Procam International recently announced that the iconic Mumbai Marathon changed hands for their title sponsor and Tata has some aboard for the new sponsorship deal. The event will now be called Tata Mumbai Marathon.
Driven by the change, the event wanted to revamp its identity. Infectious Design, a division of Infectious Advertising, designed the new identity of the Mumbai Marathon. The Tata Mumbai Marathon is one of the top 10 marathons in the world and with the new avatar, Procam wanted a logo that captures the spirit of the people of Mumbai and also integrates the humane philosophy of the new title sponsor – Tata.
The new logo designed by Infectious Design does just that. Khalid Khatry, Head, Infectious Design, said, “The inspiration for the Tata Mumbai Marathon logo is the shape of Mumbai city itself. The map of Mumbai, the city of dreams, looks uncannily like a running man. From the negative space around the ‘seven islands of Mumbai’ emerges the shape of a runner, energetically moving forward like the bustling city itself. The logo’s vibrant colours represent a celebration of the diversity – the true spirit of a cosmopolitan Mumbai.”
Vivek Singh, Joint MD, Procam International, said, “We are proud to launch the new logo of the Tata Mumbai Marathon on the landmark 15th edition. We wanted to create a new identity for the event and a logo that would reflect the holistic nature and emotions of Mumbai along with the spirit of the marathon. This new logo and its colours represent the true essence of a marathoner, and seamlessly blend the geographical aspect of the host city. Many congratulations to the team at Infectious for showcasing our vision so vividly and capturing the essence of Tata Mumbai Marathon so beautifully.”
Ramanuj Shastry, Co-founder and Partner, Infectious, said, “Not often does one get to create a logo that thousands will wear proudly on their chest and kiss on their winner’s medal. It’s a massive honour to create a logo for something as huge as the Tata Mumbai Marathon. Feeling very proud and humbled at the same time.”