Tuesday, April 28, 2009

Avid Rebrands

Since 1987 Avid has been the leader in video production technology, serving the film and video industry with it's array of products. We use Avid here at Handcrafted, so when the company revamped it's identity, a post announcing the news was a no-brainer.

Designed by someone, the new logo connotes a more contemporary, progressive energy that will help unify the companies offerings - says my opinion. I like the move towards something more iconic and bold and overall, it is a well produced revamp. The only bit that gets me is the negative space between the "v" and the "i". It keeps drawing my eye. Is this bothering anyone else?

Update: Avid contacted us to let us know that "Our press release actually stated that the new logo reflects the "volume up, volume down, play, pause, record and forward" symbols consumers and professionals recognize as fundamental to the digital audio and video solutions they use every day to enable their creativity, and signals a unification of the company's core audio and video offerings."


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