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Journalism of Courage
When Bangalore-based Idiom Designs and Solutions won the mandate for coming up with the look for the Commonwealth Games (CWG) they were clear about avoiding cliches about India. We did not want to rely on typical metaphors about India. So we had to dig into our history and scrape out something that was new and improvisational, says Sonia Manchanda,Principal Designer,Idiom,who was in-charge of a team of designers,artists and technicians behind creating the logo,pictograms,mascot,branding graphics and the look of the cultural and heritage arenas for the Games.
In less than two years,Manchanda worked in tandem with the two groups of teams from Delhi and Bangalore to come up with the designs that are a visible part of Delhis landscape now. The hardest part was designing the logo which formed the backdrop to all the other designs and was the signature element which imbibed the spirit of the Games, she continues. For the logo,which looks like petals spiraling upwards,Idioms design teams incorporated the 24 chakras of the National Flag to symbolise movement,self-reliance and the independence of India. The idea behind the logo,says Manchanda,was to have something that could prove inspirational,youthful,festive and celebratory and the rising chakras capture the energy and spirit of the nation. Once the logo was in place,Idiom got working on the mascot of the Games,Shera,which was inherited by them. Shera looked sloppy and non-athletic when it came to us. He needed to look proud and confident with a broad stance and inspire the youth to come out and be actively involved with the Games, says Manchanda,who did not take much time in settling the look for Shera.
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