Avids new face
Avid has unveiled a new brand identity. Suck on that for a while, and before you do, let me tell you that it’s not a product called “brand identity”, it is in fact a brand identity. Let’s have a look at what this means and, because this is mainly a Pro Tools blog, have a look at what this could mean to Digidesign and the Pro Tools users.
I started writing this post the day I got back from Frankfurt. Of course I knew nothing about Avids new brand identity then, but I felt I had something to say about the Avid-Digidesign relationship, and how it appears to the outside viewers. Below is the original post, followed by Avids new brand identity and comments regarding it.
After Frankfurt
One big company was almost completely missing at this years Musikmesse, namely Digidesign. The only sign of them was at the Avid booth in the live sound area, where they had three Venue systems put up.
I know there have been quite a few changes in the company lately. We don’t have to go into details because it might end up touching on personal stuff for some employees, but I don’t get what they’re aiming at right now. Let’s examine the situation a bit.
- Musikmesse this year was a real ‘in-between fair’ as far as Digidesign is concerned. Pro Tools 8 have been out just long enough for them not to bother showing it at another exhibition.
- Avid has, as reported earlier, let a lot of people go, and this has of course affected Digidesign.
- As it appears, the Venue market is one of Digidesign biggest priorities.
When I speak to Digidesign employees it seems like, to them, there’s no difference between Avid and Digidesign, or M-Audio and Digidesign anymore. It appears they want you to think that it’s all one big happy company. If this is true, that they want you and me to believe this, then I think they’re doing a very poor job. Correct me if I’m wrong dear reader, but I don’t think the consumers out there feel that this is one company. It might be operated like it, but it’s not how it appears to us. Or am I wrong?
When I see an ad about Digidesign, sure enough, there might be an Avid logo in there somewhere, but it sure as hell doesn’t strike me as one company. If this is indeed what they’re aiming at, they must take much stronger action.
Sometimes I actually think they’re doing a fantastic job at not only not acting as one company, but actually shooting at each other. Like when M-Audio releases a firewire interface with more I/O’s than Pro Tools M-Powered can use, basically begging the consumer to use Cubase instead.
A brand new face for Avid
Enter Avids new brand identity. From the Avid press release:
At the center of Avid’s brand identity is a new logo composed of simple geometric shapes derived from the buttons, icons and markers that consumers and professionals recognize as fundamental to the digital audio and video solutions they use every day to enable their creativity. The new logo forms a visual connection to iconic shapes that represent “volume up, volume down, play, pause, record and forward,” signaling a unification of the company’s core audio and video offerings. The distinctive mark also spells out the company’s name in abstract letterforms.
The logo is pretty good, especially when explained. Notice how it also appears at the top of Digidesigns website.
“Avid is coming together as one company with new offerings, a new strategy, and a new operating model. We are stronger as one company than we are as separate parts, and we have a unique opportunity to help our customers achieve greater success in a digital world,” said Gary Greenfield, Chairman and CEO of Avid. “Our new identity is one of the powerful ways we are communicating the evolution of our business as well as our commitment to partner with customers by understanding exactly what they want to do. [...] By pulling together all of our category-creating technologies under one roof, we are beginning to serve our customers with digital media solutions unlike any other company in the world.”
Well Gary, not to sound like a jackass, but when exactly will we see these technologies under one roof, and just exactly what does it mean to the consumer? Is it only a matter of me being able to buy a bundle consisting of an audio and a video solution?
Dave Lebolt, Avid’s Chief Technology Officer, said, “We are refining the way we define and develop our solutions, leveraging technology across all of our audio and video capabilities in ways that no other company can. Having unification across the breadth and depth of Avid’s portfolio allows us to accelerate interoperability between Avid systems – like Pro Tools® and Media Composer®. These two systems now sync smoothly via Video Satellite
What this press release say is that they’re striving for a unity, and that they have made a new logo. What it doesn’t say is what this in reality means or what their plans are. Don’t mistake my questioning as being negativity, if Digidesign is to stay with Avid, which they apparently are, then I think this is the way to go.
