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


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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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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