Coca Cola India launches visual identity system for CWG, Delhi
09 Sep 2010
Coca-Cola India, the official beverage partner of the 2010 Commonwealth Games, today announced the launch of its new visual identity system (VIS) and logo for the games in Delhi.
Conceptualised on the platform of ''Go Dilli, Let Sports Win'', the new VIS encourages people to participate in and support the upcoming Commonwealth Games.
The new identity and an extensive outdoor campaign will be used to activate all competition and non-competition venues of the Commonwealth Games including the games venues, training venues, games village and others.
''The new identity that we have launched today will help us leverage and build excitement for the Commonwealth Games in Delhi, long before the first medals are awarded in October,'' said, Atul Singh, president and CEO, Coca-Cola India.
The VIS has been developed by US-based design firm Iconologic and has been inspired by the Chakra in Commonwealth Games logo, the cultural symbol of celebration - Ambi or Paisley and the architecture of Lotus temple in Delhi.
The visual identity will be integrated extensively in packaging, point of sale materials, product delivery trucks, equipments, and out of home media. The campaign for the Games has been developed by McCann Erickson.
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