Information type: Group Restricted

Company: NTT DATA Corporation

Information owner: Public Relations Department

NTT DATA
Visual & Verbal Identity Guidelines
About the Guidelines

Strengthening the NTT DATA brand is crucial for our business

growth. In order to build a stronger NTT DATA brand, consistency
in image and messaging is very important.
The role of these guidelines is to ensure understanding of the NTT
DATA brand for the employees in charge of communication and
corporate branding activities and for the cooperating companies
that support its production.
Our goal is to create a unified, consistent image across all contact
points for stakeholders around the world.
We ask for your active participation in these efforts.

December, 2011
NTT DATA Corporation
Public Relations Department
Contents
1. Our Brand
NTT DATA Brand Positioning 1-01
Target Image Keywords 1-02

2. Visual Identity Guidelines

2.1. Basic Design System 2.1-01
VI System Tree 2.1-02
Basic Design Elements 2.1-03
Corporate Logotype 2.1-04
Showing the Tagline 2.1-05
Preferred Typefaces 2.1-06
Corporate Names 2.1-07
Combining Corporate Logotype with Corporate Name 2.1-08
Corporate Signature 2.1-09
Examples of Incorrect Application 2.1-10
Showing the Group Descriptor with Partner Logos 2.1-11
2.2. Application Design System 2.2-01
Image Keywords 2.2-02
Image Keywords 2.2-03
Image Graphics 2.2-04
Design Elements 2.2-05
Corporate Color Palette Overview 2.2-06
Color Palette Detail 2.2-07
The Innovation Curve Construction and Color Usage 2.2-08
Design System Continued 2.2-09
The Innovation Curve and Photography 2.2-10
Visual Expression of NTT DATA 2.2-11
Image Photo Compositions/Photographic Techniques 2.2-12
Business Card 2.2-13
Business Card: Foreign Language Application to Reverse Side 2.2-14
Envelopes 2.2-15
Letterhead 2.2-16
Corporate Profile Template 2.2-17
Brochure Template 2.2-18
Leaflet Template 2.2-19
Presentation Template 2.2-20
3. Verbal Identity Guidelines
Purpose of Having Verbal Guidelines 3-01
Voice and Tone 3-02
Voice and Tone: Definition and Details 3-03
Corporate Description: Who We Are 3-04
Corporate Description: One Global Brand 3-05
Our Heritage 3-06
 1
1 Our Brand
1 Our Brand NTT DATA Brand Positioning

Our Way

Our Mission Mission Statement Employee Creed Criteria that

guide our daily
Portrays NTT DATA’s mission and Sets forth policies and action
reason for existence while serving guidelines to which all of
actions with
as a foundation for management. our employee should adhere. regard to ethics,
laws, regulations,
etc.
Pursuing Our Mission Group Vision Values
in a Changing Global
Business
Indicates where Expresses what is most Compliance
NTT DATA aims to be important for the realization
Environment in 10 years. of our Group Vision.
Policy

NTT DATA Brand Our Way relates to the symbols formed to visually representation of NTT DATA directed at
our customers and society as a whole.

Corporate Logotype Corporate Color Visual & Verbal Guideline Template

Human Blue
Information type: Group Restricted
Company: NTT DATA Corporation
Information owner: Public Relations Department

Taro Yamada
Manager
Public Relations Department

NTT DATA Corporation

Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405
Email: xxxxxxxx@nttdata.co.jp
www.nttdata.com

NTT DATA
Visual & Verbal Identity Guidelines

Tagline Innovation Curve Secondary Heading Line 1

Secondary Heading Line 2

Main Title Line 1

Main Title Line 2

NTT DATA Corporation NTT DATA Corporation

NTT DATA Visual and Verbal Identity Guidelines | 1- 01

1 Our Brand Target Image Keywords

Please be aware of the following keywords when transmitting external

communications. The Target Image Keywords have been extracted
from “Our Way”. Please refer to the “Our Way” document for further
details on each keyword.

Keywords for ensuring transparency in Understanding of Clients

external communications

Clients First
Values Long-term Exquisite
Expresses what is most important for Relationships Quality
the realization of our Vision.

Global IT
Group Vision Innovator
Indicates where NTT DATA aims to
be in 10 years. Foresight Teamwork

Leading-edge Creativity
technologies

Speed

NTT DATA Visual and Verbal Identity Guidelines | 1- 02

2 Visual Identity Guidelines

2
Section 2.1
Visual Identity Guidelines:
Basic Design System

NTT DATA Visual and Verbal Identity Guidelines | 2.1- 01

 Visual Identity Guidelines:
2.1 Basic Design System
VI System Tree

The NTT DATA VI Design System consists of the Basic Design The Application Design System prescribes how the design
System and the Application Design System. The Basic Design elements should actually be applied on various design items.
System prescribes the basic design elements of the VI system The VI System Tree shown on this and following pages
and how they should be combined. provides the relationship of the two systems at a glance.