As you understand from my somewhat harsh comments above I think they’ve done a tremendous job in the past of not being a unit. There are obviously structural changes going on, however, we’ll still have to see if this actually mean anything in practice. Presenting a new logo, claiming you will now work together without showing any really new signs of it, and showcasing together at NAB doesn’t really say much to me… But I hope for the best.
In my consultancy job I have seen quite a few of these new logos coming up instigated by new top managers or a restructuring. The real problem that often remained were the old ways of thinking, often forgetting to think from the point of view of the customer.
An integrated approach definitely makes sense, but there should be tangible benefits for the customer, not only tangible increases in profits.
Don’t get me wrong, I think profits are essential to keep a company going, but there has to be a product or service that gives the customer what he/she wants.
Digi’s customer service seem to have been improved, but I ask myself how they are going to keep this up and at the same time laying off quite some people!?
I don’t fall for marketing and lip services, as I have seen too much of it. I want a rock solid product, good service which are not overpriced. This will be determined by me, the customer, comparing competitive products, based on what I need.
I like Protools and have used it since 6.9, and I wish for me and every other PT user that Avid is able to “deliver” improvements in products, services and “attitude” – not only in restructuring to increase dividends for shareholders.
Keep your independent mind up, Stiff! I like that you speak your mind!
By tcm ~ April 20, 2009 kl 4:46 pm
“The real problem that often remained were the old ways of thinking, often forgetting to think from the point of view of the customer.”
Wise words.
By stiff ~ April 20, 2009 kl 4:52 pm
I heared they were melding avid video and protools into a single program called… Avid One ??
By agentemo1 ~ April 20, 2009 kl 5:37 pm
The logo is one of those “Why didn’t we think of that before?” deals.
By Chad ~ April 21, 2009 kl 12:53 am
Working with both audio and video, I think avid media composer will never have the same ’status’ protools has in the audio world. Primarily because there are better (and cheaper at the same time) programs around that will get the job done faster. Protools has always been that reliable workhorse in the audio world. Avid (the video apps that is) on the other hand have always struggled to make reliable, cost effective programs and hardware. their top notch stuff was great but way out of reach for most of us. Problem is that in many countries the broadcast community is switching to final cut pro or other programs. I do not think they will be able to change that back. The damage is already done.
No matter how they change their logo digidesign and avid will never be looked at as ‘the same’ without doing damage to the digidesign brand. It might actually make more sence to release some quality video hard/software under the digidesign brand name.
By J~P ~ April 21, 2009 kl 3:43 am
>> “It might actually make more sence to release some quality video hard/software under the digidesign brand name.”
It’s an interesting topic you raise. Just what is the Avid brand worth? On the other hand I would say the Digidesign brand isn’t worth very much.
The problem is that people don’t really know “Digidesign”, they know “Pro Tools”. Just pick up any issue of tape op and you’ll see someone say “with Pro Tools that changed” or something along those lines. Many times it’s apparent they don’t actually mean Pro Tools as such, but hard disk recording. Pro Tools has been synonymous with DAWs.
This is, in a way, a problem to Digidesign. I have discussed this several times with Digidesign employees and they’re of course aware of it. I think we’ll see a diminish of the Digidesign brand and more emphasize on the name Pro Tools and Avid.
By stiff ~ April 21, 2009 kl 3:51 am
About my thoughts…. Almost
By J~P ~ April 21, 2009 kl 10:20 am
Bye Bye Digidesign! it will all be AVID.
AVID Protools.
By 1234 ~ April 21, 2009 kl 12:55 pm
Why is nomenclature impactful to marketshare? Does anybody feel that public awareness of Pro Tools is low?
Why are we we even talking about branding?
By Chad ~ April 21, 2009 kl 11:49 pm
>> “Why are we we even talking about branding?”
Because Avid wants to strengthen Avid… Maybe?
By stiff ~ April 22, 2009 kl 2:59 am
I just don’t see it having any impact on sales whatsoever. Do you? Do you think that Pro Tools will sell more or less if it’s under Digidesign or Avid?
Have you ever met anybody who this change would affect?
By Chad ~ April 22, 2009 kl 10:26 am
No, I don’t think there’s a difference. I only hope that the one company-thing they’re advertising will actually mean something.
