The Brand Union was given a launch target of April 20, 2009. Purple was retained, for equity, and subtle gradients were added. "Volume up, volume down, play, pause, record and forward, signaling unification of the company's core audio and video offerings" replacing the previous logo.

The old logo was memorable with its italic quirkiness but the new one is both memorable and relevant. At first glance it might feel like a cliche to use the play buttons as a logo, but as truly universal icons for a range of products that are accepted industry-wide, it’s the perfect use. The result is simple and bold. I could definitely do without the shading, specially being so subtle it feels unnecessary. But this will surely look great on screen and some glossy packaging. I also like the idea of filling in the shapes with images and, while it’s one of the oldest tricks in the book, Avid pulls it off nicely.

And the Logo Played On