Pune City

Creating an identity for Pune city


Pune is a city with rich culture and traditions. With a 400-year heritage, Pune in the recent years has become a centre for cultural exchange, education and business. It is also an emerging global destination for business and has many other unique virtues. Elephant felt the need to create an identity for Pune that would promote the city as a “ready for the future” place to be in. This pro bono work emerged out of our affection & pride towards the city. The identity needed to reflect and compliment the ever-changing facets of this fast growing location.


Inspired by the oldest known visual symbol of the city, the coronation seal of Shivaji (the great Maratha warrior king), Pune's identity is a graphic representation of city’s essence 'Confluence'. The resultant organic form brings the city alive as a progressive melting pot of culture and knowledge.


The Identity today forms the symbolic unit for all major events of Pune. Elephant created the ‘My Pune Travel Book’ along with MCCI and Intach that carried the Pune Identity. It was also integrated into the Brand identity and communication for the 3rd Commonwealth Youth Games in 2008.
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Pro Bono
Destination Branding
Key Deliverables
Identity Design