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Festival of Creativity
27 - 29 September 2017




CategoryA01. Corporate Identity Schemes
Entrant Company:TAPROOT INDIA Mumbai, INDIA
Design/Advertising Agency:TAPROOT INDIA Mumbai, INDIA
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.