Pause-i is a Stamford UK - Psychology Practice. Pause-i (the i is italic). It is a mathematical symbol for an imaginary number: i = imaginary number: in short need this imaginary number to work out the equation. The corporate identity is geared toward selling a product to executives and entrepreneurs. I created a contemporary symbol that is inspired by the classic Cretan labyrinth and the ancient spiral symbols which is one of the oldest and most universal symbols. It represents the cosmic force, a doorway to life, the cycles of time and nature. Also represents the sun, the source of life and enlightenment. Therefore the use of black and gold. Black representing the darkness and empty space. Gold represents the sun and the ‘Golden Mean’. As per Aristotle’s Virtue Theory, ‘golden middle way’ or the desirable middle between two extremes/vices. The use of Gold as colour carries significance. It inspires the reach for the gold which is the end goal for the Pause-i's clients/patients.