Original Boris Company Logo

When we were called in to design packaging for Artel Software's new High End Product "Boris RED™", a proposal was made on our part to revamp the company identity in order to reflect their new product line as well as their new market audience.

We felt the original logo, although effective in it's original uses, was in need of a makeover at this pivotal point in the company's growth. Boris FX known only at this point as a low-cost, low-end plug-in company would need to reintroduce themselves as a competitive player in the High-end Video Effects Market. We saw the launch of their new product an exciting opportunity to do just that.

Artel Software was known and recognized as just "Boris" in the industry so we saw it only natural to go with what was already established. Looking towards the future, dropping the "fx" from the logo was one way to reintroduce the company not for it's original product but as a company which now offered a line of "Boris"products.

Consistency was what we were looking to achieve for their product line as each product originally had it's own logo, leaving room for confusion. The new format allowed the logo to be carried through their line of products by simply adding the product specific name to the "Boris" (i.e.. Boris FX™ or Boris Red™).

The decision was made to move forward resulting in a successful launch not only of their new product but also of their fresh identity which now reflected a more mature, stronger, sleeker presence, elevating their image from low-end simple plug-in to a serious player in the High-end Video Effects Market.