#MaulikShares
July 23, 2021
Sharpening my skills as a brand practitioner over the last decade in India and abroad, has given me many stories and experiences. Among them are those from the time when I was left, right and center scouting and engaging with brands across the globe that could do with, well, a new ‘logo’ so to say. Of course, I wanted to talk about long term brand building. But getting in the door with something worth its meat was the first hurdle. A response was…o la la la…a homerun. So, while it wasn’t all honkey-dory, my partner and I, were sending out proposals, solicited and unsolicited, and relentlessly. They included a bank in an island nation, a TV station in Nigeria, a university in Bihar in India, a port, a global association in the Netherlands and even a city in America, and * reveal drumroll* an Olympic game as well. This series is to share a few of those stories, learnings and of course, the work. I will also add trivia, facts and opinions so that it is an enriching read.
Amid an emergency declared in the city of Tokyo due to the pandemic, there is a rising public sentiment against the city hosting the previously deferred 2020 Olympic games this year. Simultaneously, the 2022 Beijing Winter Olympics is also staring at a possible boycott in a diplomatic call made by Nancy Pelosi against China.
Mention of both the games stir me up, both as a Brand Practitioner and personally.
On a personal front, I was to witness the Tokyo games as my first Olympic. I had booked my tickets and the excitement was palpable to all whom I spoke of it to. Of course, this was before Covid-19 became full-blown and rendered the Olympic as a pipedream for me.
Its fate is uncertain as of now with contradictory statements and stands.
But then the 2020 Tokyo Olympic games have faced other unfortunate events in the past. The most notable was the logo plagiarism controversy that plagued it. Kenjiro Sano, the designer of the original logo was pinned by Belgium’s Théâtre de Liège emblem. Such highprofile assignments, of course, have always faced controversies time and again.
The original Tokyo games logo and the Theatre De Liege Logo
There can debates about the above comparisons. Some may say that ‘designs done simply using basic geometric shapes can appear similar’. Other may question the ‘uncanny similarity’.
Finally, a new chequered-style logo was adopted. It is a pattern inspired from the Japanese Edo period. Notably, it tries to cash in on the popularity and familiarity of chequred patterns countries across the world throughout history.
The official Tokyo 2020 games logo
Three different rectangular shapes represent diversity.
Diversity makes the world a vibrant place.
It sets us apart but can bring us together.
With mutual respect and support, diversity becomes unity.
These two emblems are made of the same number of shapes.
They remind us that all people are equal.
That regardless of ability or disability, we are united in our humanity.
The thrill and excitement of sports inspires us and makes
hearts around the world beat together as one.
This is where a dazzling future begins.
Interestingly, an unofficial logo, created by designer Daren Newman, went viral during the time. It was praised for ‘elegantly capturing the spirit of the games and the Japanese city’ according to a news reports.
The report further said that the logo “…design plays with the shapes of the Olympic rings and makes them read '2020'. It also fills in the red ring to make it look like the rising sun disc found on Japan's flag.”
The unofficial rendition by Daren Newman
However, as striking and relatable as the logo may be, it has fundamental problems. It does not adhere to foundational guidelines. It conveniently forgets that the Olympic games is a brand too, and its identity too has usage guidelines. The rings are identifiers that cannot be played with – distorted, recrafted or filled with color as seen in the concept. So, there imagination may be beautiful, but from a brand perspective it is a ‘royal fail’. More so, compared to the current logo with Edo period connect that evokes curiosity and allows for extending brand Japan’s image beyond the mere ‘rising sun’, the unofficial logo is at best a ‘work of art’. A brand logo can, and ideally should try to, optimally take more load beyond mere beauty.
It was around the end of 2016. The importance of Olympic game logo usage guidelines became clear when the international call for creating the design emblem for the Olympic and Paralympic Winter Games Beijing 2022 was announced. I am not sure, if I had read about it at that time or later – but it was a unique coincidence that was to take place. China was to become the first country to host both the summer and winter Olympics in 2022. I think that is also when I realized the concept of summer and winter games. I also realized that along with the logo of the main games, the logo design also needs to account for the Paralympic games.
