Avanade just unveiled its new brand logo. Two of the IT industry leaders, Accenture and Microsoft teamed up to create Avanade in April 2000, with one common goal; providing technological innovation and viable IT solutions to enterprises operating worldwide on Microsoft platform. It is one of the most successful stories of two different organizations gathered under the umbrella of one signal brand. Its annual revenues are rounded to US$ 2.0+ billion in the past fiscal year, employing 29,000 plus individuals.
Image Credits: UNDERCONSIDERATION.COM
For the business that is set across 23 countries, a new brand logo was required, with a common language of understanding that can reflect their diverse culture in organization, and communities whom they work for. So, Avanade needed a new and refreshed brand identity not internally, but externally as well. Its new design is clearly one of the most competitive features of Avanade’s rebranding campaign.
Image Credits: AVANADE.COM
I believe that Avanade’s change of brand logo from a very static to a dynamic one is a true depiction of their vision embedded in their branding concept of “waves of change that are sweeping the marketplace”. The new brand logo of Avanade gives a touch of fresher outlook. Presence of color gradation in the waves allows a gentle visual experience and positive impression of modernity. Avanade’s new identity reflects their services in IT industry, giving a feel of connectivity and sustainability, with scalable size to fit anything. Their logo clearly explains optimistic approach and bold thinking through graphical illustration as stated by Stella Goulet, Chief Marketing Officer, Avanade. Typography and selection of color also gives warm feeling to the viewer, successfully utilizing sense of balance in the logo thus, making it more memorable.