Basic Design System Application Design System

Basic Design Elements Business Card and Letterhead Leaflet Envelopes

Corporate Logotype NTT DATA Corporation

Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405

Main Title Headings

Secondary Heading
Headings
NTT DATA Corporation
Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405

NTT DATA Corporation

Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405

Corporate Color Taro Yamada

Manager
Public Relations Department

NTT DATA Corporation

Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405
Email: xxxxxxxx@nttdata.co.jp
www.nttdata.com

Human Blue

NTT DATA Corporation

Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405
www.nttdata.com

Corporate Names
Brochure and Corporate Profile Presentation Template
NTT DATA Corporation

NTT DATA IT Solutions Corporation Secondary Heading Line 1

Secondary Heading Line 2

Main Title Line 1

Main Title Line 2

NTT DATA Corporation NTT DATA Corporation

NTT DATA Visual and Verbal Identity Guidelines | 2.1- 02

2.1 Visual Identity Guidelines:
Basic Design System
Basic Design Elements

Corporate Logotype The updated NTT DATA logotype is a refined execution of the original logotype
design. The bold design of the custom letterforms conveys the brand’s strong
position in IT. The combination of curved and angular forms creates a unique
balance of technology and humanity.

Corporate Color Human Blue Pantone 279

The NTT DATA Corporate Color Human CMYK 70 / 40 / 0 / 0
RGB 103 / 133 / 193
Blue represents a fusion of innovative
HSB 219° / 48% / 76%
thinking, intelligence and caring.
Hex 6785c1
Munsell Value 7.0 PB 5.6/11.1
DIC 142

Incorrect Usage of the Do not place the human blue logotype

Human Blue Logotype on a background if:
1. The background is a similar blue color
2. the background is a strong
contrasting color

The Colors for Showing Human Blue is the official color of the Corporate Logotypes may be selected
NTT DATA Corporate Logotype. The for use based on visibility determined
the Corporate Logotype black, white, gray or silver NTT DATA by the background color.

Black Logotype White Logotype Gray Logotype: DIC 549 1/2 Silver Logotype: DIC 621

NTT DATA Visual and Verbal Identity Guidelines | 2.1- 03

 Visual Identity Guidelines:
2.1 Basic Design System
Corporate Logotype
Isolation
Minimum Usable Size
The width of the Corporate
Logotype must not be less than
12mm for printed applications
or 100px for web/display.
12mm
The Corporate Logotype
on Backgrounds
Animated Logotype
The diagram represents the minimum surrounding clear space requirements.
The unit “X” is determined by the height of the logotype.
0.5X 0.5X
X X
0.5X 0.5X
When placing the logotype on a Do not place any logotype on a
background, ensure high visibility background that is visually distracting,
of the logotype. creates low contrast with the logo or
otherwise makes the logotype difficult
to read.
The logotype may be placed on
photography if the correct isolation
zone is maintained.
OK
Logo animation is permitted providing that:
1. The logotype animation comes to
a resting/complete state
2. The resting/complete state is maintained
for no less than 2.5 seconds
NTT DATA Visual and Verbal Identity Guidelines | 2.1- 04
2.1 Visual Identity Guidelines:
Basic Design System
Showing the Tagline

The following rules apply for the use of the group vision tagline as a main message in
effectively communicating NTT DATA’s goals and ambitions for the future.
* Tagline: a message displayed as a set with the logo, generally used to convey the
company’s philosophy and vision to the public.

Tagline Lockups There are two possible lockups Minimum Usable Size
with the logo—left-aligned and
right-aligned. The width of the Corporate Logotype
must not be less than 20mm for printed
The examples below demonstrate
applications when co-existing with either
the minimum requirement for clear space
Tagline Lockup.
surrounding the Tagline.
The Tagline should:
20 mm
1. Be treated as a slogan
2. Be set in Helvetica Neue 45 Light
3. Appear only in Black underneath
the Corporate Logotype

Left-Aligned

0.5X 0.5X

0.3X 0.3X

0.5X

0.5X 5X 0.5X

Right-Aligned

0.5X 0.5X

0.3X 0.3X

0.5X

0.5X 5X 0.5X

NTT DATA Visual and Verbal Identity Guidelines | 2.1- 05

 Visual Identity Guidelines:
2.1 Basic Design System
Preferred Typefaces

The following typefaces have been carefully selected for preferred use in all
visual communications because they provide the best visual consistency with
other design elements. Unless otherwise required for advertising or other
purposes, use any of the following typefaces that best suits your application.

For Alphanumerics

Helvetica Neue 45 Light Note: For typographic applications, use the

Helvetica family for alphanumerics. The adjacent
ABCDEFGHIJKLMNOPQRSTUVWXYZ typeface names represent the corresponding
PostScript fonts for desktop publishing.
abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue 55 Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue 65 Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

Arial Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ Arial may be substituted for the above fonts if they

are not available in your Windows or other PC
abcdefghijklmnopqrstuvwxyz 1234567890 operating system.

Arial Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

NTT DATA Visual and Verbal Identity Guidelines | 2.1- 06

 Visual Identity Guidelines:
2.1 Basic Design System
Corporate Names

The NTT DATA Corporate Names are set in Helvetica Neue

65 Medium. When writing the Corporate Names, "NTT DATA"
should always appear in uppercase letters.

NTT DATA Corporation

NTT DATA IT Solutions Corporation

Showing the Corporate Names in Body Text

When you show the Corporate Names in body text on printed
matter, use a typeface that is consistent with the body text
in which it appears. As a general rule, use the abbreviated
form “NTT DATA” to show the corporate name of NTT DATA
Corporation in body text.
To show the Corporate Names of other NTT DATA group
companies, use either official or abbreviated names, such as
NTT DATA IT Solutions Corporation or NTT DATA IT Solutions.
In any kind of text, use NTT DATA in all uppercase letters.

Showing the Corporate Names with English Body Text

NTT DATA has introduced a variety NTT DATA IT Solutions has introduced
of data processing equipment. a variety of data processing equipment.

Or the expression “Corporation” may be added.

