CWG look and Design

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The 19th Commonwealth Games, hosted by our capital, get the Indian
Idiom of design.

The design system for the Look of the Games created by Idiom, India’s
most vibrant and progressive design organization. The design had to
aspire to global standards, while creating a distinctly Indian Idiom.

And what could that be? A design that is vibrant, festive, celebratory
and inclusive. And yet not flippant but truly deep. The elements that
created the design system.
IDENTITY
The identity of the games examines the chakra that 24 spokes, with 24 values. It indi-
cates forward movement to the uniformed eye but the values are something that we
are not even aware of.
The questions the identity raises are that - can we please be aware and proud of our
values. Can we reach higher, each one of us – reach for the stars. Forward movement
is no longer enough, only if we each reach higher, can we win accolades, medals, suc-
cess for ourselves. And when we reach higher, India moves higher. We can’t be passive
observers, commentators on the fence; we have to be active participants.

DESIGN KIT
The look kit consists of visual elements that jump at us from Delhi architecture and
our Indian lifestyle. Jaalis, arches are deconstructed and reconfigured. Ambis, design
clusters are the ‘tadka’ on the look. While a bit of subgraphics capture rising energized
sportsmen, artistic performers, against a backdrop of Delhi architects.

The logo has also been deconstructed as a graphic signature element that gets em-
bedded in public memory. The design elements come together as a complex system
to create the look of the games.

LOOK PALETTE
Purples, greens and pinks – make a distinct and new Games brand palette. Purple is
the new youth color, the pink is for a feminine India and the greens signal the intent to
hold a green games.

PICTOGRAMS
The games pictograms are inspired by the graphic & simple sanjhi art. We chose Sanjhi
because it is an indigenous art from, used to tell stories. Where paper arts are used for
decoration, celebration and to seek blessings.
However, we are aspiring for global standards. So, we studied the best pictograms ever
(repeatedly) the pictograms of the Munich Olympics and mapped the actions of our
figures on the geometry of the Munich pictograms but retained the craft aspect, and
more importantly the ‘lungis’ that were worn in akhadas traditionally.

GAMES MASCOT
Shera, the great Indian tiger is the proud mascot of the 19th Commonwealth Games.
The tiger or the ‘sher’ represents bravery, speed and courage. Idiom did not recom-
mend or develop Shera, but when Idiom inherited Shera and while we felt that he was
conceptually the most appropriate mascot, he needed to be cooler, sportier, fitter - so
that he would be aspirational and yet friendly and cute. Kids must love him, our sports-
men must be inspired by his confident body language.
We gave him: * cool sneakers, * a proud ‘chaati’, * a confident air.
Shera truly represents the youthfulness of our country. Shera is confident and cool,
like the youth of our country. Who are constantly preparing, constantly playing and
who’s endgame is to win, for India. Shera embodies values that the nation is proud of
majesty, power, charisma, intelligence and grace. His athletic prowess, courage and
speed are legendary. He is also a reminder of the fragile environment he lives in and
our responsibility towards the protection of this ecosystem.
Shera is an important part of the Games Look And Shera has been developed playing
all sports, equally: And several other renditions, so that he becomes alive and becomes
more personal and interacts with the city, the visitors and participants, welcoming and
guiding them at different touch points.

VALUE PROGRAMS DESIGN
Each of the programs like * Volunteers Programme * Environment Programme * Cul-
tural Programme * and even the * Games Village or the * Business Club have been
given their own identities and Look kits, that while creating their own spirit and identity,
create a truly diverse yet integrated look of the games.

LOOK OF THE GAMES
For the past two years, the countdown to the games has been marked by a set of
events, like countdown events, the Queens Baton Relay. Each of these, leading up to
the games have created the iconic Look of the games. Which has then gone on to dress

up the entire city. From pole pennants, to barricades, to large facades, like the NDMC
building façade or the facades of the games venues the look has been seamlessly ap-
plied and today, the Look is everywhere!

