COG LogoVisualIdentity Guide v01

Visual Identity:
Basic Design Elements

Version 1.0
Table of Contents
The Value of Brand 03

The Power of You 04
The Power of Our Brand 05
The Power of Guidelines 06
01
Our Logo
Overview 08
Clear Space 09
Logo Colors 10
Alternate Logo Color 11
Incorrect Use 12
Line of Service Lockups 13
Industry Lockups 14
Co-branding & Partnership Relationships 15
Acquisition Lockups 16
02
Colors
Primary Palette 18
Supporting Palette 19
03
Typography
Our Everyday Typeface 21
Our Promotional Typeface 22
Type Hierarchy 23
Advancing Type Style 24
04
Advancing Graphics
Advancing Graphics 26
Usage 27
The Value of Brand
Our brand is much more than simply a logo. It’s the

sum of all our actions and our communications. It’s
the promise we make to our clients, our colleagues
and all our stakeholders through what we say and
what we do. As we grow and evolve, our brand grows
with us.
It’s often said that perception is reality. That’s why

our brand is critical to our continued success: how
people remember us, based on their Cognizant
experience, influences whether they will choose to
do business with us or not. Our brand is one of the
most important facets of our competitive advantage.
It gives our clients the comfort and confidence to
choose Cognizant. That’s why it’s one of the most
powerful assets in business today.
Cognizant / Basic Design Elements Version 1.0 / © 2018 All rights reserved. Confidential and proprietary. For brand-related questions, please contact CognizantBrand@Cognizant.com.
Introduction / 04
The Power of You
As Cognizant has grown, so has the value of our

brand. Today, we rank among the most valuable
global brands. And while we may not be a household
name — yet — our reach among the world’s leading
companies is exceptional. Like other leading
organizations, we all strive to strengthen the value
and stature of our company. The goal of a brand
identity system is to engage clients, associates,
and stakeholders in a familiar and meaningful way.
That means we collectively ensure our branding
appears in a consistent manner. Consistency allows
our audience to build a memory structure around
what we stand for and the value we offer. In using
this document, we invite you to be an active brand
ambassador in building Cognizant’s future.
Thank you.
Robert Painter
SVP, Corporate Marketing
Introduction / 05
The Power of Our Brand
We are at an important juncture in our company’s

evolution, so our brand is evolving too. As technology
changes what our clients need from us, Cognizant has
always shifted to meet those needs. That’s why over
the past few years, we have built digital capabilities
ready to drive our clients’ businesses ahead in new
ways. Because technology is playing a more important
role than ever for our clients, their expectations for
their technology partners are higher than ever.
Our brand plays a key role in positioning us as an

ideal partner for our clients in this higher-stakes
market. As one of the few companies in the world
who can help advance the world’s largest and most
influential organizations with technology, and as the
emerging leader in digital technology that we are.
It is a valuable asset, with real, quantifiable value.

At last measure, the Cognizant brand was valued
at almost $8 billion, an increase of more than 300%
since 2013. If we commit to employing our brand
consistently, we can continue to building that value.
Introduction
The Power of Guidelines
Expressing our brand in a consistent way across

touchpoints will help our audiences get to know us
better — so they can recognize, choose, and remember
us. Because we’re always inventing new offerings and
expanding our reach, it’s especially important that
we maintain a unified identity. Our brand guidelines
give us the freedom to craft communications that
fulfill their unique, critical functions, while serving as
guardrails to protect our customers from confusion
and our brand from dilution.
Brand communications that are identical would

be monotonous. Instead, we should strive to keep
audiences interested by varying our design and writing
within a cohesive set of standards that keep our
brand recognizable and our communications fresh.
Everything we say, show, and do should be designed
to meet the needs of the time, place, and audience —
but be distinctly Cognizant.
01
Our Logo
Our logo is the primary visual branding asset used
in all our communications. It serves as the visual
representation of our company.
Cognizant / Basic Design Elements Version 1.0 / © 2018 All rights reserved. Confidential and proprietary.
01 / Our Logo / 08
Overview
Being cognizant is a quality more valuable than ever to
our clients today. That’s why our logo is a wordmark that
brings all the attention to our greatest asset: our name. By
stripping away any unnecessary elements, we show our
confidence in who we are, and present a modern face to
the market. We look like the established business we are,
but also like a contemporary technology company.
Usage
The Cognizant logo* is a complete graphic element, and
the letterforms within the logo have a fixed relationship
to one another that should never be modified or altered.
Logo files can be found at:

The Brand Center on One Cognizant
and Be.Cognizant.
Logo
The rounded forms capture our collaborative approach to
doing business. At the same time, the logo has a boldness
and confidence that speaks to our experience and expertise.
*Guidance around registered trademark usage will be

addressed in a later Brand Usage Guidelines.
01 / Our Logo / 09
Clear Space
The clear space is the area around the logo that must
remain untouched by typography or graphic elements.
This guarantees that the logo is presented clearly, and
with maximum impact. The clear space is defined by
the unit “x,” which is equal to the x-height of the logo.
Clear Space
Defined by x-height
Given the importance that our logo

plays in our brand as a whole, it’s
critical that we protect its integrity
and maximize its visual impact.
01 / Our Logo / 10
Logo Colors
Blue and green have been Cognizant’s colors for many
years, and our clients and associates have come to
associate them with our brand. So we kept these familiar
colors but updated them to more vibrant, modern hues,
sending the message that we’re the same Cognizant they
know and trust, but with a more modern look that plays
well in digital environments. We used a new blue for our
logo. Later, you’ll see that we preserved green as part of
our primary palette..
Primary Color
The Cognizant Blue logo is the preferred choice for
all communications in all media. It should be placed Cognizant Blue logo
on a white background. It may also be placed on a On a white background
background no darker than 15% black if there is sufficient
contrast for legibility.
Reversed
The reversed logo should always be used on a
Cognizant Blue background. Situations may arise
requiring a black or dark gray background. (See
examples on next page.)
Our Cognizant Blue must always be visible

either as the Cognizant Blue logo or as a
background behind the reversed logo. Reversed logo
On a Cognizant Blue background
01 / Our Logo / 11
Alternate Logo Color

Alternate logo color versions are only used when
Cognizant Blue cannot be used due to printing
restraints, such as no four-color printing.
Alternate Color White

The black logo is used when production limitations 5%
prohibit the use of the Cognizant Blue logo. It is placed
15%
on white backgrounds, or on gray backgrounds no
darker than 45% black. 25%
35%
Reversed
45%
In situations requiring a black or dark gray background,
the reversed logo is used.
Black logo
On a white or light background
55%
65%
75%
85%
95%
Black
Reversed logo
On a black background
01 / Our Logo / 12
Incorrect Use
To preserve the memorability and legal protectability of
our brand, there are strict limitations on the usage of the
Cognizant logo.
The examples on this page illustrate some, but not all,

Do not use unapproved colors. Do not place the logo within a shape
potential misuses of the logo.
or container.
Keep in mind that the logo is carefully rendered artwork
and any alteration of the logo, apart from proportional
scaling, is considered misuse.
The use of the Cognizant logo by a third party requires a

license agreement.
Do not stretch the logo. Do not apply drop shadows to the logo.
Do not place the “Blue” logo on Do not skew the logo.

an image.
This is placeholder copy. Please
replace this copy it is placeholder
Our logo is iconic and should be
Cognizant
®
copy. Use the logo
correctly, This example is an allowed to make its presence felt
incorrect use of the logo. without distraction.
Do not use the logo in running type. Do not reset the logo as type.
01 / Our Logo / 13
Industry Lockups
Industry lockups are a quick visual way to communicate
our industry expertise. (See pages 18 and 19 for colors.)
Clear Space
The clear space is the area around the industry lockups
that must remain untouched by typography or graphic
elements. This guarantees that the lockup is presented
clearly, and with maximum impact. The clear space is
defined by the unit “x,” which is equal to the x-height of
the Cognizant logo. Example Industry Lockups
All industries are represented in Cognizant Green.
Clear Space
Defined by x-height
01 / Our Logo / 14
Co-branding & Partnership Relationships

Co-branding relationships are used to represent our
brand in partnership with another. These relationships
should be used when communicating information
on any brands we partner with. (See pages 18 and 19
for colors.)
Clear Space
The clear space is the area around the co-brand lockup
that must remain untouched by typography or graphic
elements. This guarantees that the lockup is presented Co-branding & Partnership Relationships
clearly and with maximum impact. The clear space is The vertical size between the two logos should be
defined by the unit “x,” which is equal to the x-height of equivalent, but there should be sufficient horizontal
distance so as not to look like a lockup.
the Cognizant logo.
Clear Space
Defined by x-height
01 / Our Logo / 15
Acquisition Lockups
Acquisition lockups are used to represent acquired
brands and connect them to the Cognizant
masterbrand, sometimes during a defined transition
period and sometimes indefinitely. These logos should
be used when communicating information on one of
our acquired brands. (See pages 18 and 19 for colors.)
Clear Space
The clear space is the area around the Acquisition lockup
that must remain untouched by typography or graphic Acquisition Lockups
elements. This guarantees that the lockup is presented Reproduce the endorsement line
clearly and with maximum impact. The clear space in Cognizant Blue
is defined by the unit “x,” which is equal to the space
between the baseline of the acquired brand and the
bottom of the “g” in the Cognizant endorsement line.
Clear Space
Defined by x-height
02
Colors
Colors are a major part of how we identify brands,
and the Cognizant brand is no different.
02 / Colors / 17
Primary Palette
Using our primary palette prominently and primarily
is an essential part of achieving brand recognition
for Cognizant.
As mentioned, blue and green have been