NTT DATA Visual and Verbal Identity Guidelines | 2.1- 07

 Visual Identity Guidelines:
2.1 Basic Design System
Combining Corporate Logotype with Corporate Name

In principle, the corporate name is not to be used in
combination with the corporate logotype. If necessary,
however, they may be used together if the following
guidelines are observed.
There are two permissible arrangements, one vertical and
the other horizontal. Each has its own isolation zone. Choose
the best arrangement for the application.
Note that these arrangements may also be applied to group
companies having a name that begins with “NTT Data.”
The size of the name is based on height.

Vertical Arrangement

0.5X 0.5X

Height of “NTT” portion serves

0.5X 0.5X as basis for size of name

0.4X

0.5X 0.5X

Centered

Horizontal Arrangement

0.5X 1.2X 0.5X

0.5X 1.2X 0.5X

Height of “NTT” portion serves

0.9X
as basis for size of name

Application to Group Companies

NTT DATA Visual and Verbal Identity Guidelines | 2.1- 08

2.1 Visual Identity Guidelines:
Basic Design System
Corporate Signature

The NTT DATA GROUP corporate signature is composed of The size relationships shown below are given as a guide
the Corporate Logotype and address information, including for the layout of information if the company is NTT DATA
the office’s location and telephone number. The corporate Corporation. Choose any of the two layouts according
signature is available in two types: to your applications.
1. Top-aligned: right-sided Please refer to the Showing the Tagline page of this
2. Bottom left-aligned document for details on the Tagline Lockup.

Note: In all variations of the Corporate Top-aligned: right-sided

Signature, the Corporate Name "NTT 0.5X 0.5X

DATA Corporation" should be 0.5 x the X X

height of the logo. NTT DATA Corporation
0.5X 0.5X
Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405

Top-aligned: right-sided
with Tagline Lockup 0.5X 0.5X

X X NTT DATA Corporation

NTT DATA Corporation 0.3X 0.3X
Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405
0.5X Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405

Bottom-left-aligned
0.5X 0.5X

0.5X 0.5X

X
NTT DATA Corporation
Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405 NTT DATA Corporation
Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405

Bottom-left-aligned
with Tagline Lockup 0.5X 0.5X

X
0.3X 0.3X

0.5X

NTT DATA Corporation

Toyosu Center Bldg., 3-3, Toyosu 3-chome, X
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405

NTT DATA Corporation

Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405

NTT DATA Visual and Verbal Identity Guidelines | 2.1- 09

 Visual Identity Guidelines:
2.1 Basic Design System
Examples of Incorrect Application (of Corporate Logotype and Corporate Name)

The Corporate Logotype is the core of the NTT DATA VI To reproduce the Corporate Logotype, use the reproduction
Design System and is the most important design element for proofs as a general rule.
creating a consistent visual image of the NTT DATA group.
Incorrect application as shown below must be avoided.

Do not use a typeface to indicate the Do not thin down the logotype. Do not thicken the logotype.
Corporate Logotype.

NTT DaTa

Do not flatten the logotype. Do not elongate the logotype. Do not incline the logotype.

Do not show the logotype on Do not change the letter spacing. Do not use the Corporate Name as
multiple lines. part of the Corporate Logotype.

Group

Do not use the logotype in body text. Do not vertically typeset the logotype.

group
has introduced a variety of
data processing equipment.

NTT DATA Visual and Verbal Identity Guidelines | 2.1- 10

 Visual Identity Guidelines:
2.1 Basic Design System
Showing the Group Descriptor with Partner Logos

When locking up a logo/logotype other than the NTT DATA
Corporate Logotype always use the Group Descriptor
"an NTT DATA Company."
The Group Descriptor application must:
1. Be exactly 75% of the width of the original logo/logotype
2. Be centered with and set beneath the original logo/logotype
3. Be set in Helvetica Neue 45 Light
4. Be placed at a distance beneath the original logo/logotype
that is equal to the height of the "o" in "Company"
5. Be one color that is chosen from the original logo/logotype

Group Descriptor Application Example

100% (width)

Original logo/logotype

centered
Group Descriptor

75% (width)

NTT DATA Visual and Verbal Identity Guidelines | 2.1- 11

Section 2.2
Visual Identity Guidelines:
Application Design System

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 01

2.2 Visual Identity Guidelines:
Application Design System
Image Keywords

The Image Keywords serve as an index to

represent NTT DATA’s image.

Understanding of Clients

Clients First
Smart
Long-term Exquisite
Relationships Quality

Global IT
Innovator Delightful
Foresight Teamwork

Leading-edge
technologies
Creativity
Dynamic

Speed

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 02

2.2 Visual Identity Guidelines:
Application Design System
Image Keywords

Smart Intelligent, Highly Skilled,

Sophisticated
Suggests that NTT DATA is logical and intelligent, evoking a feeling of quality and
refinement as an entity supporting IT that is indispensable to society.

Delightful Enjoyable, Happy, Pleasing Suggests that NTT DATA is looked upon as a partner that responds to everyone with
a positive, cheerful, and collegial attitude at all times.

Dynamic Powerful, Active, Energetic Suggests that NTT DATA is able to take action quickly and consistently to pursue new
challenges and drive solutions.

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 03

 Visual Identity Guidelines:
2.2 Application Design System
Image Graphics

The NTT DATA visual system reflects the brand’s passionate This combination of design elements, with a vibrant color
pursuit of IT solutions. The technical structure of the grid palette, creates a unique visual language that personifies NTT
represents precision, and is made more human by the DATA’s innovative spirit.
"Innovation Curve," derived from the logotype.

