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New Logo for Avanade



Noted Mar. 2, 2017 by Armin

Industry / Corporate Tags /


(Est. 2000) “Avanade is the leading provider of innovative digital and cloud services, business solutions and design-led experiences delivered through the power of people and the Microsoft ecosystem. Our professionals combine technology, business and industry expertise to build and deploy solutions to realize results for our clients and their customers. Avanade has 29,000 digitally connected people across 23 countries, bringing clients the best thinking through a collaborative culture that honors diversity and reflects the communities in which we operate. Majority owned by Accenture, Avanade was founded in 2000 by Accenture LLP and Microsoft Corporation.”

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Avanade brand story page

Relevant quote
We have brought our vision to be the leading digital innovator to life with a refreshed brand identity, reflected most visibly in our new logo, which captures the waves of change that are sweeping the marketplace. It symbolizes how we partner with our clients to help them transform their organizations in the digital world.

Avanade brand story page

Images (opinion after)
New Logo for Avanade
Wave animation.
Introduction to Avanade.

The old logo was one of the worst for a significant corporation that I’ve seen in a while: the bastard child of an “a” and a power icon is not just a bad idea but was powerfully awkward in execution, the Helvetica Rounded choice was so poor, and the coupling with whatever that other sans serif was didn’t help. The new logo is more in tune with the 2010s and is arguably a decent logo — arguably because while it’s not my cup of tea, it’s effective and appropriate. The wave icon is full of mumbo jumbo rationalization but it clearly gets the point across that the company has something to do with connectivity and relationships and the transfer of stuff. As a composition, the icon is attractive and dynamic. The use of a gradient here works in separating the strands and creating some dimensionality and adding some visual weight to the icon which, in a single color, might start to disappear. The wordmark… I have long expressed my disliking for this style of “n”s and “a”s but is obviously a favored style for techie-corporate companies and it’s properly spaced, so… not terrible. Overall, a decent new logo that, most importantly, surfs way away from that old monstrosity.

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