I love how Pau.se advertise the beanbag as a chair for everyone because everyone deserves a break from work or play. Working on their brand design, logo, and patterns was a real pleasure. See below what symbols I hid within the brand elements.
Pause is such a simple word, which makes it a brilliant canvas for branding ideas – starting with the pause element (two parallel dashes) in their pattern designs.
The pau.se logo has not one, not two, but three hidden meanings!
First, the dot – a symbol of a sudden stop, an end to a sentence, or a long speech. It symbolizes a literal pause, and you feel the need to come to a halt. Dot means rest, and that’s all you want when lounging on a beanbag.
Noticed the crack between the base and top part of the letter U? Well, that’s not a mistake but a playful way to use a negative-space element, which, in this case, is a pause symbol. That’s right, the two parallel dashes sitting on the base of U is a pause symbol.
.se – does it mean anything? Well, yes!.. When you operate in Sweden. .se is the country code and a part of the website URL, pau.se!
Colors: Light brown and Yellow.
Vivid, energetic yellow is not your typical “rest” color, but think of sunflowers and summers and happy vacation times! Warm yellow really makes you feel mellow.
Font: Borg
When I cut the top of the U letter off and the pause symbol appeared, I noticed that it dictates the font. See how square-ish the dashes are? The Borg font has the same angular shape with cushioned edges to make it softer.