Avid presented a new brand identity at NAB as part of the transformation process of its business as a provider of digital audio and video solutions.
The announcement included a new logo comprised of simple geometric shapes derived from buttons, icons and markers that consumers and industry professionals recognize as central to the audio and video solutions they use daily to develop their creativity. The new logo, the company explained, forms a visual connection with the icons that represent volume up and down, rolling, pausing, recording and moving forward, thus reinforcing the concept of the unification of the firm's technological offerings.
"Avid is coming together in a single company with new offerings, new strategy and new operating model. We are stronger as a single company than as separate parties, and we have an unrepeatable opportunity to help our customers achieve great success in a digital world," said Gary Greenfield, CEO of Avid, in a statement to the media.
Historically, Avid has been a family of separate businesses – Avid, Digidesign, M-Audio, Pinnacle Systems and Sibelius – that independently served their customers. As part of the transformation that began in 2008, Avid's new identity communicates the merger of those businesses and puts the firm in a position to capitalize on the convergence of digital audio and video technologies, with integrated systems.
Dave Lebolt, CTO of the company mentioned the fact that this process allows it to accelerate the interoperability of Avid systems, for example between Pro Tools and Media Composer. For the first time at the last NAB, Avid jointly showcased audio and video products in integrated workflows and operating openly with products from more than 40 third parties. They saw, for example, Final Cut Pro running on an Avid Unity ISIS shared storage system, and Avid NewsCutter systems sending shots of a Sony XDCAM to playout Omneon servers.
