Ross Video revamps logo and tagline
WORLD: After 40 years, Ross Video has parted ways with its distinctive cross-fade ‘X’ design – the X referencing the brand’s association with video production switchers.
While Ross is still known for production switchers, it is also now known for its 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.
The new logo has evolved from the original with the Ross name remaining front and centre. The gentle stroke beneath the ‘Ross’ is an acknowledgement to the way the company’s founder, John Ross, signed his name with an underline, and the forward momentum that began when Mr Ross sold his airplane to raise the money to start the company.
Not stopping there, Ross Video has also unveiled a new tagline, replacing ‘Video Production Technology’ with ‘Production Technology Experts’ – a reference to the brand’s focus on providing customers with products that help them solve their production challenges, selecting the best technology for the job, and assisting them through installation, training and production.
‘We are very proud of our past, and the original Ross logo,’ said David Ross, CEO, Ross Video. ‘With our new logo we wanted something bold and fresh while still immediately recognisable as Ross. Ross is a leader in so many areas of production technology now. It was time to recognise all these changes with an updated look – while also recognising a big milestone - Ross’ 40th anniversary. We took our time, six years, in exploring what our new logo should look like. Thousands of design samples and refinements later, we finally arrived at something we feel is just right. It is simple, yet sophisticated, a representative of where Ross is at today and where we are headed into the future. We hope you like it.’
In line with the manufacturer’s Ruby anniversary (40th), the corporate colours have also been changed to that of ruby.