Client logos should not be used on title page unless it is required by

client to maintain brand continuity.

To add a color block or a photograph here, select from alternate title pages in “A.T. Kearney Library”
tab.
If a client logo is used, position centered to this box, left aligned at guide 0.27” (0,68 cm).

April 2013
 Color and imagery

A.T. Kearney color hierarchy for PowerPoint1

Printing from a PDF on many printers will give better print quality
A.T. Kearney 155 119 54 133 252 173
color hierarchy 23 130 64 130 162 171
for charts: 23 66 134 116 72 161

Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6

Additional 239 205

colors 238 215
for charts: 236 115

Segment 7 Segment 8

A.T. Kearney 133 173 239

color hierarchy 130 171 238
for shapes – 116 161 236
additionally colors from
Text and Header-box Shape basic
color palette above are table-header stand-alone
also possible: first level & second level
& lines

Hyperlinks: 54 163
64 170
134 218

Hyperlink Followed
Hyperlink

1. For guidance with colors in non-PowerPoint applications, please contact brand@atkearney.com A.T. Kearney xx/00000/Unique Identifier 2
This document is exclusively intended for selected client employees. Distribution, quotations
and duplications – even in the form of extracts – for third parties is only permitted upon prior
written consent of A.T. Kearney.
A.T. Kearney used the text and charts compiled in this report in a presentation; they do not
represent a complete documentation of the presentation.

A.T. Kearney xx/00000/Unique Identifier 3

Example page for table of contents

Example

■ Dividers
■ Text
■ Tables
■ Organizational and Gantt charts
■ Processes
■ Charts
■ think-cell
■ Maps

A.T. Kearney xx/00000/Unique Identifier 4

Divider page text
• Highlighted subsections if needed
• Enter subsections as bullets

A.T. Kearney xx/00000/Unique Identifier 5

 Text slide

Headline 24 point Arial regular, sentence case1 in two lines if

necessary (“reset layout” to guarantee position)
Bullets and line spacing for text boxes as follows Example Flag

Paragraph:
■Spacing before: 14-pt; line spacing – multiple at 0.9
• Spacing before: 9-pt; line spacing – multiple at 0.9
– Spacing before: 6-pt; line spacing – multiple at 0.9
- Spacing before: 2-pt; line spacing – multiple at 0.9
- Spacing before: 1-pt; line spacing – multiple at 0.9

Bullet and hanging indent on bullet text pages:

■Arial Black Square: 25A0 Unicode (hex) – Hanging indent is 0.2” (0,5 cm)
• Arial Bullet: 2022 Unicode (hex) – Hanging indent is 0.14” (0,36 cm)
– Arial En Dash: 2013 Unicode (hex) – Hanging indent is 0.2” (0,5 cm)
- Arial Hyphen-Minus: 002D Unicode (hex) – Hanging indent is 0.15” (0,38 cm)
- Arial Hyphen-Minus: 002D Unicode (hex) – Hanging indent is 0.15” (0,38 cm)

1. Note numbering standard is superscript without parenthesis in text and followed by dot in note section A.T. Kearney xx/00000/Unique Identifier 6
 Comparative boxes

Three comparative boxes made of shapes

Grey headers or text boxes are not necessary

Title Title Title
• First point • First point • First point
• Second point • Second point • Second point
– Subpoint A – Subpoint A – Subpoint A
– Subpoint B – Subpoint B – Subpoint B
- Subpoint 1 - Subpoint 1 - Subpoint 1
• First point • First point • First point
• Second point • Second point • Second point
– Subpoint A – Subpoint A – Subpoint A
– Subpoint B – Subpoint B – Subpoint B
- Subpoint 1 - Subpoint 1 - Subpoint 1

Arrows preferred color is garnet. Alternative second grey can be used if page
already has large amount of garnet fill elsewhere

Source: Any data presented in text or chart format should have a source identified; notes and sources are 8 point Arial, regular text A.T. Kearney xx/00000/Unique Identifier 7
 Table

