Adobe Rebrand

Justin Chen

Art Center College of DesignCommunication Design 04Instructed by Sean AdamsFall 2012

adobe rebrand

adobe rebrand // process book

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adobe rebrand // table of contents

INTRODUCTION

LOGO DEVELOPMENT

STATIONERY DESIGN

SOFTWARE DESIGN

WEBSITE DESIGN

ENVIRONMENTAL DESIGN

DIGITAL PUBLICATION DESIGN

POSTER DESIGN

WORK IN CONTEXT

ENTIRE SYSTEM

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TABLE OF CONTENTS

INTRODUCTION

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adobe rebrand // introduction

company backgroundfounders and namecurrent logocurrent problemssolutions

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The headquarters of Adobe Systems in downtown San Jose, California. Adobe

Systems West Tower (left) and Adobe Systems East Tower (right).

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adobe rebrand // introduction

Introduction

Adobe Systems Incorporated is an American multinational

computer software company founded in 1982 and headquartered in

San Jose, California, United States. The company has historically

focused upon the creation of multimedia and creativity software

products, with a more-recent foray towards rich Internet

application software development.

As of 2010, Adobe Systems has 9,117 employees, about 40% of

whom work in San Jose. Adobe also has ma jor development

operations in Orlando; Seattle; San Francisco; Lehi, Utah;

Minneapolis; Waltham, Massachusetts; and San Luis Obispo,

California in the United States; Ottawa, Canada; Hamburg,

Germany; Noida and Bangalore, India; Bucharest, Romania; Basel,

Switzerland; and Beijing, China.

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Adobe was founded in December 1982 by John Warnock and

Charles Geschke, who established the company after leaving Xerox

PARC in order to develop and sell the PostScript page description

language. In 1985, Apple Computer licensed PostScript for use in

its LaserWriter printers, which helped spark the desktop publishing

revolution. The company name Adobe comes from Adobe Creek

in Los Altos, California, which ran behind the houses of both of

the company’s founders. Adobe acquired its former competitor,

Macromedia, in December 2005, which added newer software

products and platforms such as ColdFusion, Dreamweaver, Flash

and Flex to its product portfolio.

Founders and Name

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adobe rebrand // founders

The company name Adobe comes from Adobe Creek in Los Altos, California

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adobe rebrand // original logo

Adobe’s corporate logo was designed by

Marva Warnock, wife of John Warnock, who

is also a graphic designer.

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adobe rebrand // current logo

The Adobe logo font is Myriad® Pro Semibold SemiCondensed

which is owned and commercially available from Adobe. Adobe’s

first products after PostScript were digital fonts, which they

released in a proprietary format called Type 1. Apple subsequently

developed a competing standard, TrueType, which provided full

scalability and precise control of the pixel pattern created by

the font’s outlines, and licensed it to Microsoft. Adobe responded

by publishing the Type 1 specification and releasing Adobe

Type Manager, software that allowed WYSIWYG scaling of Type

1 fonts on screen, like TrueType, although without the precise

pixel-level control. But these moves were too late to stop the

rise of TrueType. Although Type 1 remained the standard in the

graphics/publishing market, TrueType became the standard for

business and the average Windows user. In 1996, Adobe and

Microsoft announced the OpenType font format, and in 2003

Adobe completed converting its Type 1 font library to OpenType.

In the mid-1980s, Adobe entered the consumer software market

with Adobe Illustrator, a vector-based drawing program for the

Apple Macintosh. Illustrator, which grew from the firm’s in-house

font-development software, helped popularize PostScript-enabled

laser printers. Unlike MacDraw, then the standard Macintosh vector

drawing program, Illustrator described shapes with more flexible

Bézier curves, providing unprecedented accuracy. Font rendering

in Illustrator, however, was left to the Macintosh’s QuickDraw

libraries and would not be superseded by a PostScript-like

approach until Adobe released Adobe Type Manager.

Current Logo

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adobe rebrand // current problem

Adobe has been criticized for its pricing practices, with retail

prices being as much as twice as high in non-US countries as in

the US. In June 2009, Adobe increased its prices in the UK by 10%.

Adobe’s Flash Player has also been criticized for, among other

things, suffering from performance, memory usage and security

problems Apple has damaged the prospects of several of the

companies on this list, but none more than Adobe. Its Flash player

has been the dominant multimedia software on the PC, a position

it took from Microsoft and RealNetworks (RNWK) years ago. But

Flash needs to migrate to mobile devices, where Apple has very

effectively blocked a portion of that migration by refusing to allow

Flash software onto its iPhones, iPods and iPads.

In April, Jobs wrote: “Flash was created during the PC era for

PCs and mice. The mobile era is about low power devices, touch

interfaces and open Web standards, all areas where Flash falls

short.” Ouch.

Adobe’s stock dropped from $35 the day that Jobs wrote the

statement to $32.50 five trading days later. Apple’s App store,

which has over 200,000 applications and claims in excess of 3

billion downloads, allows Jobs’s company to almost entirely control

what kind of software and multimedia technology runs on its

products. Apple also forbids Adobe’s Creative Suite software to

run on its devices. Google’s Android, however, runs Flash -- so all is

not lost in mobile devices. Adobe recently posted strong sales, but

concerns about its mobile future still dog the company

what people dislike about Adobe?

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1. What should the client be in 5 years?

