Cap Gemini S.A. is a French multinational corporation headquartered in Paris, France.[2] It provides IT services and is one of the world's largest consulting, outsourcing and professional services companies with more than 130,000 employees in over 40 countries.[3][4][5] It was founded in 1967 by Serge Kampf, the current vice-chairman, in Grenoble, France. Paul Hermelin, the chairman and CEO of the Capgemini group has led the company since his appointment in December 2001. Capgemini's regional operations include North and South America, Northern Europe & Asia Pacific and Central & Southern Europe. Services are delivered through four disciplines; Consulting, Technology, Outsourcing and Local Professional Services. The latter is delivered through Sogeti, a wholly owned subsidiary.

Logotype Our logotype is the foundation of our visual identity. It should be presented in its proper form, dimensions and orientation on all our materials. Alteration of the logotype or its components should never be undertaken without prior approval from the Corporate Communications Department.

This is the correct form of the Cap Gemini Ernst & Young logotype, in color and black and white. Be sure to use only a digital or camera-ready version of the logotype. The logo can appear on a white or light solid background, or on a black or dark solid background.

The Protection Zone The protection zone is the area around the logotype that must be free of any text or imagery.

Logotype: DON’T

Color Palette Color is as important to our brand as our logotype or typography. It is largely the way our colors interact on a page (or a screen) that creates the unique feel of our brand. As you will see, all of our colors have been selected to complement one another and our logotype.

Our Visual Identity The building blocks of our brand—logotype, colors and typography—are brought together in a coherent visual identity that is designed to convey our most important brand attributes. It is very important for designers, communications and marketing personnel to be familiar with the look and feel of our visual identity system as it relates to materials under their supervision. Our visual identity communicates our most essential brand attributes (“talented, creative and entrepreneurial”) through style criteria that have been developed to translate our brand message into visual terms. The corresponding style criteria are “bold, unexpected and focused,” characteristics which should apply to all materials produced by the Group. See Chapter 5 and the Identity Guidelines site for more information on these terms. As you can see, the layouts and materials that conform to the visual identity system combine bold use of color and unexpected imagery with a focused approach to design. Successful implementation of the visual identity system will result in materials that reflect our brand’s unique characteristics. They will combine use of the logotype, colors, a distinctive style of imagery, and repeated design elements to communicate a clear and compelling brand personality. The information presented here is only a small portion of what is contained on the Identity Guidelines site. Please visit: www.cgey.com/guidelines for more detailed guidance, additional ways to build the brand, and useful templates for producing a variety of materials.

A4 Brochure Cover

A clear understanding of the meaning of our brand means little if we lack the tools to put it into practice. How do we create materials that “say” Cap Gemini Ernst & Young? That reinforce our brand message and connect to our customers? What kind of images and copy support the brand? The answers to these questions are necessarily somewhat subjective. A photograph that says “creativity” to one person may say something quite different to another. Nevertheless, developing and using executional style criteria is an essential step in communicating the brand effectively. The examples offered below are neither exhaustive nor definitive. They are meant to offer guidance in translating concepts like “talented,” “creative” and “entrepreneurial” into a consistent style of prose and design. Using them as inspiration for your own creative efforts will help you project a common understanding of our brand to the outside world.

Style Criteria Every brand has many attributes—that is, descriptors of its corporate assets and personality. But a smart brand will define its most essential attributes and use these as the springboard for all its communication. This will ensure that all content stays focused and consistent for all the brand’s key audiences. But even consistency of content is not enough. The brand’s “aesthetic”—its design and copy style—plays a large role in projecting the brand’s unified front. In the chart presented here, we show how key attributes from the brand vision can be translated into style criteria with direct applications in writing copy and designing publications. Below, we show how these criteria (bold, unexpected and focused) can be applied to materials produced within the Group.

Interpreting the Brand in Copy: Brochure This opening page for an IT brochure is a good example of how overly technical language can make our brand seem dull, predictable and irrelevant. Since this copy introduces this brochure, it should also introduce the reader to the key personality attributes of our brand: talented, creative and entrepreneurial. The “do” version brings in these attributes through both content and style.