Brand: Avid

Owned by: Avid Technology, Inc.

Design: The Brand Union

Design brief: ‘Composed of simple yet iconic shapes, the new logo forms a visual connection that represents “volume up, volume down, play, pause, record and forward” while at the same time spelling out the company’s name. To create a brand identity that would encompass all of Avid’s separate, industry-leading businesses while at the same time capitalizing on the union of digital audio and video technology.

Through the use of the color purple and the universally recognized forms that make up the new logo, we were able to create a mark that alternates between being a graphic symbol and a word mark while still being clearly dentifiable with Avid.’

Logo release: April, 2009

Previous Logo:

avid old logo

This is indeed a clever idea! Hats off to The Brand Union.

Relevant links:

  1. The Brand Union launches new identity for Avid
  2. Identity Works — Avid