I’ve been a fan of Avid systems since the early 90’s, and have helped them financially navigate the expensive technology curve with a passion like no other video editing company. But as an image based brand, even their own visual positioning seemed, well… a bit geeky. Over the years, Avid acquired a host of related companies Avid, Digidesign, M-Audio, Pinnacle Systems and Sibelius – each of which were completely independent of one another, yet each integrally tied to the product line and “master brand”. In classic form, Avid had become a fractioned brand suite of companies entirely through its own development.
And so it seemed logical for Avid to redefine itself visually to encompass these integral product lines. “It’s not really a rebranding” says Thomas Ordahl, corporate brand strategy director, “because we previously went to market as five different companies, and Avid was just one of them, more a product brand than corporate. It is now all of them, and really a new brand.”
I purchased my first Avid sometime in early 1990 – the Avid Media Composer, whidh was at that time the first digital editing system to replace traditional tape-based systems. Today, “The Avid” is still used today by the a sizeable percentage of the world’s professional film and television editors.
Today’s visual repositioning has resulted in an interesting, clever mark for the suite of companies. Some might say it’s not an easy mark to read, making the mark less than effective. But to me, given the company’s history and current product line of video and audio bases system – I think it’s on target.
“Volume up, volume down, play, pause, record and forward, signaling unification of the company’s core audio and video offerings, signaling a unification of the company’s core audio and video offerings.” confirms CEO Gary Greenfield.
What do you think about this new visual identity? Have you had experience with the Avid product line? Will this help take this suite of companies into their next phase of operations successfully?