Coming back to the Beijing games, I was sitting in Africa and my mate in India. We felt such a turbulence of emotions gripping us when we saw the submission documents. Yes, there was the world to read. The language was not understandable at first go. There were questions we had but did not really know how to answer them.
Nonetheless, sleepless nights were spent over crafting a proposal that we are proud of. Like some of the titles of concepts considered for the current Tokyo games identity, like ‘Connecting Circle, Expanding Harmony’, ‘Surpassing One's Personal Best’ and ‘Flowering of Emotions’ among other, we called our concept ‘The Pure Play Flower’. It was inspired by a combined inspiration of kids playing without inhibition in snow in the spirit of playing and the plum blossoms representing the Chinese winters.
Our logo is best described by a line from a Chinese poem, “…the fragrance of plum blossom comes from bitterness and coldness…” synonymous to the sporting souls that are tempered through the sufferings. The pure play flower celebrates their growth of inner strength and unbending spirit.
The following narrative was written (in line with narration of the Tokyo games above):
Winning or losing doesn’t make memories.
Living through the winter on the games field does.
It’s where the players leave their mark for eternity.
For the winter is harsh but spirits have survived.
Nations have been made proud.
Hearts have come together.
The ice may melt. Memories never will.
The snow will return to create new memories.
Old ones will fondly smile beneath etched in ice forever.
The PURE PLAY FLOWER will live forever.
The human spirit will be intact forever.
The Olympics and Paralympics will bloom over and over again.
It is all about PURE PLAY.
Following is the visual rendition of the work:
Proposed identities
No. We didn’t.
Chinese graphic designer Lin Cunzhen – then an Associate Professor at the China Central Academy of Fine Arts did. Interestingly, she was also co-designing the logo for the Nanjing 2014 Youth Olympic Games. And now, she works for the Culture and Ceremonies Department of the Beijing 2022 organizing committee. (Are you smirking? We did too.)
The winning work
About the work: The work is named “Winter Dream”. The emblem is inspired by 冬, the Chinese character for “winter”. A statement from the Beijing Organising Committee (BOCOG) says – “The ribbon-like motif in between, full of rhythm, stands for the host country’s rolling mountains, Games venues, ski courses and skating tracks. The ribbons, as artistically expressed in the emblem, give a touch of festivity and are an indication that the Games coincide with the celebrations of the Chinese New Year.” The statement further says, “The Paralympics logo, meanwhile, is based on 飞, the Chinese character for “fly”, and is styled to evoke the image of an athlete in a wheelchair “rushing towards the finish line and victory.”
Creating the Olympic proposal was an immersive experience. Not only the concepting or design, the learning, and the process to submit work for such initiatives remains for a lifetime. There is a sense of confidence that carries one forward. Not to forget how we come to appreciate culture. And because you take that one step to expose yourself, new knowledge seamlessly unfolds before you. The correlations, the way today when we see the Tokyo games work vis-à-vis our work gives perspectives and last, but not the least, brings a smile. It feels that at least one has tried.
As a brand practitioner – who does not believe in the divide between strategy and design – I can only say that as professionals on should jump on to opportunities. Reach out. The world is connected more than ever. Grow. The choice is yours. Try it. If you have done so, great. Keep going. If not, I can only give a clarion call – ‘Let the games begin.’
P.S. We had made one big mistake then. Funnily, it is no more a mistake today. So, what had happened? While we made the logo identities then, we missed using the ‘Paralympic Games’ in our logotype. The Paralympic emblem is called ‘agitos’ in general (just like the ‘Olympic Rings’) and it contained the words. But in 2019, the International Paralympic Committee (IPC) dropped the words in the Paralympic emblem as such differentiations are not seen in its Olympic counterpart identity. In fact, the words do not appear in the Paris and Los Angeles games logo of 2024 and 2028 respectively. Also, the Beijing games altered the Paralympic logo accordingly. But hey, inadvertently, it was us who got it right the first time. Hahaha! That’s on a lighter note.
