Tata Style Guide

Opening slide – design option
Add slide title here

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12/04/2021
12/04/2021
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12/04/2021
Building on belief
TCS, the purpose-led
transformation partner.
We use innovation and the power
of collective knowledge to build
on our shared beliefs.
TCS commitment
In it for good Bring everything Know-how Master the journey

Brand Manifesto
TCS Commitment
Building on belief
In it for good
Every business is born of belief. The belief you can make an
We take a long-term view, building relationships that endure,
impact. That you have an idea that matters.
leading to mutual growth and sustainable outcomes.
At TCS, we go beyond helping businesses transform through
technology. We help them make a meaningful difference.
Translating their aspiration into reality. Building on shared Bring everything When you are out to change your world,
ambition and optimism to transform their business for the better. you need a partner who can combine every resource in their
armoury with an utter determination to succeed. Ideas magnified
So their influence and contribution makes a difference and value multiplied, at global scale.
to their customers and the communities, they serve.
At TCS, we instil hope into business and trust into enterprise. Know-how
With TCS, you experience certainty. We are a knowledge
We believe innovation and collective knowledge network of the smartest minds and practitioners who
can transform all our futures with greater purpose. apply concept to context for real outcomes.
Anything we believe we can do becomes possible.

Master the journey
To transform your world, Along with certainty, you also need partners who can deal with
you need a partner who shares your belief. uncertainty. We provide the agility and continuity you need to navigate
perpetual change.
12 TCS confidential
Building on belief
Growth &
transformation
Strategic Innovation
& creativity
business
Experience certainty
partner
Customer Technology
centric expert
Delivery
excellence
Colour palette
Primary colours Secondary colours The first option is to use

primary colours and
TC
TC
TC shades of black & white.
S S
W
S
Bl The second option is to
Pi
hit
nk
ac use the primary colours
e k
along with lighter shades
of the secondary colours,
TCS TCS
TCS TCS TCS
Mage Orang
TCS either from the cool or
Green Blue Purple Yellow
nta e warm colour schemes.
Use the TCS Pink
strategically with the
message to highlight the
key point for both option
14 TCS confidential
For creating title slide
Overlays
Examples
Insert blank slide>Layout>Title slide blank 1-2-3-4

> Click on icon to add picture > select picture and
use transparent overlays on the Picture
Please note: All images used on the PPT template

including the cover slide image should make use
of the gradient overlays as showcased here.
15 TCS confidential
Slide title
• As the world conducts its business under lockdown, the question on

everybody’s mind – beyond immediate
• What does this mean for enterprises in the Business 4.0 world?
− In the Business 4.0 era, organizations build upon their strong digital
technology foundations to
− Enterprises need to focus on the more urgent imperatives of ensuring
16 TCS confidential
Slide title
• As the world conducts its business under lockdown, the question on

everybody’s mind – beyond immediate
• What does this mean for enterprises in the Business 4.0 world?
− In the Business 4.0 era, organizations build upon their strong digital
technology foundations to
− Enterprises need to focus on the more urgent imperatives of ensuring
17 TCS confidential
Slide title
• What does this mean for enterprises

in the Business 4.0 world?
• In the Business 4.0 era, organizations

build upon their strong digital
We believe we are responsible to every life we

touch
18 TCS confidential
Slide title
• What does this mean for enterprises

in the Business 4.0 world?
• In the Business 4.0 era, organizations

build upon their strong digital
We believe we are responsible to every life we

touch
19 TCS confidential
Divider
Divider
Please add slide title here
Average household spend distribution 1 Spend on Education is 10% today
$15K 2 Potential to increase it by 4%

Others
$15K
Groceries For developing pie charts, bar graphics,
diagrams or illustrations where you need to
$20K
Education $200K use multiple colours, there are two options for
colour palette usage.
The first option is to use primary colours and

