All the action and colour of Champions League T20 2011 can be seen not only on the field but also in the new look of the tournament. In keeping with the spirit of the season, strategic design consultancy firm Elephant was engaged to design the look for the tournament which got underway from September 23, 2011. The mandate was awarded to Elephant after an international pitch.
Elephant’s responsibilities include theme building, visual language and brand guidelines for CLT20, the look and feel at the stadiums for the leagues as well as teams, merchandising and other collateral elements, guidelines for use of identity in kits, uniforms, bats, balls, stumps, city-specific branding elements and event collaterals, and guidelines and storyboards for broadcast graphics.
Ashwini Deshpande, Director, Elephant, elaborated, “While the logo remains the same, what has changed is the theme and graphics or visual language that are woven around all the touch points. The visual language or ‘the look of the tournament’ is designed using forms and colours of the logo to build a dynamic world of excitement, necessary for a sporting event. The visual language and theme will change every year.”
The client’s brief was to bring alive the excitement and the premium positioning of this unique, international tournament. To incorporate all these elements into the visual language, Elephant decided to use the shining gold colour to bind them all. Deshpande explained, “Since all the teams have their individual identities and colours, and this being a premium international sporting event, golden hues were used as anchors to bring out the team colours and create excitement in the visual language. We decided to incorporate warm colours and the Sun to represent the culture of our country and to suggest the spark inside every single player in the tournament that makes him a champion in his own right.”
The new look has been designed around the idea of a ‘battle arena’, where the champions are modern gladiators who clash for the ultimate honour. Three primary elements have been represented in the visual language:
• The Clash for Honour: represented by the collision of the shields
• The Horizon of Challenge: the arena boundary lines in motion in the background, bringing the stadia alive
• The Champion Spirit: Derived from the Sun, a cultural inspiration, representing the power and glory of each champion
About four months ago, a team of six began work on reinterpreting the visual language. “We have created around 500 applications of the theme which can be seen in the stadia, visual storyboards for channels and websites, guidelines for merchandise, T-shirts, uniforms, medals for the winning team and the runners up, the golden bat and golden stump (lapel pins) for the best player of the tournament. About 100 different interpretations can be seen in the stadia itself,” Deshpande said. Since the matches will be played across three cities – Bangalore, Chennai and Hyderabad – there will be a change in the visual language for the venues in different cities as a result of different interpretations.
Elephant is India’s largest independent strategic design consultancy with offices in Pune, Delhi, and Singapore. With over 20 years of experience across diverse domains, Elephant’s client list includes ABD, Akzo Nobel, Axis Bank, Britannia, Dulux, Heinz, Nirlep, P&G, Piramal Healthcare, Sakal Media Group, Symphony, Venky’s, and Wipro, among others. The Elephant team had designed the look for the Commonwealth Youth Games in 2008. Elephant was recently empanelled by the Singapore Government as design facilitators to Singapore-based enterprises under the ‘Design Engage’ programme.