Column heads are dark grey with white text

Gap between table columns is white border-line 4½ point PPT table tool

Top border first

Category Column heading1 Column heading Column heading
row is white
First column • Internal margin • Text is left, top • Hanging indents • Use macro
has no border – left/right aligned –are adjusted pro- “A.T. Kearney
and internal left 0.08” (0,2 cm) portionate to font size Format”/ “Bullet”
border is 0” – top/bottom to set correct
– differ depending on hanging indent
0.04” (0,1cm) bullet character
–depending on bullet
character amount of
space differs

Row borders • First point • First point • First point • First point
are ¼ point, • Second point • Second point • Second point • Second point
second grey
Internal margin • First point • First point • First point • First point
is 0.04” (0,1 cm) • Second point • Second point • Second point • Second point
for top and
– Subpoint A – Subpoint A – Subpoint A – Subpoint A
bottom
– Subpoint B – Subpoint B – Subpoint B – Subpoint B

1. Height of grey column heading with two lines is 0.55” (1.4 cm); Height of grey column head with one line is 0.39” (0,99 cm)
Source: Any data presented in text or chart format should have a source identified; notes and sources are 8 point Arial, regular text A.T. Kearney xx/00000/Unique Identifier 8
 Table

Column heads are with bold text left, middle aligned

Rows with like data should be sized equally PPT table tool

Company Type Height of column heading with one line is 0.39” (0,99cm) 1
• Select “A.T. Kearney Format”/”Bullet” macro and insert the bullet you need
Company A2 • Text text
• “Bullet” macro sets correct bullet with indent respective to font size
• Description to company
Company B • Text text
• Description to company
• Description to company
Company C • Text text
• Description to company
• Description to company
Company D • Text text
• Description to company
• Description to company
Company E • Text text
• Description to company
• Description to company
Company F • Text text
• Description to company
• Description to company
Company G • Text text
• Description to company
• Description to company
Company H • Text text
• Description to company
1. Height of grey column heading with two lines is 0.55” (1.4 cm); Height of grey column head with one line is 0.39” (0,99 cm)
2. See table toolbar for column resizing tools
Source: Any data presented in text or chart format should have a source identified; notes and sources are 8 point Arial, regular text A.T. Kearney xx/00000/Unique Identifier 9
 Organizational

Basic organizational chart

Connectors are 0.5 (½) point, second grey Shapes

Position Title1
Person’s Name

Position Title2 Position Title3 Position Title Position Title Position Title
Person’s Name Person’s Name Person’s Name Person’s Name Person’s Name
• Major • Major • Major • Major • Major
responsibility responsibility responsibility responsibility responsibility
• Major • Major • Major • Major • Major
responsibility responsibility responsibility responsibility responsibility
• Major • Major • Major • Major • Major
responsibility responsibility responsibility responsibility responsibility
• Major • Major • Major • Major • Major
responsibility responsibility responsibility responsibility responsibility
• Major • Major • Major • Major • Major
responsibility responsibility responsibility responsibility responsibility

1. Text in boxes is centered if no bullet text follows

2. Text in boxes is left aligned if bullet text follows below
3. Second grey for stand-alone boxes – boxes not in direct combination with light-grey or other color shapes exclusive arrows A.T. Kearney xx/00000/Unique Identifier 10
 Process and table

Multi-step process with tabled detail

Chevrons are A.T. Kearney garnet

• First point • First point • First point
• Second point • Second point • Second point
– Subpoint A – Subpoint A – Subpoint A
– Subpoint B – Subpoint B – Subpoint B
• First point • First point • First point
• Second point • Second point • Second point
– Subpoint A – Subpoint A – Subpoint A
– Subpoint B – Subpoint B – Subpoint B

• First point • First point • First point

• Second point • Second point • Second point

• First point • First point • First point

• Second point • Second point • Second point
– Subpoint A – Subpoint A – Subpoint A
– Subpoint B – Subpoint B – Subpoint B

Source: Any data presented in text or chart format should have a source identified; notes and sources are 8 point Arial, regular text A.T. Kearney xx/00000/Unique Identifier 11
 Process

Process variation

Process chevrons are garnet with white text Shapes

xxx xxx xxx xxx xxx xxx

• First point • First point • First point • First point • First point
• Second point • Second point • Second point • Second point • Second point
– Subpoint A – Subpoint A – Subpoint A – Subpoint A – Subpoint A
– Subpoint B – Subpoint B – Subpoint B – Subpoint B – Subpoint B

