The Indian Olympic Association (IOA) on released a new branding and visual identity, including an institutional and a commercial logo, to commemorate 100 years of India’s participation in the Olympic Games.
The new logos have been recognised by the International Olympic Committee.
The decision to adopt a new identity was taken “on the occasion marking 100 years of participation of Indian athletes at the Olympic Games, the new identity celebrates a century of passionate work, and contribution of the athletes and officials from across the nation in building Team India,” IOA stated in a Press release.
A joint statement issued by IOA president Narinder Batra and secretary general Rajeev Mehta read: “The new logo of the Indian Olympic Association is a symbol of our country’s identity and our values in sport.
“Designed to be carried with pride as our athletes take to the world stage, representing Team India, the new identity is a proud celebration of tiranga, the pride, dignity and a lifetime of determined hard work of our athletes and the values of unity, friendship and merit, upheld by the IOA.”
The previous institutional logo which drew its inspiration from the ‘Star of India’ hat was adopted during the period of British Raj in the Indian subcontinent and has been used since the formation of the IOA till date.
The new logos have been approved by the International Olympic Committee. The IOA will formally launch the logo during a special event on August 15, the Independence Day.
“In sport, this is the moment when our athletes take to the playing field or the podium, or begin their victory lap, while waving the Indian flag,” the IOA statement read.
“The new identity of the IOA celebrates this moment of pride with the tricolor built into the typography. The negative space between the and N is symbolic of ”1”, representing unity of team and the nation. Uniting India, with its true identity in a modern yet timeless manner.
“The flag at full-mast represents the pride we take in our athletes, every time they step onto the arena. The new logos are approved by the International Olympic Committee.”