The Original (L) and the Revised (R) versions
Partner
With 15+ years of spatial design experience, Sveta leads the team that helps extend brands to three-dimensional spaces. She has the ability to visualise intangible attributes such as brand positioning and translate them to materials, finishes and furniture in every space. Her belief is simple – ‘every detail in retail design has to reflect the brand.’ Over the years she has worked with some of the biggest brands in the hospitality and retail industry. At ABND, she is pivotal in projects that require branded interior design, retail design, way-finding and signage systems. Sveta is as defined and disciplined in dance as she is in her work!
March 1, 2018
The pioneer of liberal education in India, Pune based FLAME University is creating waves in liberating young minds. Over the years, the institution has built a reputation for itself that is significant enough to reckon with. Built on the methodology of psychologist Howard Gardner’s ‘multiple intelligence,’ there is a renewed focus on interdisciplinary learning. A vast array of options lies for students as there are over 250 unique major-minor combinations to choose from here. While you can major in subjects like Economics, Psychology, International Studies, Environmental Studies and Journalism, you can also graduate in Dance, Music, Theatre and Design. At FLAME, you could also do a BSc in Applied Mathematics and BBA degrees in Finance, Marketing, Communications Management, HRM, Operations and Entrepreneurship.
At a time when private players are still not trusted in the field of higher education, FLAME University is still a clear preference for young minds, owing to its unique approach. The string of collaborations it has made makes it an institution of excellence which stands out. Renowned foreign universities including Nuffield College, York University of Canada, and Wellesley College, Babson Collaborative and other institutes of repute have tied up with FLAME University.
At ABND, FLAME University was given a rejuvenated identity. Several competing institutions offered Liberal Education as part of the curriculum as well. In an attempt to set themselves apart from the clutter, FLAME University needed to rebrand themselves by giving Liberal Education a new way of expression we proposed for them – ‘Diversity of the Mind.’ To know more on how this reputed institute was envisioned anew and given a dynamic visual identity. To know more Click Here
Founder-Partner
Kunal says, “I’ve no specific talent, I’m merely inquisitive.” While his past experiences include product design, retail branding, packaging and design for manufacturing his true passion lies in branding and strategy. He’s the go-to person whenever the crafting needs finesse or the creation needs a fresh perspective. A certain sixth sense guides him in business and branding, honing the skill through experience. Kunal is also a guest lecturer and visiting faculty at a college in Mumbai, teaching branding to young bright minds.
February 27, 2018
Coming into view, the emerging logistics company, Grab, have recently received heavy government investment backing from Small Industries Development Bank of India’s wholly owned subsidiary, SIDBI Venture Capital Limited. Pratish Sanghvi, the co-founder of Grab, said that this funding of $1.5million is detrimental to their growth as the company is currently working on a crowdsourcing distribution model. SIDBI has joined a list of their big investors including Aramex, Zomato, Sixth Sense Ventures and Oliphans Capital. In spite of the hyperlocal delivery space being overcrowded, Grab was a prominent player for SIDBI to consider because of its sector-agnostic approach and its high chances of being EBITDA positive.
Providing hyperlocal and intracity logistics services to businesses including restaurants, food tech platforms, pharmacies and banks, Grab was once only doing food deliveries, being known as Grab-A- Grub. ABND had worked on the brand’s identity when they wanted to expand from being a food delivery startup to an all-encompassing hyperlocal logistics company. Changing from Grab-A- Grub to Grab, their rebranding made for a more sharper and agile brand. To know more Click Here
February 22, 2018
Thursdays at ABND just got chocolaty! Each of us brought our favourite chocolate to office. There was a huge goblet brimming over with chocolates of all kinds, apart from our favourite ones too. In a game of passing the parcel, the rubik’s cube filling in for the parcel in the last moment, the chocolates were exchanged amongst the chocoholics! What you got to pick in the lottery became your chocolate.The twist in the story came with the fact that the last person to pick her own chocolate in the lottery, got a chance to win the entire Goblet of Chocolates! Poornima won the Goblet. Following that we quirked it up by trading some of our chocolates with the Goblet Queen. It was a fun trade off. There were some toothaches after, but it was a happy sugar rush.
