even if the situation is staged. The photographer’s task is to capture the emotion of this situation, which is recognisable and interesting, without losing sight of details and the environment.


The contrast in light is light from the side, from the rear – the places in the image are well-lit or dark. The contrast in angle is from camera positioned low or high, small objects that we are used to seeing looking big and vice versa. The contrast in emotions, e.g. anticipation of adventure/the sadness of parting; curiosity/worries; alarm/relief.

Depth and space

We see the subject or details, which are 100% acute, or the subject or details that don’t exist. An additional level of sharpness and visual contrast is generated by graphic elements and copy.

Selection criteria

LMT’s awareness must be built continuously, three strictly adhere to image composition principles.

We don’t use cut out images, objects or forms. Details and environment are visual story elements.

Under the button "See more", with specific examples we have shown how to choose images corresponding to LMT’s visual identity.





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