TEAM SPIRIT
Idiom design and consulting won the identity project, in a competitive pitch and went
on to create the logo and stayed on until the launch of the logo. Another RFP, resulted
in our pitching for the games design and look. Our ‘maksad’ / motive was our sense of
responsibility and commitment to both our profession and to the nation. When we have
created a ‘design organisation’ for the country and if we want to create a design indus-
try right here, can we really just sit around and let international design houses define
the look and spirit of our games. Its easier to engage with corporates but challenges
are there for the taking! Our biggest challenge was to set up a system where we could
work flawlessly, without missing a beat, without any loss in quality, between Delhi and
Bangalore over a long duration, where I needed to be personally involved, as Principal
Designer as I had given my word. When the logo was created, I was in Delhi with a small
team and we were thinking, designing, animating, demonstrating application across
the city, in real time, with every new design option in a race, both against time and
other national and international firms. We set up our Delhi office where a large team of
designers continued to work on the project with support from our Bangalore campus.
Here our ability to set up a ‘design organisation’ came in handy. We had a dedicated
team of designers working out of the OC office to ensure faster deliveries. I continued
to stay involved. I found my lead designer in Harpavan Cheema. Who could hold his
own, take suggestions and ideas and yet maintain design integrity. Chitra Sarwara, the
senior design manager on the project has been holding the elements and the project
together and Idiom Mohammad Javed, Chief Operating Officer has ensured that our
team in Delhi is comfortable and that we/they can focus on the work and not have to
worry about anything else. Sunil Nair is the skilled hand who has been developing all
the rising sportsmen, Shera and all the subgraphics that you see in the game. But the
look is not a design job but a production and there is a large and vibrant team that has
given its time and skills at various stages.
Across two cities, across a spirited, young and united India.

SONIA MANCHANDA
COFOUNDER AND PRINCIPAL DESIGNER IDIOM DESIGN AND CONSULTING

OF THE GAMES
It was important for Idiom to win this design business and the
honor of creating the design and look for the Commonwealth
Games was something that we were not going to lose, neither
against the best national or international design companies.
Since then, a unique design and look has been developed and
is being applied across the city, across all points of contact.

LOGO

The logo for the Delhi Commonwealth Games is inspired by the Chakra,
the national symbol of freedom, of unity and power. Spiralling upwards,
it depicts the growth of India into a proud, vibrant nation, her billion
people coming together to fulfill their true destinies. India’s journey
from tradition to modernity, her economic transformation into a super
power…reaching out to the world and leading the way, even as she
enthusiastically embraces all the 71 CGA nations and territories of the
commonwealth to become one and host the best ever commonwealth
games. In India. In Delhi. In 2010.

LOGO INSPIRATION

The visual identity concept is inspired by the Indian Flag and the 24
values represented by the 24 spokes of the Ashoka Chakra.

The Ashoka Chakra of the Indian Flag has 24 spokes, each of which
represents an essential quality in a human being. While we all believe
in them, this is a wonderful opportunity to revive these qualities in
ourselves. The logo brings the Chakra alive, spiralling out of its embryonic
form, gathering energy and momentum to become a young, emergent
and resurgent India. A billion people reaching out to become ONE in the
spirit of the Games.

LOGO VERSIONS

24 COLOR LOGO 12 COLOR LOGO 7 COLOR LOGO

VERTICAL LOGO - ENGLISH & HINDI HORIZONTAL LOGO - ENGLISH & HINDI

The original 29 color logo has been developed in simpler versions
too : 4-5-6-7 colors to facilitate easy replication and production
across different mediums.

WORD MARKS

Games word marks are representative brand marks that will get used
across the branding program, replacing the need of a logo. Word
marks were developed around Delhi and the event. Each word mark
had a branding element Signature mark seen in the ‘O’ – included in
it for the brand to own it.

Variations were developed keeping in mind different applications,
space constraints and brand strategy.

FORMS

Everywhere you look in Delhi, you see a legacy of arches and jaalis.
These classic shapes have been picked from the cultural heritage
and history of the city and the country as seen in architecture, textiles
and motifs. These typical forms have been refined and celebrated,
such that they are a tessellating element that grows from single to
four sided shape and is the key element for holding and framing the
Games brand elements such as Logos, Pictograms, and programs.
The jaalis play with the signature element (that is a ‘memory’ of the
logo) to create a rich and vibrant dress up and look for the city.

