Commonwealth Youth Games 2008

Sports event identity and livery


Pune city hosted the Third Commonwealth Youth Games in 2008, the largest International Sport event held in India until then. The Organizing Committee of the games approached Elephant to design the visual identity & livery for this important sporting event.


World over the brand identity, look and design for international sports events resonate with local culture and art. Team Elephant decided to adapt traditional Puneri and Maharashtrian tribal art and design to create an unique look for this event. Elephant consolidated opportunities for the games to engage the participants and people over a period of two and a half years. A brand communication plan was charted out to bring the event’s elements and values alive through a visual story over time.


Elephant drew inspiration from the widely known ‘Warli’ (tribal) art style to create a unique and culturally driven atmosphere around the event. The Games identity comprised two units, one represented by the identity of Pune and the other - a ‘Warli’ athlete capturing the spirit of the games. The figurines were given sporting postures that made them look progressive and modern, at the same time reflecting an essence of Pune's culture and tradition. Elephant also created the young Tiger mascot ‘Jigrr’ (meaning guts) who reflected the spirit and captured the imagination of the youth around the country. A striking visual language with a variety of visual assets were developed and combinations of these assets unfolded across thousands of touch points & interfaces.


The Identity, unveiled by the Commonwealth Games Federation President, has received immense appreciation world over, while activities and promotions designed, have made this event a source of pride for the citizens of Pune and inspired the participant nations.
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