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 04

2.2 Visual Identity Guidelines:
Application Design System
Basic Design Elements
Corporate Logotype
Corporate Logotype with Tagline Lockup
Typography
Helvetica Neue 45 Light
Helvetica Neue 55 Roman
Helvetica Neue 65 Medium
Design Elements
This page presents the fundamental design elements of The NTT DATA Corporate Logotype should always appear
the NTT DATA visual system. whenever designing applications.
Follow section 2.1 of these guidelines for the correct
application of the Corporate Logotype, Typography and the
Tagline.
Graphic Elements
Color Palette
Square Grids and Innovation Curves NTT DATA's key graphic elements are composed of square
patterns on the grid. The Innovation Curve is made by
overlaying the curve design on to the Square Grid.
Full Spectrum Grid Tonal Human Blue Grid Full Spectrum Tonal Human Blue
Innovation Curve Innovation Curve
Full Spectrum Color Bar Tonal Human Blue Color Bar
NTT DATA Visual and Verbal Identity Guidelines | 2.2- 05
 Visual Identity Guidelines:
2.2 Application Design System
Corporate Color Palette Overview

Corporate Color Human Blue

The NTT DATA Corporate

Color Human Blue
represents a fusion
of innovative thinking,
intelligence and caring.

Image Colors Four Image Colors are designated to give impressive expression to the corporate
NTT DATA worldview. These colors are chosen to impart a sharp, vividly colored,
powerful impression and for their ability to express the worldview, even when used
singly. Each color has a target image keyword closely associated with it. Please
refer to the keywords when selecting a color.

Smart Smart Blue Smart Navy

Intelligent
Highly Skilled
Sophisticated
Two sharp colors in the
blue group that suggest
quality and refinement.

Delightful Delightful Yellow Dynamic Dynamic Red

Enjoyable Powerful
Happy Active
Pleasing Energetic
A vivid color in the A strong color in the red
yellow group that gives group that expresses an
a pleasurable and ability to take action and
delightful impression. a dynamic character.

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 06

 Visual Identity Guidelines:
2.2 Application Design System
Color Palette Detail

The NTT DATA color palette comprises the NTT DATA a consistent color expression based on the color palette will
corporate color, Human Blue, the image colors, and black help to establish a unique style.
as a supportive color for use in an auxilliary capacity.
Please select colors from the color palette preferentially since

Corporate Color Supportive Color Image Colors

Human Blue Black Smart Blue Smart Navy Delightful Yellow Dynamic Red
Screen Tint Value 100% Screen Tint Value 100% Screen Tint Value 100% Screen Tint Value 100% Screen Tint Value 100% Screen Tint Value 100%

Pantone 279 Pantone Pantone 640C Pantone 2766C Pantone 124C Pantone 180C
CMYK 70 / 40 / 0 / 0 CMYK 0 / 0 / 0 / 100 CMYK 100 / 0 / 0 / 30 CMYK 100 / 75 / 0 / 75 CMYK 0 / 35 / 100 / 5 CMYK 0 / 90 / 90 / 15
RGB 103 / 133 / 193 RGB 0/0/0 RGB 0 / 128 / 177 RGB 15 / 28 / 80 RGB 230 / 182 / 0 RGB 188 / 67 / 40
HSB 219° / 48% / 76% HSB 0° / 0% / 0% HSB 197° / 100% / 69% HSB 228° / 81% / 31% HSB 47° / 100% / 90% HSB 11° / 79% / 74%
Hex 6785c1 Hex 000000 Hex 0080b1 Hex 0f1c50 Hex e6b600 Hex bc4328
Munsell Value 7.0 PB 5.6/11.1
DIC 142

Screen Tint Value 80% Screen Tint Value 80% Screen Tint Value 80% Screen Tint Value 80% Screen Tint Value 80% Screen Tint Value 80%

Screen Tint Value 60% Screen Tint Value 60% Screen Tint Value 60% Screen Tint Value 60% Screen Tint Value 60% Screen Tint Value 60%

Screen Tint Value 40% Screen Tint Value 40% Screen Tint Value 40% Screen Tint Value 40% Screen Tint Value 40% Screen Tint Value 40%

Screen Tint Value 20% Screen Tint Value 20% Screen Tint Value 20% Screen Tint Value 20% Screen Tint Value 20% Screen Tint Value 20%

Image Color Shades

Smart Blue + 20% K Smart Navy + 15% K Delightful Yellow + 10% K Dynamic Red + 20% K
CMYK 100 / 0 / 0 / 50 CMYK 100 / 75 / 0 / 90 CMYK 0 / 35 / 100 / 15 CMYK 0 / 90 / 90 / 35

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 07

 Visual Identity Guidelines:
2.2 Application Design System
The Innovation Curve Construction and Color Usage

There are five configurations of the Innovation Curve graphic
element. The vector assets are provided. Only the colors of
the Innovation Curve may change; do not alter the design.
When altering the colors of the innovation Curve:
1. Only NTT DATA Colors may be used (see [2.2-07])
2. Human Blue should be the primary color and a ratio of 75%
cool to 25% warm is recommended when applying the
full spectrum of colors.

4-Square 4-Square 9-Square 9-Square 9-Square

basic curve macro curve reflected curve basic curve alternative curve

The examples at right demonstrate

acceptable tonal and full spectrum color
combinations of each curve configuration.

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 08

 Visual Identity Guidelines:
2.2 Application Design System
Design System Continued

The examples on this page demonstrate possible variations

of the NTT DATA visual system.