By stiff ~ April 22, 2009 kl 10:30 am
Just to share some recent experiences.
For a school that has 5 studio bundles, I tried to get the PT8 installer on DVD, as the internet bandwidth of the school is limited.
It is really a PITA to get some results. I have been working on this since the Frankfurt musikmesse and still have not gotten it. Got send to a retail music store then they call me after talking to Avid that they cannot do it, I have to order it via the Avid web shop…
There seem to be really chaos.
That leads me to the conclusion, the restructuring is just for the sake of saving money, cutting costs and laying off staff…
I wonder if they have understood the value of a solid customer basis…
Is even the appearance of Digi at the DUC just a smokescreen?
With Reaper 3 beta or Presonus Studio 1 coming, Avid better gets there s§*?= together.
By tcm ~ April 30, 2009 kl 2:44 am
Companies that spend inordinate amounts of time pursuing useless abstractions like a ‘logo design’ and ‘repackaging’ clearly don’t care what they sell.
AVID has a new logo. Who gives a phuck?
really! who give a flying phuck?
Strengthening a brand comes from making the product it sits on stronger, not pissing about with photoshop for ten minutes then sacking a quarter of their staff to match justify a ‘restructuring’. The corporate bozo’s at AVID/DIGIDESIGN have been drowning in their own hubris for so long now, it borders on Scientology. Digidesign are a company first and foremost, who just happen to be in the business of selling audio products and software.They never come up with wonderful and ever cheaper higher quality hardware solutions,and use entrapment as a marketing strategy, sell shoddy I/O boxes and peddle their crippleware all on the back of an awesome piece of software called Sound tools which was gobbled up by AVID long ago, and tends to hold hostile customer opinion. Sorry, AVID really should focus on selling core products that befit it’s clear operational philosophy, namely Automatic weapons, landmines and missile components. Good Riddance.
By trunk ~ May 11, 2009 kl 8:28 pm
@ trunk
Ouch! But I have to say I agree.
With STUDIO ONE and RECORD on the horizon, Pro Tools may soon only exist hi-end production mediums.
As far as MUSICIANS are concerned ‘we’ may very well (finally) jump ship. I know I will if any of the ‘new-breed’ offer rock-solid performance with no hassle. I don’t care how much I’ve spent over the past decade ’supporting’ pro tools.
My point is: a new logo and rebranding will not matter a bag of beans to me in the end. All show no go? Not for me anymore…
AVID/Digi must be nervous—and rightfully so…
By Mox ~ May 11, 2009 kl 9:08 pm
Redesigning a logo means little, but if you’re planning a big company cjange it means more. It’s sort of saying “we’re a new company”, even if it is in ‘bullshit language’. I think they’re a little dubious at the moment though. Everywhere I see something about Digidesign – email signatures and what not – they’re trying to convince me that they’re Avid. Fine, that’s the aim. But then AVID decides to release DIGIDESIGN: Venue SC48.
See what I mean? Are they going to get rid of the name or not (and that’s not a question)
By stiff ~ May 12, 2009 kl 1:57 am
Mox: I don’t know if Studio One or Record really competes? Record doesn’t support plug-ins (right?) which will make it a no go for a lot of people. Studio One will first and foremost have to battle it’s way into the market that’s for years been dominated by Digidesign, Steinberg and Emagic/Apple. Will not be an easy feat. Sure, Presonus can bundle it with their interfaces, but so are the big boys doing.
Successful or not, I hope both make an impact. We need something to happen in the world of DAWs.
By stiff ~ May 12, 2009 kl 2:02 am
There is a simple philosophy that comes to mind, one which every child knows from an early age that can apply to AVID:
Do not reward bad behaviour.
By trunk ~ May 12, 2009 kl 8:49 am
[...] I have to question where this company is heading right now. Cuts have been made, rebranding done, and now two major players in the company – and in the audio division in particular – has left. The [...]
By ProToolerBlog → Post » Dave Lebolt and Peter Gorges has left Avid ~ June 22, 2009 kl 2:07 pm
The new Logo Looks like a Old 80’s NBC Mini Series Called “V”
By 1234 ~ June 29, 2009 kl 10:42 am