CLUSTERS

Forms inspired by our culture, our celebration and heritage have
been stylized to add an Indian touch to the Look. Rangoli pattern
that also resembles tie-n-die pattern, Ambis and star burst become
highlights for different applications across city and venues.

SIGNATURE ELEMENT

Logo signature element.
Dynamic, energetic form
that is constant reminder
of the games.

COLOR PALETTE

The colour palette for the Delhi 2010 look programme combines two of
the distinctive colours of the Delhi 2010 Emblem with the official colours
of the Commonwealth Games.
Green: The colour that represents life, energy and high spirits. With a
spring in your step, face every challenge and overcome hurdles with
radiance and gusto. Purple: Combining the stable and calming aspects
of blue with the mystical qualities of pink, this colour satisfies the need
for reassurance, while adding a hint of mystery and excitement. Pink:
This colour has also been introduced to the palette adding an element
of surprise and luxury to the Games look programme. It plays to the
crowd and truly reflects India in all it’s resplendent glory. Red Yellow &
Blue: Commonwealth Games colours, representing the ‘Trinity of Values’
that symbolise the games; unifying Humanity, (Red) giving all athletes a
chance to realise their Destiny (Yellow) and promoting Equality (Blue).

TIGER & INDIA

Our national animal and the symbol of the new roaring and rearing
India- Shera was the appropriate Mascot to lead this feisty event.

However, he has come far ahead of where he was when he was
unveiled 4 years ago!

SHERA - THE MASCOT

The most visible face of the XIX Commonwealth Games 2010
Delhi, Shera truly represents the modern Indian. He is an achiever
with a positive attitude, a global citizen but justifiably proud of his
nation’s ancient heritage, a fierce competitor but with a true spirit
of sportsmanship. He is also a ‘large-hearted gentleman’ who loves
making friends and enthusing people to ‘come out and play’.

SHERA - IN GAMES

The Mascot of the Games playing each of the 17 sports.

SHERA - WITH BATON

The mascot become more personal and interacts with the city, the
visitors and participants welcoming and guiding them at different
touch points of the campaign.

PICTOGRAMS

MUNICH SANJHI ART PICTOGRAMS

Pictograms are inspired by the graphic and simple sanjhi art.
Sanjhi: A folk art used to tell stories, to decorate places for
celebrations. A word derived from sajja, sajavat. An art that is
unconsciously still used across the country during celebrations.
Where paper cutouts were used like stencils, as decorations
themselves or to make rangolis.

The pictograms use a simple classic geometry and Sanjhi styling.

PICTOGRAMS

In ancient India, in sports and martial practice, the men wore lungis - a
stretch of fabric that was tied around the waist and legs. The pictograms
celebrate Indian sporting culture and the living Indian sporting traditions.
As an example: the pictures are of Kalarippayattu practitioners, a
Dravidian martial art from Kerala, India. Possibly one of the oldest
fighting systems in existence, which is still practiced. It includes strikes,
kicks, grappling, preset forms, weaponry and healing methods. Some
of the choreographed sparring in kalari payat can be applied to dance.
Some traditional Indian dance schools still incorporate kalarippayattu as
part of their exercise regimen.

VALUE PROGRAMS

Games brand has in its umbrella a plethora of activities, each an
initiative to draw participation of people. Obviously each of these
had to have its own identity and look and collaterals… but all still
associated and belonging to the family of D2010.

SPORTS SUB-GRAPHICS

The Delhi 2010 Games brand has to reflect the sporting, celebratory
and cultural aspect of our nations. Images for each have been
stylized in a graphic and modern manner to bring out these aspects.
17 sports, Our cultural dance and performances, our architectural
landmarks have gone into creating a palette of sub graphics that can
be mixed and used across the Games Look.

HERITAGE SUB-GRAPHICS


CULTURAL SUB-GRAPHICS


THE TEAM

We at Idiom are a big multi-
disciplinary team who have been
working on the Common Wealth
Games project for the past three
years, from our two cells - at Delhi
and at Bangalore!

THE BANGALORE TEAM

THE DELHI TEAM

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