AVID IDENTITY by Brand Union for AVID

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AVID IDENTITY

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency Brand Union
Executive Creative Director Wally Krantz
Released April 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: AVID
Product/Service: DIGITAL MEDIA TECHNOLOGY
Agency: THE BRAND UNION
Date of First Appearance: Apr 20 2009 12:00AM
Entrant Company: THE BRAND UNION, New York, USA
Entry URL: http://www.avid.com/
Design Director: Dennis Thomas (The Brand Union)
Executive Creative Director: Wally Krantz (The Brand Union)
Senior Designer: Sam Becker (The Brand Union)
Media placement: Corporate Identity - print, online, motion graphics, animation, packaging and product - 20 April 2009

Describe the challenges and key objectives
The new identity had to be simple, iconic, and relevant to a very broad, diverse customer base. Additionally, it had to work across an array of media, including print, online, motion graphics/animation, on packaging, and on product. We wanted to develop a simple, consistent and efficient brand architecture, naming system, and signature system to communicate the new structure. The work included a plan to migrate the brands toward Avid over time, in order to avoid customer confusion and guide implementation across various touch points.

Describe the brief from the client

Avid is well known as a pioneer and industry standard in professional video editing. As a result of numerous acquisitions, the company’s portfolio grew to include leading digital media creation brands: Pro Tools, Digidesign, Sibelius, Pinnacle and M-Audio. With a decision to unite the formerly stand-alone brands under the Avid name to build an even stronger Avid master brand, Avid needed a compelling new visual identity that would appeal to enterprise audiences, creative professionals, and home enthusiasts alike. There was also an opportunity to create a fresh brand architecture and naming system that simplified Avid’s large and complex product portfolio.

Describe how you arrived at the final design
Utilising the buttons, icons, and markers recognised by audio/visual professionals and consumers around the world, we created a new logo that spelled out the word ‘Avid’. The new logo simultaneously became a wordmark and a symbol. The shapes of the forms also informed secondary graphics/background textures.

Give some indication of how successful the outcome was in the market
We understand from the client that customer response to the new identity has been very positive. A migration plan for the brand architecture and unified product naming system will roll out over time, as brand equity is transferred from the former brands to Avid, allowing them to now cross sell under a single master brand. As one integrated team, the passionate people who were instrumental in creating Avid’s game-changing solutions throughout the music and film, video, and broadcast industries now have greater potential than any one of their companies could have achieved on its own.