Reinventing a legend.
The original Avolites logo was designed in the 1970s, and has remained untouched for over four decades.
Proxy carefully analysed the original Avolites logotype to dissect recognisable elements that could be modernised and reinterpreted.
Born in the age of band logos, the geometric 'Avo' shape felt unique. The wings, on the other hand, started to feel excessive. Decoupling the wordmark from the logo was a key consideration – given that users affectionately refer to 'Avo' anyway. The new mark tells a simpler story. A combination of two stage lights and video projection, it retains familiarity with the original mark, while looking entirely new and modern.
Appreciating the CAD-born strength of the original wordmark, we created a strong, standalone wordmark for instances where the full name is required. Crafted together with Dalton Maag, it sits confidently on box ends.
To sell the most advanced lighting and video solution for large events, Avolites required powerful product imagery. Referring back to the original 1977 deck, Proxy created a new interpretation of high end A/V control equipment imagery. Based on the direction, a large range of product images and videos were produced at Klok & Co in Helsinki.
From teaser videos to a launch brochure, packaging to swag, advertising to tech spec sheets, Proxy worked on the full launch of the new flagship Avolites product.
In 2021, despite the pandemic, Diamond 9 has become the fastest selling Avolites product introduction in its 45 year history, demonstrating the power of a design-led organisation.