50 years of TCS

On April 1, 1968, Tata Consultancy Services was launched as a division of Tata Sons. 50 years later, TCS was looking to introduce a new brand identity, one that would celebrate a legacy of certainty, built over half a decade, while also shining a spotlight on future opportunities, possibilities and innovations.

The approach we took was to ensure that through design, the TCS 50 logo would communicate multiple, cohesive stories of a brand that has endured and excelled during the fastest period of technological development till date. We also leaned into a major insight unearthed during the research process: for both external and internal audiences, Tata Consultancy Services is simply, “TCS”. The idea of continuous change and forward movement was built into the the lowercase typeface, giving it a fluid ‘twist‘.

TCS 50 signalled a significant departure from the traditional way of doing things at the Tata Group, moving from subdued colours and chunky typography, to more fluid, vibrant depictions. This contemporary, lowercase identity went on to inspire future branding efforts undertaken by TCS (e.g. TCS Pace and TCS Blitz). As a global brand, TCS 50 and its tagline, Experience Energy, was celebrated across all digital channels, on-ground launches, TCS Marathons all around the globe, and through merchandise and branding at TCS offices. From the vibrant colour palette that lent itself to diverse applications, to a graphic motif that ensured that branding remained subtle and cohesive, we checked all the boxes to deliver a new, dynamic identity for an ever-changing landscape.