PAUSE by Taproot Mumbai for Lingo India

PAUSE

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Industry Consumer & Public services
Media Design & Branding
Market India
Agency Taproot Mumbai
Copywriter Agnello Dias
Designer Santosh Padhi, Ashish Kalpund
Released March 2011

Credits & Description

Category: Logo Design
Advertiser: LINGO INDIA
Product/Service: AUDIO STOCK BANK
Agency: TAPROOT INDIA
Date of First Appearance: Mar 14 2011
Entrant Company: TAPROOT INDIA, Mumbai, INDIA
Chief Creative Officer: Santosh Padhi (Taproot India)
Chief Creative Officer: Agnello Dias (Taproot India)
Executive Creative Director: Santosh Padhi (Taproot India)
Executive Creative Director: Agnello Dias (Taproot India)
Art Director: Santosh Padhi (Taproot India)
Designer: Santosh Padhi (Taproot India)
Copywriter: Agnello Dias (Taproot India)
Designer: Ashish Kalpund (Taproot India)
Media placement: USED ACROSS ALL IDENTITY - USED ACROSS ALL IDENTITY - 5 March 2011

Describe the brief from the client
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 challenges and key objectives
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.

Describe 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.

Give some 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.