Avid's new logo

grimc

#1 – 11:12 AM April 28, 2009

I don't know how much longer Avid can hang on. Just about every editing facility I've worked with in the past several years has switched to Final Cut Pro. Nice logo, though.

Rob Beschizza

#2 – 11:15 AM April 28, 2009

It's great. The D should have perhaps not been equilateral, perhaps?

KurtMac

#3 – 12:30 PM April 28, 2009

I once did a design exercise in school for a company called Disc Replay, where I made the D out of a play button. I agree that it may be too clever, because people tend not to make the association without being told. They would say "Where is there an Isc Replay?"

mr.skeleton

#4 – 12:39 PM April 28, 2009

#1 Keep in mind Avid/Digidesign also owns Pro Tools, the ubiquitous industry standard for mixing audio. Anyway, neat logo.

Clay

#5 – 1:13 PM April 28, 2009

Oh, man.

To get a client to actually buy into so radical an idea, the pitch for this one must have been even better than Don Draper's Carousel monologue.

Someday I hope to be able to sell concepts half as well as the guy who sold this one.

trondmm

#6 – 1:13 PM April 28, 2009

Wow. I guess they really liked Viva's logo.

http://www.viva.tv/

Anonymous Anonymous

#7 – 1:15 PM April 28, 2009

If only they could be as attentive with their upgrades.

JPW

#8 – 2:16 PM April 28, 2009

Just don't call them a DIVA. . . .

Hosidax

#9 – 3:54 PM April 28, 2009

While I was at the NAB convention in Las Vegas last week I ran into an old acquaintance who reps for an Avid reseller. I asked him what Avid has done lately to update it's product line and better compete with Final Cut Pro.

He showed me the new logo. That was it.

It's like Microsoft increasing it's ad budget instead of fixing Vista.

I loved Media Composer back in "the day", but they seem to be in a rut now. They still have a superior interface but they need to fix what's under the hood and bring the price down.

No wonder Apple is booming - even in this economy.

filmgeek

#10 – 8:21 PM April 28, 2009

There are some things that Avid can do that FCP can't (and vice versa.) Anyone foolish enough to say "This one is better" is a fool...unless they tell you what.

For example, if you understand what Avid's ScriptSync and Color correction toolset can do...you realize where Apple/FCP is weak. If you need a complete color correction + sound finishing (with a single purchase) then Apple's solution is better.

It's not a better than, each can be a better choice for specific types of work.

LX

#11 – 12:46 AM April 29, 2009

I worked with ProTools back in the days I was dubbing movies (german tracks). When Ardour 3.0 is released, AVID has to make some great improvements to keep up.

I don't know about their movie tools, but from the other comments, I can see that Avid doesn't need a new logo, but better products.

Anonymous Anonymous

#12 – 7:00 AM April 29, 2009

First off, the logo does suck, because it doesn't meet basic requirements for a logo--mainly recognition.

Logo aside: Avid makes way more than just film editors, and they are the defacto leaders of the industry for a reason.

• World class enterprise level storage--to date there is no one that can compete with an ISIS system.

• No one else offers comprehensive solutions for broadcasters either.

• M-Audio and Digidesign are also Avid companies which bring a massive amount of tools to the audio industry.

Again, the logo sucks, and I agree with the person who said whoever sold it to Avid was an evil genius—I will also concede that Apple has better interface in FCP, and if Avid doesn't do something about it "ease-of-use" will over take their editing tool. But who will compete with Avid on Storage, Video Ingest and Audio products? Avid needs to get their consumer-based products in line, upgrade their UI, and stop wasting money on foolish marketing--but they are not going anywhere.

hohum

#13 – 1:33 PM April 30, 2009

I agree that the new logo isn't very good at all... But at least it might do something to part them from their outdated, stodgy image. I agree that it's all about using the right tool for the job, but I try to spend as much time in FCP as possible...

beneditor

#14 – 3:56 AM May 3, 2009

Does seem a little desperate. The LAST thing any professional looks at on an NLE is the logo design...

I'm happy to work on AVID or FCP - they basically do the same thing, the main difference is the operator.

Bottom line however, is price - even with deep price cuts, AVID cannot compete as they have a layer of dealers to cut into the equation, wanting maintenance contracts and to sell overpriced shared storage systems to counteract the lower 'headline' costs of the seats.

BTW, anyone criticising AVIDs support would do well to look at Apple's appaling pro tech support, and although AVID have a rep for charging big bucks for tardy upgrades, Apple is WELL behind with a new version of FCStudio, and is in danger of losing market share from it unless it acts soon.

I think the next few months will tell whether or not Apple is serious about pro users any more, or whether it's just an iPod maker these days....

Matty

#15 – 3:33 PM September 3, 2009

I agree that the new logo is very clever and works well at illustrating the concept but amongst other visuals and images the logo might not be seen as a logo at all. It may be interpreted as a set of decorative symbols but the concept is a clever one none the less.