Avid is back, and with a new brand identity
This morning I met with Jim Frantzreb, Avid senior market segment manager for broadcast. “We’re back at NAB and exhibiting on the show floor,” he said. “We’re happy to be here, and the show’s been great for us so far.”
Frantzreb said that the company is back with a new focus. Historically, Avid has been a family of separate businesses – Avid, Digidesign, M-Audio, Pinnacle Systems and Sibelius – that served audio and video customers independently of one another. Recognizing that Avid is stronger as a whole than as separate parts, “We realized we had to come together as one company,” Frantzreb said.
To reflect the company’s new philosophy, Avid unveiled a new brand identity. At the center of this new brand identity is a new logo composed of simple geometric shapes derived from the buttons, icons and markers that consumers and professionals recognize as fundamental to the digital audio and video solutions they use every day to enable their creativity. The new logo forms a visual connection to iconic shapes that represent volume up, volume down, play, pause, record and forward, signaling a unification of the company’s core audio and video offerings. The distinctive mark also spells out the company’s name in abstract letterforms.
“The new logo reflects our new focus,” Frantzreb said. “It reflects a revolution and our response to customer feedback.”
