Avid has long been known as a pioneer and industry standard in non-linear video editing. What most customers do not know is that other leading audio-visual brands such as Pro Tools, and M Audio are also part of Avid. With a change in business strategy to masterbrand all of their offerings under the Avid name, Avid needed a new visual identity to unify the portfolio of formerly separate brands, one capable of addressing the needs of enterprise audiences, creative professionals as well as home enthusiasts.

Drawing upon their new positioning of helping people create the most listened to, most watched and most loved media in the world, the Brand Union created a new logo and visual system for one Avid. Utilizing the buttons, icons and markers recognized by audio/visual professionals and consumers around the world, the new logo is simultaneously a wordmark and a symbol.