Cognizant’s colors for many years, and our clients
and associates have come to associate them with
our brand. So, we updated these familiar colors to
more vibrant, modern hues, sending the message
that we’re the same Cognizant they know and trust,
but with a more modern look that plays well in digital
environments. The prominent use of white in our
designs conveys our optimism, and also works very
well in digital.
Use the spot Pantone inks whenever possible. The

RGB/CMYK values should only be used when spot
colors cannot be reproduced.
Color Proportion
In all applications, it’s important to lead with our
primary brand colors in the relative proportions
shown on this page. By doing so, we ensure that our
website, brochures, and other brand touchpoints
“feel Cognizant.”
Color files can be found at:

CognizantBrand@Cognizant.com
Color is an integral part of our visual Cognizant Blue Cognizant Green White
PANTONE 286 PANTONE 354 CMYK 0/0/0/0
system. It brings the Cognizant brand to CMYK 100/85/0/3 CMYK 84/0/94/0 RGB 255 255 255
life and sets us apart from competitors. RGB 0 51 160 RGB 0 177 64 HEX FFFFFF
HEX 0033A0 HEX 00B140
02 / Colors / 18
Supporting Palette
The colors in our Supporting Palette play an important
role in our design system as a whole. They are essential
for applications requiring more than two colors, such
as charts or infographics, and as navigation within a
complex system where it’s needed. And they allow us
to accent or highlight something particularly important
— as long as we don’t use them so prominently that we
overpower our primary palette. Cognizant is, first and
foremost a blue, green, and white brand.
Cognizant Purple Cognizant Magenta Cognizant Orange
Once our primary brand colors are established in a PANTONE 2597 PANTONE 2395 PANTONE 1495
communication or other application, colors in the CMYK 78/100/0/0 CMYK 26/90/0/0 CMYK 0/58/76/0
Supporting Palette can be used for highlight purposes. RGB 92 6 140 RGB 200 0 161 RGB 255 143 28
HEX 5C068C HEX C800A1 HEX FF8F1C
Likewise, colors in the Supporting Palette can add an
element of variation to a design, though they should
be used very sparingly. Supporting colors only feel like
a variation if you recognize the brand first. Otherwise,
you’re going to fail to connect your communication to
the equity of the Cognizant brand.
Cognizant Dark Purple Cognizant Dark Magenta Cognizant Dark Orange

PANTONE 2627 PANTONE 235 PANTONE 2026
CMYK 79/100/8/32 CMYK 18/100/12/39 CMYK 0/76/84/0
RGB 60 16 83 RGB 132 11 85 RGB 244 99 58
HEX 3C1053 HEX 840B55 HEX F4633A
Text
Use black as body copy on white backgrounds
03
Typography
Clean, clear typography attracts people to our
ideas. The purpose of good, readable type is to
bring out the meaning of the writing. You can always
see a headline’s strengths when it is laid out well.
03 / Typography / 20
Our Everyday Typeface

Arial is the typeface we use everyday for Word documents, PowerPoint presentations,
emails, etc. Because it is available on all digital devices, it makes it very easy to share
documents seamlessly, without loss of formatting.
Aa
When creating a communication or marketing piece, it is recommended that you use
our promotional typeface instead. (See next page for details.)
Arial Regular
A BCDEFG HIJ K LM NO PQ RSTU V W X Y Z
abc defghijklmnopqr stuv w x y z
Arial 123 45 678 9 0
Arial Bold
A BCDEFGHIJKLMNO PQ RSTUV W X Y Z
a b cd efghijklmnop qr stuv w x y z
123 4 5 678 9 0
Everyday Typeface: Arial

Our everyday typeface is used for PowerPoint decks,
Word documents, and other files created in the course of
doing our daily work.
Our Promotional Typeface TT Norms Light

