Software: Illustrator CS4
There is a trifling but painful story behind the making of toonz.
Last year I was so disappointed with the fate of my previous company after a well-orchestrated financial fraudulence by its CEO and owner. It failed miserably in the market due to financial irregularities and less transparency.
After achieving the award for a best expanding retail stores even at the time of recession, we met a harrowing time in our life. Widespread panic among professionals in Bangalore was visible.. Even reports were coming about the suicides of employees in IT companies. We had no other way left except quit the company. We, a team of 18 people quit one day. (the compensation promised is not paid even today.) The same Split group planned a new company at the same segment in retail market. But due to the recession, our effort to draw financial assistance form any quarters haven’t met any success. Our team mates waited for the birth of the new company but it didn’t draw any attention from venture capitalists or any other investors. .. One by one.. all aspirants of our new company have joined in some other companies and a few left on board… my mind was losing confidence when anxiety about financial crisis soared.. and was resorting to some self-emancipating smokes to tide over all the vagaries of the deluge of financial meltdown. We felt like everything around us built on capitalist speculations.. Doom day is coming..??? many of us opined like that.. A few left in our team , 3 directors, and a fashion designer, and a financial manager. I left to kerala by losing what ever I earned financially from my Bangalore life. Selling everything ..from my T V to house hold utensils to my bike to……..i remember.. At least I left with my computer..my saviour..My closest pal..I couldn’t find anybody whom I helped financially in my good time to solace me, to mop my tears or at least to .…In kerala I reached as the same what I was before coming to Bangalore 6 years back …for 8 months..I lived a gypsy, a nomad, a drunkard. A lover…an anarchist. Like an orphan’s life in an unaccepted folk song…After 8 months….
I have been called to Bangalore for a discussion about the launch of our new company and to do the initial design works. The name toonz finalized and I have been asked to do some logo samples for toonz. Our concept was to get copy rights of iconic cartoon characters and design, produce and sell products for kids. So cartoon stuck in my mind and thought of doing some logo related to cartoon. I submitted the samples and we gone for voting. Apart from the voting I took all the samples to many kids to know which one they like most. The logo which got more votes from the kids and other teammates was finalized. The toonz was born… I am thankful to my 3 directors for giving me hope at all my difficult time.
Now Toonz Retail Indian Pvt Ltd, is where I am a solid part.
The ToonZ logo is a blend of modernity and Innovation in kids retail segment. The stylized round font encapsulates the softness and tender feeling towards kids and aims to showcase the magical experience of international fashion at indian price. The two jelly balls in the logo shows the sweet candies which has been the much sought confectionery for kids. It creates an ambience more sweet for kids. The Toonz epitomizes fashion, Innovation, and the over all kids mind, and this has been astutely brought out in the look and tone of the identity conceptualized…
Now I breath perfectly ….standing on the debris of the collapse of many colossal dreams, most of the cases it was because of the unprecedented flood of financial crisis. Now I can have a drink with you and take any challenge in my future. I am thankful to those who left me in lurch, and teaching me what a relation, a love affair, a friendship is…..and making me experience what a compassion of a hot breath and a wild kiss is…