TCS Visual Identity Guidelines

TCS Visual Identity Guidelines2020

The new TCS identity will go beyond marking a milestone, to create a platform for the creation of new marketing messages and experiences. TCS’s new identity will tell a story. A story that is a third about the legacy and two-thirds about the future. A third about our Indian roots and two-thirds about our identity as a truly global organisation. A third about the Tata heritage and two-thirds about TCS’s own unique and differentiated identity.

Across the myriad of touchpoints (from print to interfaces) at which our stakeholders—clients, partners, employees, Government & regulators, media, industry, specialised agencies and industry publications will interact with our brand, we have identified and provided detailed standards and elements that will make up the TCS brand identity. From tone, to font, colours, graphics, imagery, and even the way you use the TCS logo, we have provided the building blocks to tell multiple, cohesive stories of a brand that has endured and excelled during the fastest period of technology development till date. To effectively define the TCS brand experience, these core elements must be aligned across every touchpoint, from consumer to shareholder, from partner to employee.

Introduction

Introduction 01ITCS Visual Identity Guidelines 2020I

Visual identity 02I

The new TCS identity is based on the fluidity concept which is modern, full of personality, and has a young and dynamic foundation.The new TCS logo is iconic and distinct. It signals a consistent foundation, reinforcing brand leadership, confidence and reliability, while adding a ‘twist’ (as seen in the custom typeface) of modernity, fluidity and youthful vibrance. The bright gradient, paired with the subtle stretch of the typeface serves to provide it with the energy and innovation that TCS stands for. Though modern, it has a classicism that will not age for years.

Visualidentity

TCS Visual Identity Guidelines 2020I

Monochrome and colour versions 03I

Positive monochromatic version Positive monochromatic version

Negative monochromatic version Negative monochromatic version

You can use a single colour version of the composite logo unit (as shown below) on a colour background.Monochrome

and colour versions

For restricted use only (For example; Web page, video)


Everything’s calculated in our designs—even the amount of white space.

To protect the strength and integrity of the logo and to maintain visual effectiveness, please keep a clear space around the logo free of competing visual elements. Do not allow photos, typography or other graphic elements to intrude into this defined minimum clear space area.

Clear space

XXX X X

XX

Clear space 04I

X

X

XX X XX

XX X XX

X

X

X

X


Minimal sizes 05I

Our logos should be always visible.

While our logos can be resized to fit different types of collateral, it’s important that you never scale them down below the recommended sizes.

Minimal sizes

Print Web

25MM 100PX


Do not rotate.Incorrect use

Do not use logo as a pattern without ‘2X’ clear space.*

Do not stretch or condense.

Do not use 3D effects or shadows.Do not use gradients.

Do not use against a photo.

Do not use a different gradient. Do not use other colours.

Incorrect use 06I

*Please refer to page 4 for details on ‘Clear Space’


Documents

TCS Visual Identity Guidelines