February 19, 2018
After back to back workshops and presentations through the weeks, the team felt like taking a break under the sun. Around the coffee table, there were some games and some lively chatter. While we had started the day all pumped up with a presentation for brand identity that went down well with the client, we ended the day on a light note at a coffee shop. From acting out the weirdest of movie names like ‘Matru ki Bijli ka Mandola’ and ‘Chameli ki shaadi’, we had great fun breaking down apparently simple ones too, when playing dumb charade. All of us had a crazy good time guessing interesting symbols and rhyming words when dissecting and decoding the films. We, at ABND, love our breaks as much as we enjoy the action!
Associate-Strategy
An experimenter at heart, Nikita’s experiences in interior design, sculpture design, advertising and branding has made her flexible to new ideas and new spaces. Nikita is a certified scuba diver. She has her own website, showcasing beautiful illustrations and paintings. Her art speaks of her love for animals and her admiration for the creatures of the sea. She loves to travel around the world and brainstorm on challenges.
Associate-Strategy
Stringing up the world with words, Sumanjari is driven by creativity, but with a purpose. Munching at her table always, she can (over)think but not on an empty stomach. She loves her coffee bittersweet and her strategies well researched. Academically inclined, she has written research papers on a wide range of topics from religion and music to branding to euthanasia. Sumanjari values spending time with her students, lecturing at a college by the weekends apart from her engagement at ABND.
Head-Creative
With a strong influence in the Applied Arts, our happy-go-lucky green haired creative lead has been a constant in team ABND right from its founding years. She is always humming a tune or two and livening up the pulse of the workspace. Ekta’s optimism and openness to new ideas fuels her creative best. Quirking it up in her attire, food and art, Ekta’s innovative at heart. She has a childish impulse of surprising others. Her love for bikes and nature deserves a special mention!
Founder-Partner
Priyanka Sachdev Shahra is a design thinker and serial entrepreneur. Her passions lie in bringing meaningful projects to life. Priyanka’s experience with entrepreneurship begun in 2010, when she cofounded ABND with Kunal Vora. Always having strongly felt for what’s environmentally and socially sustainable, she set up One With Earth in 2014 as a vehicle to support such projects. She has also been involved in an interesting venture which is a first of its kind in Singapore, an online swapping platform called Swapaholic. Priyanka manages the Singapore office of ABND.
Associate-Creative
A woman of less words and more action, this designer on the dot likes to keep it short and sweet. Having mastered in design in college, Poornima is driven by discipline and style. Zumba is a favourite pastime and she is also passionate for the cause of saving stray animals. Simplicity is what defines her spirit, whether she is designing or talking.
Associate-Creative
Debugging and resolving errors, Hitesh is the techie in the house responsible for digital and web strategies. A smooth operator, he is persistent in problem-solving. He is very passionate about solving the Rubik’s cube and we can see him at it often. We can tell that at school he must have been immersed in his science projects, which led him further to study information technology. In sports too it’s always the technique which fascinates him. The music in his ears is always loud enough for the entire office to hear!
Associate-Creative
With several years of experience in Interior Design, Deepu is the go to guy for detailing each space to the T. He lives Mies Van Der Rohe’s quote “god is in the detail”. His experience helps the team visualize design concepts from a detailed point of view, mapping it on to real spaces. A quiet and simple soul, we can always see Deepu working at his desk with complete concentration. A workaholic at heart, he is also a cricket buff and a harmonium player. He likes sticking to a rule book but won’t mind swinging to a catchy rhythm when he’s off work.
Administrator
Organized and to the point, our administrator likes keeping the house in order. Florie also has varied talents in cooking, sewing and embroidering. Diligence drives us as a team and so does it drive the person who holds the pack together. Florie is fond of country music and likes reading murder mysteries.