November 04, 2015 09:00 ET

Modulates Unveils New Logo

Logo Design Is the Literal "Face" of a Business, Epitomized by Famous Logos Past and Present

BEVERLY HILLS, CA--(Marketwired - Nov 4, 2015) - has unveiled its new logo, designed to emphasize Modulates' most recent initiative, which transforms pre-roll video content into revenue generation. The new logo brings to mind some of the classic logos of yesterday and today and highlights the importance of brand identity.

Modulates is a video advertising platform developed to deliver pre-roll videos across web, mobile, and television. Modulates works with content creators to stream their videos onto a custom build website, serve pre-rolls on the videos and then drive traffic to the website. Everything is managed and tracked from one platform, with access to detailed analytical data.

Modulates' logo redesign was prompted by changes in the fast-moving world of online video advertising, which is in the midst of an unprecedented era of growth. Adults show more than 5.5 hours a day watching online video, according to eMarketer. Meanwhile internet ad spending has topped $127 billion in 2014 alone, with an even bigger figure expected for 2015. The demand for online video is so great that advertisers are searching for pre-roll video. Enter Modulates.

"Advertisers have caught on to the power of video to sell product and services," said Nouriel Gino Yazdinian, CEO of Modulates. "But they are also learned that it's not just commercials which have good return on investment. In fact, original video by individual content creators may be even more sought-after right now. When people see video created by individuals, they instinctively trust the video more than they would a TV commercial essentially played on the internet."

Trust is also a keyword when it comes to the design of the world's best known logos. "A logo is literally the public face of a brand's identity," said Yazdinian. "It should inform and identify first and foremost."

Experts believe the most expensive logo ever created is the Nike Swoosh. Nike founder Phil Knight paid graphic design student Carolyn Davidson $35.00 to create a logo for his new running shoe company. But in 1983 when the company went public, Nike gifted Davidson with 500 shares. After six stock splits the shares multiplied to over 32,000, worth an estimated $3.2 million.

Not every company starts by paying $35.00. Legendary graphic designer Paul Rand is responsible for some of the most famous and long-lasting logos ever designed, including IBM, ABC, and UPS. When Rand was asked to give Apple's Steve Jobs "options" for his follow-up company, NeXT, Rand charged $100,000 and told Jobs that he was being paid for a solution, not options. Rand then produced a 100 page brochure outlining an entire brand identity for the new company.

The new Modulates logo is reminiscent of Rand's original ABC logo, with its rounded lower case letters. Rand explained that a logo derives its meaning from the quality of the business, and not vice versa. This is a concept with which Yazdinian thoroughly agrees. "Advertisers and content creators trust Modulates to expand opportunities for their brands online. They also know we will tirelessly continue to innovate, since the internet itself is constantly reinventing itself."

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