Text in shapes is left aligned if left aligned bullet text follows below or beside;
otherwise it is center aligned

Source: Any data presented in text or chart format should have a source identified; notes and sources are 8 point Arial, regular text A.T. Kearney xx/00000/Unique Identifier 12
 Box and text

Stand-alone boxes are boxes not in direct combination with

light-grey or other color shapes exclusive arrows
Stand-alone boxes are with second grey, white text
Subtitle 2. level Subtitle 2. level, Arial 16 point, left aligned

• Text
Stand-alone box
– Text

• Text
Text
– Text

• Text
Text
– Text

• Text
Text
– Text

Source: Any data presented in text or chart format should have a source identified; notes and sources are 8 point Arial, regular text A.T. Kearney xx/00000/Unique Identifier 13
 Think-cell chart – columns

Stacked column chart

Segment outlines are white, ¾ point Think-cell chart

(Units – 16 point, regular, in brackets)
200

170

150 45

113
97 35 96
100
47
46 44

50 39 90
31 32

20 27 20
0
1st Qtr1 2nd Qtr 3rd Qtr 4th Qtr
North West East 2

On pages with chart and tombstone, legend is placed above the tombstone.
A tombstone is of fixed height and minimizes room for chart.
1. Text and series labels between tick marks are 12pt bold
2. Legends are 10 point regular, horizontal, below chart
Source: Data-driven charts must have an identified source; notes and sources are 8 point Arial, regular text A.T. Kearney xx/00000/Unique Identifier 14
 Think-cell chart – columns

Clustered column chart

Series labels between tick marks are 12 point bold Think-cell chart
(Units)

1001
90.0
90

80

70

60

50 45.02 44.0
40 39.0
33.0 35.4
31.0 30.0 32.0
30 27.0
20.4 22.0 20.0
20 18.0 20.0
10.0
10

0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

East West South North

1. Y-Axis may be used or not, but if there are no data labels on the chart Y-Axis need to be visible
2. Data labels within chart are 12pt regular text
Source: Data-driven charts must have an identified source; notes and sources are 8 point Arial, regular text A.T. Kearney xx/00000/Unique Identifier 15
 Excel chart – columns

Chart and text combination – “A.T. Kearney ColumnStacked”

chart template
Color hierarchy in chart with multiple segments Excel chart/table tool

100% 100%
Value 8 Topic Column head one
Value 7
First • First reference to main point
Value 6 main point • Second reference to main point
– Point A
– Point B
Value 5
Second • First reference to main point
Value 4 main point • Second reference to main point
– Point A
Value 3 – Point B
Third • First reference to main point
Value 2 main point • Second reference to main point
– Point A
Value 1 – Point B

This is an example of a tombstone in a presentation; 18-point bold, Arial,

sentence case, flush left; tombstone size will not reduce with one line text

Source: Data-driven charts must have an identified source; notes and sources are 8 point Arial, regular text A.T. Kearney xx/00000/Unique Identifier 16
 Think-cell chart – columns

Chart and text combination

Color hierarchy in chart with multiple segments Think-cell chart/table tool

100% 100%
Value 8 19.0 20.0 Topic Column head one
Value 7 23.0 25.0
First • First reference to main point
Value 6 34.0 18.0 main point • Second reference to main point
– Point A
30.0 – Point B
Value 5 40.0
23.0 Second • First reference to main point
Value 4 23.0 main point • Second reference to main point
46.9 – Point A
Value 3 45.9 – Point B
Third • First reference to main point
38.6 main point
Value 2 30.6 • Second reference to main point
– Point A
Value 1 20.4 27.4 – Point B

Tier 1 Tier 2

This is an example of a tombstone in a presentation; 18-point bold, Arial,

sentence case, flush left; tombstone size will not reduce with one line text

Source: Data-driven charts must have an identified source; notes and sources are 8 point Arial, regular text A.T. Kearney xx/00000/Unique Identifier 17
 Think-cell chart – Waterfall

Waterfall chart – ascending

think-cell automatically calculates your waterfall think-cell chart

1301

24

30

12

20

13
9
11
11

Set A2 Set B Set C Set D Set E Total

Series Series Series Total3

1. Sum/total within chart is 12pt bold
2. Text and series labels between tick marks are 12pt bold 3. Legends are 10 point regular, horizontal, below chart
Source: Any data presented in text or graph format should have a source identified A.T. Kearney xx/00000/Unique Identifier 18
 Think-cell chart - Pie

