Elephant designs new look for CLT20 2011 tournament

The mandate was awarded to Elephant after an international pitch

The agency used golden hues as anchors to bring out the team colours
The agency used golden hues as anchors to bring out the team colours

Elephant Strategy + Design was engaged to design the look for the CLT20 tournament which is underway. The agency, which won an international pitch to bag the mandate, worked on the themes, visual language and brand guidelines. 

The agency designed the look of the tournament around the theme of ‘Battle Arena’, where Champions become the modern gladiators who clash for ultimate honour. Since all the teams participating in the tournament 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. 
Elaborating on the usage of the theme, Ashwini Deshpande, director, Elephant Design, said, “The theme of arena has been taken forward on the stadium graphics that run all around the stands and galleries and also the stage on which Jay Sean, Ludacris and Flo Rida performed at the inaugural match. The arena is used as a backdrop to sponsorship screens and player entry screens on channel coverage as well.”
The three primary elements represented in the visual language include ‘The Clash of Honour’ represented by the Collision of Shields, ‘The Horizon of Challenge’ represented by the arena boundary lines in motion at the background bringing the stadia alive, and ‘The Champion Spirit’ derived from cultural inspiration (Sun) representing the power and glory of each champion.
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Campaign India