Grass Valley has launched a new corporate identity and marketing campaign to highlight its vision for the future.

Grass Valley launches new corporate identity as it outlines vision for future

Grass Valley has launched a new corporate identity to highlight its vision for the future.

The new identity, ‘We Love Live’, comes with a strategic focus on live video and outlines Grass Valley’s commitment to be the partner of choice for the world’s leading creators and providers of premium live content.

“Every goal, every encore, every story — live is forever and in the DNA of everyone at Grass Valley,” said Tim Shoulders, CEO and president of Grass Valley.

“We empower our customers to deliver the live moments that matter to people across the globe, from anywhere to everywhere, across billions of devices.

“Today, we are strengthening our mission to support our customers as they transition to the future of media and entertainment through IP, software, and cloud-based technologies.

“We are focused on giving today’s media companies the agility they need to produce and deliver compelling live content and guide them towards flexible operating models that embody choice and streamlined workflows to enable economic transformation.”

“The Grass Valley name is trusted across media and entertainment, reflecting decades of industry experience and deep knowledge of how to deliver premium live content,” said Neil Maycock, Grass Valley’s CMO and general manager of playout. ”

“We have refreshed our corporate identity to position Grass Valley for the future as we support the ongoing transformation of the media companies producing the world’s most valuable content while driving market-leading innovation.”

Shoulders concluded: “Originally scheduled to be unveiled at the NAB Show in Las Vegas, the new Grass Valley visual identity reflects the foundations on which our brand is built: the VMU partner ecosystem, our technical excellence, the trust we’ve built across the media sector, the flexibility we a bring to our customers, the insight we provide into the evolution of the market, and our drive to innovate and support media companies in their transition to a cloud-based future.”

The strategic move comes with investment from Black Dragon Capital..