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Autodesk Renames Discreet

In order to unify its overall branding strategy, Autodesk has renamed Discreet to Autodesk Media and Ent. The division best known for 3ds max and other digital imaging software will continue to service the film, video, gaming and related media and entertainment markets.

This renaming ensures that the creative toolset from Autodesk Media and Ent. will stay on the leading edge of product innovation. Additionally, Autodesk Consulting is extending its organization by adding a dedicated media and entertainment division.

When we launched our new corporate branding effort in March, we made it clear that Autodesk is in the business of helping customers realize their ideas, said Carl Bass, coo of Autodesk. Creating Autodesk Media and Ent. is more proof that we have a single mission as a company, whether we are serving customers who design our buildings, infrastructure and manufactured products or create the amazing content we see on movie, TV and video game screens...

Added Martin Vann, vp of Autodesk Media and Ent., The media and entertainment industries are at an inflection point, where creativity and productivity must meet. From the 4K digital intermediate process for film making to uncompressed HD programming and next generation game consoles, our customers are expecting us to innovate and solve the most complex of production requirements. By integrating and unifying our brand with Autodesk, we position ourselves to become a more closely aligned division of a billion dollar-plus company. Autodesk Media and Ent. will not only provide a broader and more strategic presence for Autodesk, but a better platform for us to compete within our core markets of film, television, gaming and design visualization.

Autodesk Media and Ent. will be headquartered in Montreal, Canada, where Discreet has been based since Autodesk acquired Discreet Logic in 1999. Autodesk will be maintaining its strong presence in Montreal, taking advantage of the base of talented, experienced creative professionals there.

Founded in 1982, Autodesk Inc. ( is headquartered in San Rafael, California.