$20K shades of black & white, as seen in charts
Insurance 22,23,24. Use the TCS pink strategically with
the message to highlight the key point. Do not
$105K use other shades of the TCS pink in this case.
House & The second option is to use secondary colours
Utilities as showcased in chart 25,26,27.
22 TCS confidential
Slide title
120
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100 100 100
100
85 85
80 75
70
62 65
60 55
48 50
40
40 35
20
20
0
2011 2014 2015
Business Softwar Marketi Sales Mobile Creative

Start e ng Analysis App Design
Develop Strategy Design
ment
The share of Software development is ….
23 TCS confidential
Slide title
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1 Lorem ipsum dolor
dolor sit amet
2 Lorem ipsum dolor 3 Lorem ipsum dolor
33
1
Lorem ipsum
82% 77%
Lorem ipsum Lorem ipsum
dolor sit amet dolor sit amet
2
Lorem ipsum dolor sit amet
%

Lorem ipsum
46
Lorem Lorem ipsum dolor sit amet
8 10 out
of
3
Lorem ipsum dolor sit Lorem ipsum %
Less Than
56 83
%
Lorem ipsum dolor sit
amet
HALF
69
%
Lorem ipsum dolor sit amet amet
%
24 TCS confidential
Please add slide title here please add slide title here add slide title
Average household spend distribution
$15K
Others $105K
House &
$15K Utilities
Groceries 1 Spend on Education is 10% today
$20K
Educatio $200K 2 Potential to increase it by 4%
n
The second option is to use the primary
$20K colours along with lighter shades of the
Insurance secondary colours. Use the TCS pink
strategically with the message to
$25K highlight the key point. Do not use other
Transpor shades of the TCS pink in this case.
t
25 TCS confidential
Slide title
120
Lorem ip sum lor emip Lorem ip sum lor emip Lorem ip sum lor emip
100 100 100
100
85 85
80 75
70
62 65
60 55
48 50
40
40 35
20
20
0
2011 2014 2015
Business Softwar Marketi Sales Mobile Creative

Start e ng Analysis App Design
Develop Strategy Design
ment
The share of Software development is ….
26 TCS confidential
Slide title
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1 Lorem ipsum dolor
dolor sit amet
2 Lorem ipsum dolor 3 Lorem ipsum dolor
33
1
Lorem ipsum
82% 77%
dolor sit amet dolor sit amet
2
%

Lorem ipsum
46
Lorem Lorem ipsum dolor sit amet
8 10 out
of
3
Lorem ipsum dolor sit Lorem ipsum %
Less Than
56 83
%
amet
HALF
69
%
Lorem ipsum dolor sit amet amet
%
27 TCS confidential
Iconography style
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Lorem ipsum
Rail freight XXX

20% lorem ipsum
lorem ipsum

Rail freight XXX
On an average, …
Lorem ipsum
Over 17,000
On an average, …
The iconography style should be consistent

Rail freight XXX
across TCS. Use simple key-line icons with
rounded terminals and consistent stroke width.
Icons can be used in all three primary colours - Lorem ipsum Lorem ipsum
TCS Pink, TCS Black, TCS White.
On an average, …
28 TCS confidential
Avoid shadows, animations, 3D models
20% lorem ipsum Lorem

lorem ipsum Lorem ipsum ipsum
Rail freight XXX

Rail freight
XXX
Lorem ipsum Lorem ipsum Lorem

Over 17,000 ipsum
On an average, … On an average, …
Please avoid using shadows, 3D elements or excessive animations in charts.

