Tanishq

A logo filled with molten metal, with a jingle timed to the pour.

Discipline: Motion Design
Work: Animation · Sound
Format: 1920×1080 · 6–9s

An outro sting for Tanishq: the few seconds at the end of a film where the logo arrives. There is no room for a story, so the idea has to fit in one gesture.

The logo is treated as a mould. Molten metal runs into the letterforms until they fill, catch the light and cool. It looks like jewellery being made.

The Outro

Four metal finishes of the same animation. Switch between them and turn the sound on; the jingle is timed to the pour.

Gold: the default finish, and the closest to the brand's own metal.

How it holds together

Four decisions carry the piece.

The mark is a mould

The logotype is never drawn on. Metal enters the letterforms and rises until the mark is complete, so the logo looks cast.

Black does the lighting

The background stays near black, so the metal is the only lit thing in frame. Highlights read as reflections, and the falloff at the edges makes it look like liquid.

Sound follows the pour

The audio is cut to the animation, with a beat under the pour, the settle and the final catch of light. With the sound off the film still works. With it on, it lands harder.

One animation, four finishes

Gold, silver, maroon and white are the same animation in different metals, so a channel can pick one that suits its edit. Gold is the default.

Timing

The gold and white cuts run six seconds. Silver and maroon run nine. The longer cuts add no content: they hold on the metal after the mark is full, so it can cool and settle before the frame ends.

Six seconds is the working length: long enough for the pour to read, short enough to sit at the end of a film.