In 1983, the Japanese electronics and materials manufacturer Taiyo Yuden entered the highly competitive consumer audio market with the launch of the 'That’s' brand of cassette tapes. Already respected in industrial circles for their advanced electronic components and ceramic capacitors, the Tokyo based firm applied their deep chemical expertise to magnetic recording media. Their primary goal was to capture the premium audiophile segment, focusing specifically on high bias Type II and metal Type IV formulations that could rival the established industry giants.
The visual identity of the brand was instantly striking and confidently modern. The logo utilised thick, heavily weighted typography, typically presented in stark black against a crisp white background. Its most distinctive feature was the clever use of a vibrant red inverted triangle to serve as the apostrophe. This clean, geometric design language effectively communicated a sense of Japanese high technology and precision engineering, standing out boldly on shop shelves amidst a sea of more traditional branding.
Upon introduction, the reception from the European and Japanese hifi communities was exceptionally positive. Audio critics were quick to recognise the superior recording characteristics of the tapes, noting their remarkably low noise floor, high coercivity, and ability to handle significant recording levels without introducing distortion. While they lacked the massive marketing budgets of their mainstream rivals, the brand rapidly cultivated a dedicated following among critical listeners who prioritised uncompromised sound reproduction over simple brand familiarity.
The commitment to material excellence peaked in the late 1980s and early 1990s with the introduction of their reference series, most notably the legendary Suono line. These premium cassettes featured incredibly robust, anti resonance shells designed by the acclaimed Italian industrial designer Giorgetto Giugiaro. By combining heavy, vibration damping casings with their finest metal particle tape formulations, Taiyo Yuden created a recording medium that pushed the absolute technical boundaries of the compact cassette format.
Although the brand eventually withdrew from the analogue audio market to pioneer the development of the recordable compact disc, their legacy within the cassette era remains immensely respected. The contemporary revival of the compact cassette has introduced a new generation to these high performance tapes. Today, sealed vintage That’s cassettes, particularly the Giugiaro designed metal variants, are highly prized by collectors and tape deck enthusiasts, frequently commanding significant premiums on the secondary market.
This display piece accurately replicates the bold typography and the iconic red triangular apostrophe of the revered Japanese audio brand. Featuring a textured, dark face with a striking white surround, it faithfully echoes the handsome aesthetic of their classic cassette packaging. The item acts as a superb addition to a vintage tape collection, a dedicated hi fi listening room, or a curated workspace celebrating the golden age of analogue audio.
Approx 6-7" wide with a unique textured surface, this 3D printed model is made from high-quality, recyclable PLA, both lightweight and durable, making it an ideal display piece.
Please note that as each piece is made to order, there may be slight variations in colour and finish.
Customisation Options: We're happy to accommodate any special requests or customisations you may have in mind. Please don't hesitate to contact us with your ideas.