Continuation of grid squares Double bands

Examples of Incorrect Application

Use of any color not on the color palette Combination with any design having
a curve other than the innovation curve

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 09

 Visual Identity Guidelines:
2.2 Application Design System
The Innovation Curve and Photography

The examples on this page demonstrate possible usage of

the Innovation Curve when combined with photography.

No transparency “Background” transparency

One-column transparency: 4-square

Full transparency

One-column transparency: 9-square

Outline indicates transparent sections.

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 10

 Visual Identity Guidelines:
2.2 Application Design System
Visual Expression of NTT DATA

This section describes the types of visual expression
that communicate the NTT DATA worldview accurately
to stakeholders.
When using image photos, try to generate an appropriate
expression, referring to the target image keywords for
guidance in determining the nature of the subject, graphic
composition, and color tones.
Image photos suitable for expressing the NTT DATA
worldview are available in the Photo Archive.
After checking the information presented in the following
pages, make free use of image photos accessed through
the intranet.

NTT DATA Visual Selection Process

1.
First select a category
from one of three motifs:
"people, "scenes" People Scenes Objects
or "objects."

2.
Next, select specific visuals Smart Delightful Dynamic
that are positioned along
the axes of the target Intelligent Enjoyable Powerful
image keywords, "Smart," Highly Skilled Happy Active
"Delightful" and "Dynamic." Sophisticated Pleasing Energetic
* Be sure to incorporate two
or more elements of the Conveys a feeling of trust Conveys a positive impression Conveys a sense of scale and
three keywords. and reliability as well as an of cheerfulness, warmth, the dynamic character of a
impression of refined high vibrancy, affluence, enjoyment Group that is globally active.
quality, which are important and delight.
attributes in business.

Dynamic & Smart Smart & Delightful Delightful & Dynamic

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 11

 Visual Identity Guidelines:
2.2 Application Design System
Image Photo Compositions/Photographic Techniques

Keep the compositions and photographic techniques image photos, and ensure that your visual expressions
exemplified on this page in mind when selecting or shooting are consistent with the target image keywords, “Smart,”
“Delightful” and “Dynamic.”

Low angle Close-up

Produces a majestic Adds impact by closely
image and sense approaching the subject.
of scale.

High angle Slow shutter

Suggests an elevated Creates a dynamic,
corporate perspective. realistic sensation
through blurring.

Selective focus Lighting (spot-light,

Combines texture natural light, etc.)
with a sense of depth. Produces an image of
light and brightness.

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 12

2.2 Visual Identity Guidelines:
Application Design System
Business Card

Dimensions shown are 91 mm x 55 mm (Japanese), and *specifications shown in mm

are intended for example only. Other format dimensions
are permissible.

Front
Typefaces
5 29.5 5
Holder name: Helvetica Neue 55 Roman 11/13 pt;
Department/Position: Helvetica Neue 45 Light 7/7.5 pt; 4
Corporate Name: Helvetica Neue 65 Medium 10/12 pt;
Address, Tel/Fax, Email, Url: Helvetica Neue 45 Light;
7/7.5 pt; Numerals: Helvetica Neue 45 Light 6.5/7.5 pt
* Department/Position may be up to 4
Taro Yamada lines. If more lines than shown left are
Colors 1.5
Manager necessary, typographic blocks shift up,
Public Relations Department
Corporate Logo: Human Blue 4
keeping bottom alignment as shown.

Tagline: Black 100% 1.5

NTT DATA Corporation
Other elements: Black 100% Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan * Address block may be up to 7 lines.
Paper color: White Tel: +81 3 5546 8051 Fax: +81 3 5546 2405
Email: xxxxxxxx@nttdata.co.jp
www.nttdata.com
Notes: If the specified typefaces are not available, 5

use the nearest possible typeface, such as Arial.

Back
Typefaces
80%
Tagline: Helvetica Neue 45 Light 18 pt 80%

Colors 40% 60%

Human Blue: Pantone 279 (screen tints specified at right)
100%
Note: The Tagline, "Global IT Innovator" is
knocked-out to white (paper color).
80%

21 60%
100%

11.5

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 13

2.2 Visual Identity Guidelines:
Application Design System
Business Card: Foreign Language Application to Reverse Side

The following may be used as an example when applying Dimensions shown are 91 mm x 55 mm (Japanese), and
a foreign language to the reverse side of a business card. are intended for example only. Other format dimensions
are permissible. *specifications shown in mm

Front
Typefaces
5 29.5 5
Holder name: Helvetica Neue 55 Roman 11/13 pt;
Department/Position: Helvetica Neue 45 Light 7/7.5 pt; 4
Corporate Name: Helvetica Neue 65 Medium 10/12 pt;
Address, Tel/Fax, Email, Url: Helvetica Neue 45 Light;
7/7.5 pt; Numerals: Helvetica Neue 45 Light 6.5/7.5 pt
* Department/Position may be up to 4
Taro Yamada lines. If more lines than shown left are
Colors 1.5
Manager necessary, typographic blocks shift up,
Public Relations Department
Corporate Logo: Human Blue 4
keeping bottom alignment as shown.

Tagline: Black 100% 1.5

NTT DATA Corporation
Other elements: Black 100% Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan * Address block may be up to 7 lines.
Paper color: White Tel: +81 3 5546 8051 Fax: +81 3 5546 2405
Email: xxxxxxxx@nttdata.co.jp
www.nttdata.com
Notes: If the specified typefaces are not available, 5

use the nearest possible typeface, such as Arial.