A modern geometric grotesk font, TT Norms embodies key qualities of the Cognizant
brand. The rounded letterforms are approachable and friendly, and thus convey a sense
ABCDEFGHIJKLMNOPQRS TUV W X Y Z
of what it’s like to work with us. The thin weights of TT Norms, meanwhile, suggest our abcdefghijklmnopqrstuv w x y z
technology focus.
123 4567890
Aa
TT Norms is replacing Interstate and Proxima Nova for all marketing and promotional
communications. TT Norms Regular
ABCDEFGHIJKLMNOPQRS TUV W X Y Z
abcdefghijklmnopqr stuv w x y z
TT Norms 12 3 4567890
TT Norms Bold
ABCD E FG H IJ K LM N OPQRSTUV W X Y Z
abcdefghijklmnop qr stuv w x y z
1 2 3 4 5 67890
Primary Typeface: TT Norms

Our official typeface is used for all branded collateral, digital interfaces, and
communication pieces, such as print collateral, thought leadership materials,
online content, and signage.
Please contact CognizantBrand@Cognizant.com

to obtain a licensed version of TT Norms.
Type Hierarchy TT Norms Bold 30 pt TT Norms Light 10 pt TT Norms Light 10 pt

With type hierarchy, we can present lettering so that the
Main Heading
Body text is set in 10 pt TT Norms Light, used for 01. Lists follow the style used for body text.
most important words are displayed with the most impact increased legibility for longer text. Avoid setting Wrapped lines should align left below the first
body in colors other than black. line’s indent and not its bullet or number.
— allowing readers to scan text for key information. The
following specifications are a guide for the use of type Main Heading Body Text Lists
on an 8.5" x 11" document with a light background. If Main titles should be no longer than Our text can be set in one or two Lists are always left-aligned and
an increase or decrease in point size is needed, do so eight words and two lines. columns. Column width should not should never be centered as this
proportionately to the entire stylesheet. exceed three-and-a-half inches. causes legibility difficulties.
All black type should be reversed to white if placed on

dark backgrounds.
TT Norms Regular 18 pt TT Norms Light 8 pt TT Norms Bold 30 pt and Light 10 pt
If an increase or decrease in point size is needed, do so
Secondary Heading
Captions should not compete with body text and are
proportionately to the entire stylesheet. therefore set lighter and smaller than text blocks. If the
text block’s font size is increased, the captions must also
increase proportionally.
Main Heading
Secondary Heading Captions
Body text is set in 10 pt TT Norms Light,
Type plays an important role in our Our secondary heading is used for Our captions are set in 70% black and used for increased legibility for longer text.
longer text, quotes, and other important tracked out to no more than +15. TT
identity system and must be used ideas that need prominence on the page. Norms Bold is used when there are titled
Avoid setting body in colors other than
black.
consistently to create a unified (Ex. Right, left...) captions.
visual presence and make it as
easy as possible to understand the White Type
Reverse black type to white over dark
information being presented quickly. color backgrounds.
TT Norms Regular 12 pt TT Norms Bold and Light 8 pt
Subtitles are brief descriptions that Labels
While the labels are set in a color, the supporting text is
follow the main or secondary heading. always set in black on light backgrounds and white on
dark backgrounds.
Preferred use is a combination of TT Norms Bold and
TT Norms Light to create a sense of forward progress.
Subtitles Infographics
*Please note a custom Cognizant typeface is being Our subtitles are set in 90% black Type is set in Cognizant Green or a
created and will be addressed in a later Brand Usage and used to provide an introduction supporting color, labels are in 8 pt TT
to an infographic or body text. Keep Norms Bold and 8 pt TT Norms Light
Guidelines.
sentences short and simple. for text.
Bring your TT Norms Light
Advancing Type Style

By layering type, we can create a sense of motion and
progress. Readers feel like the type is coming toward them.
business up to TT Norms Regular
Here is some guidance on how to create the effect:

TT Norms Bold
Colors
Use two colors: either Cognizant Blue paired with Cognizant
Green, or Cognizant Blue paired with a secondary color.
When reversed type is placed on a Cognizant Blue
background, green or a secondary color may be used as the
accent color.
Driving brands
digital
Typeface Weights TT Norms Light
TT Norms offers a range of weights, but use of them has to
be controlled. No more than three of the weights should
be used in a message block. Bold and medium are used
into a
for emphasis, regular and light are used for parts of the TT Norms Bold
message that are of lesser importance.
Word Count
Generally, the shorter a statement is, the greater its impact.
Use the following examples as a guide to help you decide
which words to highlight:
future TT Norms Regular
Shorter:
The foresight of analytics.
Longer:
Companies experience an estimated TT Norms Light
Let’s renovate operations with digital advances that

