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Designing Identity:

Designing Identity:

Pause


Pause

For Pause, I designed and re-designed logotype, identity, and branding that had to evolve as the company did. Pause started not as a travel company, but as a travel technology company presenting a new way to plan and book / interface with existing booking systems to make it easier to book curated travel experiences — experiences that are otherwise difficult to book. As the company moved to luxury curated travel experiences — and a luxury clientele — Pause's branding needed to grow into facing a different set of prospective travellers.


Here, the logotype had to generate excitement for booking limited curated travel experiences while displaying a sense of ease of a friendly UX/UI — and had to do so across both generations 'X' and 'Y' in upper-middle to upper brackets, based primarily out of the US. With that, I worked closely with the company's founder to find a name and make a logotype giving a true-and-trusted, definitively worldly, yet relaxed feel — cleaner typography-based lines; yet, with pleasantly rounded corners.

For Pause, I designed and re-designed logotype, identity, and branding that had to evolve as the company did. Pause started not as a travel company, but as a travel technology company presenting a new way to plan and book / interface with existing booking systems to make it easier to book curated travel experiences — experiences that are otherwise difficult to book. As the company moved to luxury curated travel experiences — and a luxury clientele — Pause's branding needed to grow into facing a different set of prospective travellers.


Here, the logotype had to generate excitement for booking limited curated travel experiences while displaying a sense of ease of a friendly UX/UI — and had to do so across both generations 'X' and 'Y' in upper-middle to upper brackets, based primarily out of the US. With that, I worked closely with the company's founder to find a name and make a logotype giving a true-and-trusted, definitively worldly, yet relaxed feel — cleaner typography-based lines; yet, with pleasantly rounded corners.

I used these lines/ rounded corners to call to memory the rounded corners of plane windows, evoking both the experience of travel — and a familiar feeling of inviting infinite possibilities as we look out onto the horizon once we are in the air. Rather than simply imply it, I decided to show it; that is, to let viewers look into amazing moments awaiting them on their journeys.


I used these lines/ rounded corners to call to memory the rounded corners of plane windows, evoking both the experience of travel — and a familiar feeling of inviting infinite possibilities as we look out onto the horizon once we are in the air. Rather than simply imply it, I decided to show it; that is, to let viewers look into amazing moments awaiting them on their journeys.

Next, I refined the 'Pause Windows' to benefit from the constraints inherent to how an app is displayed. As an app or app shortcut to the site, the logotype element now becomes a literal ‘pause button’ where you could ‘hit pause’ and travel. Now, the app iconography, in itself, is exploited as an additional call to action for prospective travellers.

Next, I refined the 'Pause Windows' to benefit from the constraints inherent to how an app is displayed. As an app or app shortcut to the site, the logotype element now becomes a literal ‘pause button’ where you could ‘hit pause’ and travel. Now, the app iconography, in itself, is exploited as an additional call to action for prospective travellers.


Tags:


+graphic design

+graphic design

+graphic design

+logo, identity, and branding

+logo, identity, and branding

+logo, identity, and branding

+contact cards and stationery

+contact cards and stationery

+contact cards and stationery

+partner gifting and packaging

+partner gifting and packaging

+partner gifting and packaging

+brand strategy

+brand strategy

+brand strategy

+site design

+site design

+site design

Connect on LinkedIn

Let's Start Designing

Connect on LinkedIn

Let's Start Designing