
Excerpt from Avid's Open Letter to Customers…
Is the Digidesign name going away?
Yes, we are in the process of retiring the Digidesign name—but the products will live on.
What is happening to the Digidesign team?
Rest assured, the same core Digidesign team of audio fanatics is still here, with offices in Daly City, CA. We just have a different logo on our letterhead. And since the transition, we’ve been playing key roles in creating the new Avid. Over the coming months, you’ll start to see our influence on packaging, videos, customer communications, and the overall look and feel of Avid.
Why is the Digidesign name being retired?
In today’s rapidly changing business environment, it no longer makes sense to maintain many separate brands. It’s also impractical to have multiple marketing teams, websites, newsletters, and separate methods for communicating with customers. Our new brand strategy is to combine everything under the Avid name. We figured that you’d rather see us put more money towards designing innovative new gear than maintaining five separate brands.
What does this mean for the Digidesign product lines?
You’ve seen a taste of what can be accomplished when we work together—products like Pro Tools M-Powered, Video Satellite between Media Composer and Pro Tools, and Sibelius integration into Pro Tools. Moving forward, audio and video are going to be equally important for Avid. We’re totally committed to Pro Tools, VENUE, ICON, and all the other product lines that used to be branded under Digidesign. We’re also committed to expanding our product lines further—in fact, we have some incredible new audio products in store for 2010 and beyond… .