Back
Information in Japanese or some other foreign language
on the back is to arranged in the same general manner
as the English on the front. ○○○事業本部
○○○ビジネスユニット
○○○担当
Typefaces
Department/Position: Hiragino Kaku Gothic Pro W3 7/8pt; 山 田 太 郎
Holder name: Hiragino Kaku Gothic Pro W3 14pt;
Corporate Name: ShinGo R 8.5pt (English: Helvetica Neue 株式会社NTTデータ
55 Roman 10.2 pt); 〒135-6033 東京都江東区豊洲3-3-3豊洲センタービル
IP電話［直通］: 050-5547-0633
Address, Tel/Fax, Email, Url: Hiragino Kaku Gothic Pro W3 IP電話: 050-5546-8051 Fax: 03-5546-2405
Email: yamadat@nttdata.co.jp
6.5/7.5pt www.nttdata.com/jp/

Colors
Corporate Logo: Human Blue
Tagline: Black 100%
Other elements: Black 100%
Paper color: White

Notes: If the specified typeface is not available,

use a similar typeface.

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 14

 Visual Identity Guidelines:
2.2 Application Design System
Envelopes

A common envelope (No. 10) is shown below and is intended For detailed specifications of the Corporate Signature,
as an example only. When applying the Corporate Signature please refer to the Corporate Signature section of this
to other sizes of envelopes please choose the appropriate guidelines document.
version of the Corporate Signature and follow the same *Envelope dimensions shown: 241.3 mm x 104.775 mm
guideline for alignment to the top and left sides of the format.

No. 10 Envelope using the Bottom-left-aligned *specifications shown in mm

Corporate Signature

10

NTT DATA Corporation NTT DATA Corporation

Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Toyosu Center Bldg., 3-3, Toyosu 3-chome, Tel: +81 3 5546 8051 Fax: +81 3 5546 2405
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405

No. 10 Envelope using the Top-aligned:

right-sided Corporate Signature

NTT DATA Corporation

Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405
10
NTT DATA Corporation
Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405

8
NTT DATA Visual and Verbal Identity Guidelines | 2.2- 15
2.2 Visual Identity Guidelines:
Application Design System
Letterhead

Dimensions shown are 210 mm x 297 mm (A4) *specifications shown in mm

and are intended for example only. Other format
dimensions are permissible.

10 10
Typefaces
8
Corporate Name: Helvetica Neue 65 Medium 10/12 pt; 18
Address, Tel/Fax: Helvetica Neue 45 Light 7/7.5 pt; NTT DATA Corporation
1.5
Numerals: Helvetica Neue 45 Light 6.5/7.5 pt Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405
35.6

Colors
Corporate Logo: Human Blue
Tagline: Black 100%
Other elements: Black 100%
Paper color: White

Notes: If the specified typefaces are not available,

use the nearest possible typeface, such as Arial.

Logo Size on A4 Paper

When the logotype is used on any A4 format, the
dimensions should be 35.6 mm in width, as shown below.
When the paper size is not A4, adjust the size
accordingly.

35.6 mm
2.5
8

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 16

 Visual Identity Guidelines:
2.2 Application Design System
Corporate Profile Template

This page presents template formats for use in producing Dimensions shown are 420 mm x 297 mm (flat: A3)
corporate profiles for NTT DATA Corporation and the and 210 mm x 297 mm (folded: A4), and are intended
Group companies that include “NTT DATA” as part of their for example only. Other format dimensions are permissible.
corporate names. *specifications shown in mm

20 10 40 20

Typefaces
Title: Helvetica Neue 65 Medium 18/20 pt; 24

Corporate Name: Helvetica Neue 65 Medium 10/12 pt;

Address, Tel/Fax, Url: Helvetica Neue 45 Light 7/7.5 pt;
Numerals: Helvetica Neue 45 Light 6.5/7.5 pt 80

104

84

NTT DATA Corporation

Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405
www.nttdata.com

40

NTT DATA Corporation

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 17

 Visual Identity Guidelines:
2.2 Application Design System
Brochure Template

This page presents template formats for use in producing Dimensions shown are 420 mm x 297 mm (flat: A3)
brochures for NTT DATA Corporation and the Group and 210 mm x 297 mm (folded: A4), and are intended
companies that include “NTT DATA” as part of their for example only. Other format dimensions are permissible.
corporate names. *specifications shown in mm

20 42 42 40 20

Typefaces
Main Title: Helvetica Neue 55 Roman 18/20 pt; 24
Secondary Heading: Helvetica Neue 65 Medium 18/20 pt;
Corporate Name: Helvetica Neue 65 Medium 10/12 pt; 67
Address, Tel/Fax, Url: Helvetica Neue 45 Light 7/7.5 pt;
Numerals: Helvetica Neue 45 Light 6.5/7.5 pt
104

Secondary Heading Line 1

146
Secondary Heading Line 2

84

42

42 Main Title Line 1

Main Title Line 2

NTT DATA Corporation

Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405
42
www.nttdata.com

40

NTT DATA Corporation

10

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 18

 Visual Identity Guidelines:
2.2 Application Design System
Leaflet Template

This page presents template formats for use in producing Dimensions shown are 210 mm x 297 mm (A4)
leaflets for NTT DATA Corporation and the Group companies and are intended for example only. Other format
that include “NTT DATA” as part of their corporate names. dimensions are permissible.
*specifications shown in mm

