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Avid’s identity goes up, down, frame advance and finally forward

Avid

AVID has been around as long as their has been non-linear digital editing. They recently bought up 5 other companies like Digidesign and Pinnacle so applications like Pro Tools, Media Composer, Oxygen 8, Sibelius and Pinnacle Studio now all fall under their flag. They took this opportunity to rebrand the company and launch their new logo pictured above. This design centric solution comes at a price because it is distinctive and a clever nod to their existing customers but that comes at the cost of it being marginally legible to new customers. I have spent the past 22 years with the old logo and in-spite of the trade offs I love the change.

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