86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.

Category

Award

PAUSE

ClientLINGO INDIA
ProductAUDIO STOCK BANK
EntrantTAPROOT INDIA Mumbai, INDIA
Type of EntryCorporate or Brand Itendity
CategoryCorporate Identity Schemes
TitlePAUSE
Product/ServiceAUDIO STOCK BANK
Entrant Company:TAPROOT INDIA Mumbai, INDIA
Design/Advertising Agency:TAPROOT INDIA Mumbai, INDIA
Credits
Name Company Position
Santosh Padhi Taproot India Chief Creative Officer
Agnello Dias Taproot India Chief Creative Officer
Santosh Padhi Taproot India Executive Creative Director
Agnello Dias Taproot India Executive Creative Director
Santosh Padhi Taproot India Art Director
Santosh Padhi Taproot India DESIGNER
Ashish Kalpund Taproot India DESIGNER

Brief Explanation

Since the service was aimed at members of the sound recording, music and allied industries, the brief was to create a logo that immediately identified itself with the most commonly associated act of audio stock marketing. And do this by using a graphic icon that not only was aesthetically engaging but also quickly identifiable to members of the community.

Describe the brief from the client:

The challenge was to create a conceptual visual that was graphic in its simplicity and yet loaded with all the allusions to real life TG behaviour. The key objective was to create a logo that was true and real and yet symbolic of all the TG associated the category with.

Description of how you arrived at the final design:

The conceptual idea came out of an observation that the most common act in the process of audio stock buying was the pressing of the play button and the pause button. The play button obviously played all the stock but the pause button was commonly employed when the right audio piece was identified as shortlisted. Therefore the pause button became symbolic of the correct choice. The simply parallel line graphic of the pause symbol was then used in a simple, bold, telegraphic manner to blend into the name.

Indication of how successful the outcome was in the market:

PAUSE is now a flourishing audio stock resource for much of the film, advertising and recording community. There is instant recall of the name and the symbol, so embedded as it is, both in consumer behaviour in the act of buying stock and as a graphic icon.