eliminate busy work, not busy people.
TT Norms Bold
in revenue growth
The use of layering type creates a
TT Norms Regular
sense of depth that evokes motion and
progress. Readers are meant to feel like
the type feels is coming toward them.
from digitizing processes TT Norms Bold
04
Advancing Graphics
Our graphics capture the digital advancement businesses
are after by conveying a sense of speed and progress. They
help us look like a technology company that understands
what our clients need today.
04 / Advancing Graphics / 25
Advancing Graphics
In every business, in every country, our clients feel
a sense of urgency. A pressure to move as quickly
as possible. To advance how they serve customers,
how they work, how they do everything. Our design
system captures the digital advancement clients are
after. In everything we create, we
• Capture that sense of urgency to show we

understand the pressure our clients face
• Evoke a sense of speed and progress — of getting

clients where they want to go, quickly
This progress is what our clients want most, and our

competitors do not express it visually. We can claim
this territory and look like the partner who best
understands what clients need in the digital era.
The images that you see on this page have been

generated by algorithm to make them ownable to
Cognizant. We will add new Advancing Graphics
to our library from time to time to keep our designs
fresh, but any graphics that follow these criteria are
on brand for Cognizant.
For image files contact:

Forward motion and speed

When choosing images for a project, they should feel
part of the same set. We want to convey variety, but
not randomness or chaos.
04 / Advancing Graphics 36x72_Freestanding.pdf 6 7/11/18 7:51 PM
/ 26
amds_5thflr-photo7_halfsize_v2_180710.pdf 1 7/11/18 12:57 PM
Usage
We use graphics that capture two feelings:
digital
• Positive forward motion. This can mean straight
across, trending up, or creating a sense of motion Driving brands
through expanding or contracting angles. into a
Bring your
future business up to
• Speed. Graphics must convey both speed and
C
CM
MY
CY
CMY
motion to be on brand.
Advancing graphics should be based on abstract

imagery so they don’t remind anyone of something
concrete in the real world. We want them to evoke a
deeper sense of motion and advancement. Advancing C
CM
MY
CY
graphics should never remind one of a real-world item,

CMY
like a speeding train or a stock ticker board. And they

should never feel like stock photography.
For image files contact:

amds_5thflr-photo2-halfsize_v2_180710.pdf 1 7/11/18 12:53 PM
Advance customer
experiences a� head of
C
CM
MY
CY
CMY
increasing expectations

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Visual Identity:

Basic Design Elements

The Value of Brand 03

Our brand is much more than simply a logo. It’s the

It’s often said that perception is reality. That’s why

The Power of You

As Cognizant has grown, so has the value of our

The Power of Our Brand

We are at an important juncture in our company’s

Our brand plays a key role in positioning us as an

It is a valuable asset, with real, quantifiable value.

The Power of Guidelines

Expressing our brand in a consistent way across

Brand communications that are identical would

Logo files can be found at:

*Guidance around registered trademark usage will be

Given the importance that our logo

Our Cognizant Blue must always be visible

Alternate Logo Color

Alternate Color White

The examples on this page illustrate some, but not all,

The use of the Cognizant logo by a third party requires a

Do not place the “Blue” logo on Do not skew the logo.

Co-branding & Partnership Relationships

As mentioned, blue and green have been

Use the spot Pantone inks whenever possible. The

Color files can be found at:

Cognizant Dark Purple Cognizant Dark Magenta Cognizant Dark Orange

Our Everyday Typeface

Everyday Typeface: Arial

Our Promotional Typeface TT Norms Light

Primary Typeface: TT Norms

Please contact CognizantBrand@Cognizant.com

Type Hierarchy TT Norms Bold 30 pt TT Norms Light 10 pt TT Norms Light 10 pt

All black type should be reversed to white if placed on

Bring your TT Norms Light

Advancing Type Style

Here is some guidance on how to create the effect:

Let’s renovate operations with digital advances that

• Capture that sense of urgency to show we

• Evoke a sense of speed and progress — of getting

This progress is what our clients want most, and our

The images that you see on this page have been

For image files contact:

Forward motion and speed

amds_5thflr-photo7_halfsize_v2_180710.pdf 1 7/11/18 12:57 PM

Advancing graphics should be based on abstract

graphics should never remind one of a real-world item,

like a speeding train or a stock ticker board. And they

For image files contact:

amds_5thflr-photo2-halfsize_v2_180710.pdf 1 7/11/18 12:53 PM

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*Guidance around registered trademark usage will be