20.5 18 18 35.6 10
10

Typefaces 8
18
Main Title: Helvetica Neue 65 Medium 28/32 pt;
36 9 9 36
Secondary Heading: Helvetica Neue 55 Roman 18/20 pt;
Headings: Helvetica Neue 55 Roman 12/14 pt;
Corporate Name: Helvetica Neue 65 Medium 10/12 pt;
Headings
4.5
Main Title
4.5
9
Address, Tel/Fax, Url: Helvetica Neue 45 Light 7/7.5 pt; Secondary Heading
14
Numerals: Helvetica Neue 45 Light 6.5/7.5 pt Headings

NTT DATA Corporation

1.5 Toyosu Center Bldg., 3-3, Toyosu 3-chome,
Koto-ku, Tokyo 135-6033, Japan
Tel: +81 3 5546 8051 Fax: +81 3 5546 2405
25 www.nttdata.com

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 19

 Visual Identity Guidelines:
2.2 Application Design System
Presentation Template

This page presents template formats for presentation materials.

Top Page Without Picture Top Page Index

Middle Title Page Middle Page Last Page

NTT DATA Visual and Verbal Identity Guidelines | 2.2- 20

3 Verbal Identity Guidelines

3
3 Verbal Identity Guidelines Purpose of Having Verbal Guidelines

Messaging provides the key narrative about a company and

its products to its internal and external audiences. Simple
presentation of a clear offer using distinctive language helps the
audience understand more about the brand and makes it more
relevant to them.
These verbal guidelines are applied to branded communications
such as client success stories, website headings, and other
communications where an emotive voice is essential.
It does not have to apply to functional communications such as
press releases, legal language, or corporate descriptions.

NTT DATA Visual and Verbal Identity Guidelines | 3- 01

3 Verbal Identity Guidelines Voice and Tone

Voice and tone is how we speak to ourselves and our customers in

corporate communications.
There are three key words.

Understanding of Clients

Long-term
Clients First
Exquisite
Human
Relationships Quality

Global IT
Innovator Simple
Foresight Teamwork

Leading-edge
technologies
Creativity
Smart
Speed

NTT DATA Visual and Verbal Identity Guidelines | 3- 02

 3 Verbal Identity Guidelines
Human
We work with people to create social
value. Thus, we should speak as real
people who care about other people’s
dreams and aspirations.
. Speak in a ‘we’ and ‘you’ voice (not ‘the
company’ and ‘its customers’)
. Speak to the audience’s point of view
(‘benefit’ perspective,
not ‘feature’ perspective)
. Use natural language (use industry terms
only when required for absolute clarity)
Voice and Tone: Definition and Details
Simple
IT is a complex, technical field with ever-
changing terms and technology. That’s why
we should speak in simple terms and be as
easy to understand as possible.
. Use direct, active voice sentences
. Convey a single clear idea
. Avoid complex, lengthy phrases
. Make the point in short phrases
Smart
We should speak intelligently to
evoke a sense of precision and quality.
. Present ideas clearly and directly
(don’t overexplain or repeat points)
. Combine natural language (simple, short
sentences) with educated terms, always
careful to avoid too much jargon
. Thoroughly proof all copy for errors in
grammar, word choice, and usage
NTT DATA Visual and Verbal Identity Guidelines | 3- 03
3 Verbal Identity Guidelines
Who We Are (<50 words)
NTT DATA is your Global IT Innovator anywhere
around the world. Headquartered in Tokyo, with
business operations in more than 35 countries,
we put emphasis on long-term commitment and
combine global reach and local intimacy to provide
premier professional services from consulting,
system development to business IT outsourcing.
Corporate Description: Who We Are
Text that describes the company for PR and informational
purposes. Text can be chosen based on length and amount
of information needed.
Who We Are (<100 words)
NTT DATA is your Global IT Innovator anywhere
around the world. Headquartered in Tokyo, with
business operations in more than 35 countries,
we put emphasis on long-term commitment and
combine global reach and local intimacy to provide
premier professional services from consulting,
system development to business IT outsourcing.
We share the aspiration of our customers to realize
innovation. With foresight into future needs and
deep understanding of our customers, we envision
new businesses and services as well as solutions
to support them. We share with our customers the
dreams to achieve greater prosperity of business
and society.
Who We Are (<150 words)
NTT DATA is your Global IT Innovator anywhere
around the world. Headquartered in Tokyo, with
business operations in more than 35 countries,
we put emphasis on long-term commitment and
combine global reach and local intimacy to provide
premier professional services from consulting,
system development to business IT outsourcing.
We share the aspiration of our customers to realize
innovation. With foresight into future needs and
deep understanding of our customers, we envision
new businesses and services as well as solutions
to support them. We share with our customers the
dreams to achieve greater prosperity of business
and society.
We work in teams and foster close, collaborative
relationships with our customers. We challenge
ourselves to perform at our best in everything
we do. Our customers can rely on us to be
responsible, reliable, and committed to meet their
needs. We promise each relationship to be a long-
term partnership.
NTT DATA Visual and Verbal Identity Guidelines | 3- 04
3 Verbal Identity Guidelines Corporate Description: One Global Brand

One “NTT DATA” Globally (<120 words)

NTT DATA is your Global IT Innovator anywhere around the world, with business
operation in more than 35 countries. In order to address increasing and urgent
customer needs to accelerate the pace of globalizing their business, we now
move forward to offer our service under one “NTT DATA” global brand.

Our promise is to provide seamless services to customers with premier quality

and long-term commitment around the world. To achieve this, we share our
resources, knowledge, and mindsets within our group companies. As of (Month
20XX), (affiliate) will change its corporate brand to NTT DATA. With this change,
(affiliate) will continue to serve its existing customers with the unchanged
commitments, while strengthening offerings and capabilities at global level.