Keep them simple and flat. Use build-up or animation to support the message for e.g. before
and after view or parts making up a whole and so on. Imagery and animation should always be
to support the message and not obfuscate the message or narrative of the speaker.
29 TCS confidential
Slide title
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• Working with clients to ...
• Collaborate and innovate for
greater future
We believe lorem ipsum
At TCS, we go beyond helping

businesses transform through
technology. We help them make a
Together we Together we Together we Together we meaningful difference. Translating
must must must must aspiration into reality.
Overlay images with gradients
30 TCS confidential
Sample chart layouts & graphics
Key traits : How to build resilience and adaptability by design
Leadership Innovation Ecosystem mindset Sustainable
• Technology • Mindset • Collaborative • Responsible
Organizational agility Structure Customer centric

• Culture • Modular • Proactive
32 TCS confidential
Mobility ecosystem makes it happen
Blurring the boundaries for Smart operations to leverage

end-to-end value chain will maximum space across modes
be the norm for bringing in efficiency
…mutually helping each other …optimization playing by the
in the ecosystem strength of ecosystem
Multi-modal logistic
As movement is becoming more and more global in nature, multimodal is going to be

key and to make it more seamless and efficient, the barriers between the modes and
parties involved will be removed and boundaries will be blurred
33 TCS confidential
We believe setbacks
lead to stronger
comebacks.
Resilience
Industry Ecosystem should continuously

evolve to face challenges that could have
global impact of the type faced after 9/11
or Covid, and new ones in the future.
New business protocols will
demand transformation in
$100B 120 M business processes aided by
Stimulus to Jobs at risk new technologies to support
travel industry all stakeholders of the
ecosystem.
35 TCS confidential
Co-creating experience
Meet the world through fluid ecosystems Title of the chart

Demand is growing for a single
platform that integrates roles & Customer at the core
responsibilities of all partners Traveler
Understanding
New travel
behavior mandates customer needs both in
Customer immediate travel
context and their larger
preferences around
Mobility
ecosystem
modes of travel has
become imperative.
36 TCS confidential
The travel ecosystem: An industry on the go
Unleashing ecosystem opportunities to expand revenue potential.
The travel industry has always

been platform-based, but its time Companies not Companies should
to reach the next level of one-click, equipped to meet work together
frictionless travel for consumers. rising demands
57% 45%
Find strength Blurring of
in unity boundaries
37 TCS confidential
Awards and accolades
38 TCS Confidential
Thank you
Copyright © 2021 Tata Consultancy Services Limited

Thank you
Copyright © 2021 Tata Consultancy Services Limited

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Opening slide – design option

Add slide title here

In it for good Bring everything Know-how Master the journey

Anything we believe we can do becomes possible.​

Primary colours Secondary colours The first option is to use

Insert blank slide>Layout>Title slide blank 1-2-3-4

Please note: All images used on the PPT template

• As the world conducts its business under lockdown, the question on

• As the world conducts its business under lockdown, the question on

• What does this mean for enterprises

• In the Business 4.0 era, organizations

We believe we are responsible to every life we

• What does this mean for enterprises

• In the Business 4.0 era, organizations

We believe we are responsible to every life we

$15K 2 Potential to increase it by 4%

The first option is to use primary colours and

Business Softwar Marketi Sales Mobile Creative

Lorem ipsum dolor sit amet

Business Softwar Marketi Sales Mobile Creative

Lorem ipsum dolor sit amet

Rail freight XXX

Lorem ipsum Lorem ipsum

The iconography style should be consistent

20% lorem ipsum Lorem

Rail freight XXX

Lorem ipsum Lorem ipsum Lorem

Please avoid using shadows, 3D elements or excessive animations in charts.

We believe lorem ipsum

At TCS, we go beyond helping

Leadership Innovation Ecosystem mindset Sustainable

• Technology • Mindset • Collaborative • Responsible

Organizational agility Structure Customer centric

Blurring the boundaries for Smart operations to leverage

As movement is becoming more and more global in nature, multimodal is going to be

Industry Ecosystem should continuously

Meet the world through fluid ecosystems Title of the chart

Unleashing ecosystem opportunities to expand revenue potential.

The travel industry has always

Copyright © 2021 Tata Consultancy Services Limited

Copyright © 2021 Tata Consultancy Services Limited

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Anything we believe we can do becomes possible.