POST GAMES REPORT - Commonwealth Games Federation

IMAGE AND LOOK
The Image and Look programme was set up to create and
disseminate the Delhi 2010 brand by developing unique visual
identities and Kit of Parts for the city, competition and noncompetition
venues. The Games Look was the visual identity
of the XIX Commonwealth Games 2010 Delhi. It defined
how the Games would be represented globally and how the
brand would manifest itself in the minds of the people. It
was a unique combination of design elements and graphic
layers to create a vibrant brand that generated excitement
and anticipation for the Games, culminating in a dynamic and
energetic visual representation. Its objective was to create
brand awareness, recognition and recall value by capturing
the youthful, vibrant and celebratory spirit of the Games.
The Image and Look FA was also responsible for developing
an integrated application and management plan for the
execution of the Look for Delhi 2010. The Image and Look
programme had a significant impact on the overall perception
of the Games through its focused targeting of athletes, the
global television audience, spectators, sponsors, international
visitors and the people of India.
The Image and Look programme was a resounding success.
From the creation of the Games Logo, lettering style and the
lovable mascot ‘Shera’ – symbolising India’s national animal, the
tiger – to an array of designs and colour palettes. Leading up
to the Games, the city of Delhi slowly but surely donned the
colours of the Games. The bright hues contrasting with each
other provided the vibrancy and excitement as the Games
drew nearer. The venues had their own look and feel with the
Games Village boasting the maximum amount of signage.
In the city bus shelters, metro stations, public transport
and conveniences visually spoke the common language of the
Games. The graphics were also extended to cover the old and
new flyovers creating an all encompassing feel of the Games
reaching out and touching every citizen of Delhi. Delhi 2010 is
particularly proud of the fact that a whole new graphic design
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POST GAMES REPORT DELHI 2010