NTT DATA Visual and Verbal Identity Guidelines | 3- 05

3 Verbal Identity Guidelines Our Heritage
Our Heritage (<80 words)
Since 1967, NTT DATA has played an instrumental
role in establishing and advancing IT infrastructure.
Originally part of Nippon Telegraph and Telephone
Public Corporation, its heritage contributed to
social benefits with a quality-first mindset. A public
company since 1995, the company builds on this
proven track record of innovation by providing novel
IT solutions to customers in over 35 countries. We
foster long-term collaboration that results in greater
quality of life for people, communities and societies
around the world.
Our Heritage (<140 words)
Since 1967, NTT DATA has played an instrumental
role in establishing and advancing Japanese IT
infrastructure, in particular large-scale and mission
critical IT systems. Originally Data Communication
Headquarter of Nippon Telegraph and Telephone
Public Corporation, its heritage contributed to
social benefits with a quality-first mindset. Having
spun-off from NTT in 1988 and going public in
1995, the company maintained a hybrid culture of
long-term commitment and challenge to innovation
in order to contribute to the progression of
business and society.
Today we build on this proven track record of
innovation by providing novel IT solutions to
customers in over 35 countries, all under the NTT
DATA brand. We foster long-term collaboration
that results in greater quality of life for people,
communities and societies around the world.
NTT DATA Visual and Verbal Identity Guidelines | 3- 06
Production: NTT DATA Corporation Public Relations Department
Update information: Ver. 1.1 E (March 2012)
Ver. 1.2E (August 2013)
Ver. 1.1E revisions

Location Description

Cover We add an information classification box.

1-01 to -09 We revise the text in several locations to accord with the terminology/usage of the Brand Book.

2.1-05 We add a set of rules for the Brand Message.

2.1-08 We add a page of rules for combining a Corporate Logotype with a Corporate Name.

2.2-09 We add two examples of incorrect application.

2.2-13 We originally had the dimensions of the Business Card at 92mm × 55mm.
We change that to 91mm × 55mm and revise the positioning of the Brand Message accordingly.

The Corporate Name typeface was mistakenly specified as “Helvetica Neue 55 Roman.”
We correct that to “Helvetica Neue 65 Medium.”

2.2-14 We add a set of rules for use of the back (reverse side).

2.2-16 The Corporate Name typeface was mistakenly specified as “Helvetica Neue 55 Roman.”
We correct that to “Helvetica Neue 65 Medium.”

We delete a “5.15mm” logo height specification because it is not in strict proportion with the 35.6mm width
specification, which alone is sufficient. We also eliminate an explanation of logo size.

2.2-17 The Corporate Name typeface was mistakenly specified as “Helvetica Neue 55 Roman.”
We correct that to “Helvetica Neue 65 Medium.”

2.2-18 The Corporate Name typeface was mistakenly specified as “Helvetica Neue 55 Roman.”
We correct that to “Helvetica Neue 65 Medium.”

Upon actual measurement, we specify the distance from the top of the page to the top of Secondary
Heading Line 1 to be 67mm.

2.2-19 The Corporate Name typeface was mistakenly specified as “Helvetica Neue 55 Roman.”
We correct that to “Helvetica Neue 65 Medium.”

We delete a “5.15mm” logo height specification because it is not in strict proportion with the 35.6mm width
specification, which alone is sufficient.

Upon actual measurement, we specify the distance from the bottom of the Main Title to the top of the
Secondary Heading to be 9mm.

Final page We add a Revision History.

Ver. 1.2 E revisions

Location Description

1-01 to -02 With the changed in NTT DATA’s Branding, the Introduction, Brand Promise, Brand Message,
Value Proposition model model (3D Value Cycle), Brand Core, Brand Attributes and Brand Benefits
have now been deleted.

1-01 With the changes in NTT DATA’s Branding,

“The Structure of the NTT DATA Brand” will be changed to “NTT DATA Brand Positioning”.

1-02 With the changes in NTT DATA’s Branding,

“Brand Identity” will be changed to “Target Image Keywords”.

2.1-03 The Corporate Color Codes have been attached as an appendix.

2.1-05 With the changes in NTT DATA’s Branding, “Brand Message” will be changed to “Tagline”.
2.1-09
2.2-05
2.2-13
2.2-14
2.2-16

2.2-02 With the changes in NTT DATA’s Branding,

“Three Target Image Keywords” will be changed to “Image Keyword”.
Within the image, the text “Brand Identity” will be replaced with “Target Image Keyword”.

2.2-03 With the changes in NTT DATA’s Branding,

“Three Target Image Keywords” will be changed to “Image Keyword”.

2.2-14 With the changes in NTT DATA’s Branding,

the logo on the Japanese Business Cards will be changed to show the global tagline “Global IT Innovator”.

3-01 With the changes in NTT DATA’s Branding,

some of the wording has been amended – The word “brand” has been deleted from this section.

3-02 With the changes in NTT DATA’s Branding,

“Our Brand voice and tone” will be changed to “Voice and Tone”.
Within the image, the text “Brand Identity” will be replaced with “Target Image Keyword”.

3-03 With the changes in NTT DATA’s Branding, some of the wording has been amended.
Sentence “As an Innovation Partner… cutting-edge solutions” has now been deleted.

3-04 With the changes in NTT DATA’s Branding, some of the wording has been amended.
3-05 The term “Innovation Partner” has been replaced with “Global IT Innovator”.