In 2010 AMD launched Vision, a new generation of accelerated PC technology, designed to enable the world's most vivid and immersive digital experiences. To reflect this step change in computing AMD asked My Agency to look at refreshing their overall brand identity. The brief however was not to totally
reinvent the brand, but to find a way to evolve the existing brand utilising the AMD arrow logo. Our solution was a simple and flexible visual system that uses the AMD arrow as a window to showcase a 'vivid moment', the immersive experience for the end user of AMD's technology.
Our approach incorporated HDR photography, which adds depth, colour and clarity to an image making it seem hyper-real. The result is an intense, graphic, HD look and feel. The idea of 'vivid moments' is reflected in headlines that call out the benefit of digital experiences enhanced with AMD technology.
The New Brand ID evolved the AMD arrow logo into a window on vivid moments created by AMD technology. The strong use of the logo, HDR photography and bold use of colour formed the basis for the solution to the confident new Brand ID.
Print advertising
Incorporating new graphic device into existing AMD website
Company reports and Corporate and Social responsibilty statements
Enterprise advertising and 'white papers'
Taking the branding system into existing AMD sub brands like AMD Vision technology platform communications.
