David Ross told me at IBC 2013 that the company has a policy of not releasing anything until it’s finished and ready to ship to the market.
Today the company unveiled something new that has been 40-years in the making – a new corporate identity.
The original Ross Video logo (shown below) was designed with a distinctive cross-fade “X” design that was very relevant when the name Ross was synonymous with video production switchers – the cross-fade being a basic switcher function.
But as the company evolved. The original logo “just didn’t seem appropriate anymore,” according to the company. Ross Video says it’s “still known for production switchers, but we’re so much more. We’re now also known for graphics systems, automation, control systems, infrastructure products, robotic camera systems, social media management, newsroom systems – and most recently mobile video production with the acquisition of Ross MCP.
“It’s true, we still design and manufacture “Video Production Technology” but, our customers are not merely buying technology when they deal with us. They are entering into a professional partnership with “Production Technology Experts” that help them solve their production challenges, select the best technology for the job, and assist them through installation, training, and production. At Ross, we’re more than just technology – we’re the people and service behind it.”
So how do you take a logo that’s older than most companies in the industry (and nearly as old as the current CEO and primary shareholder of the eponymous company), and change it to reflect where you’re going, without forgetting where you came from?
According to the company“we’re proud of our past. The new logo has evolved from the original with the Ross name remaining front and center.”
Here are the results:
So why is this news? For me there are two things that make this interesting.
The company says it changed the color of its logo “to a rich ruby in recognition of our 40th anniversary.” In this day and age, it’s pretty amazing that Ross Video has been around for 40 years and is still a family-owned company, so the change to ruby is a nice touch.
But perhaps more meaningful for Ross as a family-owned company is that the new Ross Video identity also contains a fitting tribute to company founder John Ross.
“The gentle stroke beneath the “Ross” is a tip-of-the-hat to both the way our founder, John Ross, signed his name with an underline, and the forward momentum that began when John sold his airplane to raise the money to start this amazing company.”
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