Pie chart

Data labels are outside the pie, 12pt regular with bold total Think-cell chart

Total = 100%

Item 8
9% Item 1
16%
Item 7
8%

Item 6
8%
Item 21
16%

Item 5
8%

Item 3
Item 4 17%
19%

Source: Data-driven charts must have an identified source A.T. Kearney xx/00000/Unique Identifier 19
 Think-cell chart - Pie

Pie chart alternative

Two options for shading pie charts Think-cell chart

Standard multi-colored chart Client-specific data

Client-
Item 8 Item 8
9% Item 1
16%
9% specific
Item 7 Item 7
8% 8%
data16%

Item 6 Item 6
8% 8%
Item 2 Item 2
16% 16%

Item 5 Item 5
8% 8%

Item 3 Item 3
Item 4 17% Item 4 17%
19% 19%

Source: Data-driven charts must have an identified source A.T. Kearney xx/00000/Unique Identifier 20
 Bubbles & portfolio

Two-by-two matrix

Not data driven

High

Item
A
Item
C1

ROI2

Item
B

Low
Low Attractiveness High

1. Shapes have a ¾ point white outline. Even though the chart is not data-driven, shapes are part of a chart and will be aligned to the chart definition for shapes
2. The axes that bisect this chart are white ½ point
Source: Any data presented in text or chart format should have a source identified; notes and sources are 8 point Arial, regular text A.T. Kearney xx/00000/Unique Identifier 21
 Practice-related slides

Interconnectivity – eight points

Shading from box to oval is solid fill of light grey; no gradient fill

Text1

Text Text

Text Text Text

Text Text

Text

1. For cycles, ovals and boxes with no left-aligned text following, text is centered, middle aligned
Source: Any data presented in text or chart format should have a source identified; notes and sources are 8 point Arial, regular text A.T. Kearney xx/00000/Unique Identifier 22
 Logo usage

To protect client identity, client logos or names will not be used

for promotional purposes without client permission
Policy on logo usage
Company logos and names use is
permitted:
•For illustrative purposes, e.g. to display:
–Value chain participants
–Potential vendors
–Companies in the marketplace
Client logos and names use is
not permitted:
•Unless there is explicit client permission1
to use its name and/or logo
–For reference or promotional purposes
–For benchmarking purposes
•Alternate qualifications pages should be
used to illustrate our expertise

 
A.T. Kearney xx/00000/Unique Identifier 23
 Page with pictures

The only illustrative graphics should be photographic

Clip art or cartoons do not convey the “forward-thinking” brand pillar

Illustrations or “clip art” are not used Use the A.T. Kearney Macro “Image
Shadow” to assign a shadow to picture
Section 1
• Pictures are with drop
shadows
• Please refer to slides
18 and 23 in the
“Style Guide” in
“A.T. Kearney Library tab”
for further imagery
guidelines

Section 2
• Photos must be licensed or
legally cleared for use
• For licensed A.T. Kearney
pictures follow link
“Online Pictures” in
“A.T. Kearney Library tab”

Source: Any data presented in text or chart format should have a source identified; notes and sources are 8 point Arial, regular text A.T. Kearney xx/00000/Unique Identifier 24
 CV short version

To introduce your team, use color photos and consistently crop

to same size. Do not mix color and grey photos1
To insert variations use macro “CV” from “A.T. Kearney Library”

First and last name First and last name First and last name
Title Title Title

Summary of experience Summary of experience Summary of experience

•More than ### years of consulting and •More than ### years of consulting and •More than ### years of consulting and
industry experience industry experience industry experience
Areas of expertise Areas of expertise Areas of expertise
•Add your text •Add your text •Add your text
•To insert bullet and indent •Add your text •Add your text
–Go to “A.T. Kearney Format”/”Bullet” and
assign the bullet you need
–“Bullet” macro sets correct bullet and indent
respective to font size

Xxx Practice Xxx Practice Xxx Practice

Country Country Country

1. No shadows are used for “CV-Short version” page A.T. Kearney xx/00000/Unique Identifier 25