Adobe should fix all bugs and come up with one version that

doesn’t crash. Create a system that is more user friendly and easy

to learn. Lower cost for better result.

2. What are the characteristics that define this new personality?

Simplicity, User friendly, Educational, Creative.

3. Who should the audience(s) be?

All students starting from middle school.

All faculties and educational institues.

All employees who work with multiple files.

4. How do they reach this goal (media, other issues)?

Lower product prices, provide more tutorials and support on how

to use the softwares, prevent regular crashes.

5. What should the client’s visual tone be?

Simple. Clean. Bright. Direct. Dynamic.

Solutions

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adobe rebrand // solutions

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adobe rebrand // logo development

LOGO DEVELOPMENT

inspirationsworkmark explorationsmonogram explorationsrough sketcheslogotype refinementcolor studyfinal logofont system

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The new Adobe System logo has to reflect the creativity that the

company provides. The mark has to be more user friendly, more

reliable, and still very iconic to recognize. Instead of keeping

the color red, which oftentimes represent “difficult” or “hard” for

level of difficultiy, I want to incorporate brighter colors to better

represent the company.

Inspirations

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adobe rebrand // inspirations

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Adobe

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Sentence Case

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adobe rebrand // wordmark explorations

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Lower Case

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Wordmark - TOP4 Selections

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Economica Quicksand

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Jura Caviar Dreams

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Monogram - Lower Case

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Monogram - Lower Case

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adobe rebrand // monogram explorations

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Monogram - Upper Case

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Monogram - Upper Case

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Monogram - TOP4 Selections

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ACaviar Dreams Futura

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AQuicksand Raleway

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adobe rebrand // rough sketches

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Refined Logotype

Juice Bold

Juice Bold Italic

Juice Italic

Juice Light

Juice Light Italic

Juice Regular

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adobe rebrand // logotype refinement

I refined the logotype to make sure that the stroke weight is

consistent throughout. I also had to work on the edges to make

sure that the 90 degree corners are sharp and the rounded corners

are the same in all five letters. Lastly I adjusted the x height of the

letters so that they all fit into the same margin.

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adobe rebrand // color study

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adobe rebrand // final version

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C:100 M:0 Y:0 K:0

C:0 M:0 Y:0 K:20

C:0 M:0 Y:0 K:50

C:0 M:0 Y:0 K:100

C:0 M:0 Y:0 K:0

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adobe rebrand // final logo

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ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!?#%&$@*{(/|\)}

Quicksand

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adobe rebrand // font system





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adobe rebrand // stationery design

STATIONERY DESIGN

letterheadenvelope mailing labelbusiness card

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adobe rebrand // stationery design

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adobe rebrand // software design

SOFTWARE DESIGN

photoshopillustratorindesignafter effectsflashlightroomCD labelmaster collection

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adobe rebrand // software cover design

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www.adobe.com Adobe Systems Incorporated345 Park Avenue, San Jose, CA 95110-2704 USA© 2012 Adobe Systems Incorporated. All rights reserved.

Freely express your wildest ideas at lightning speed without ever compromising quality or precision. Use industry-standard tools to edit digital images, create vector graphics, and lay out beautiful documents with exceptional typography. Extend your ideas beyond print with dynamic presentations, highly designed eBooks, and immersive digital magazines that marry the appeal of interactivity with the quality of traditional print.

CombinesAdobe photoshopAdobe illustratorAdobe indesignAdobe after effectsAdobe Acrobat XI ProCreative Cloud

RestrictionsEnd user may purchase one student license per title offered. The student license may not be resold or transferred by the end user.

Notice to usersYou must accept the license agreement to use this product. See www.adobe.com/go/eulas for details. This product will not function without mandatory activation and registration via the Internet. Phone activation is not available. See www.adobe.com/go/activation for details. If you are under the age of 18, you must have a parent or guardian over the age of 18 install the software and accept applicable license terms on your behalf.

Serial numberVisit www.adobe.com/go/studentlicensing for serial number information.

win

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a whole new experience for digital media creation

windows | mac os

creative suite

students and teachers editionacademic ID required

serial number required for installation

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adobe rebrand // master collection design

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www.adobe.com Adobe Systems Incorporated345 Park Avenue, San Jose, CA 95110-2704 USA© 2012 Adobe Systems Incorporated. All rights reserved.

Freely express your wildest ideas at lightning speed without ever compromising quality or precision. Use industry-standard tools to edit digital images, create vector graphics, and lay out beautiful documents with exceptional typography. Extend your ideas beyond print with dynamic presentations, highly designed eBooks, and immersive digital magazines that marry the appeal of interactivity with the quality of traditional print.

CombinesAdobe photoshopAdobe illustratorAdobe indesignAdobe after effectsAdobe Acrobat XI ProCreative Cloud

RestrictionsEnd user may purchase one student license per title offered. The student license may not be resold or transferred by the end user.

Notice to usersYou must accept the license agreement to use this product. See www.adobe.com/go/eulas for details. This product will not function without mandatory activation and registration via the Internet. Phone activation is not available. See www.adobe.com/go/activation for details. If you are under the age of 18, you must have a parent or guardian over the age of 18 install the software and accept applicable license terms on your behalf.

Serial numberVisit www.adobe.com/go/studentlicensing for serial number information.

ad

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tive su

itestu

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nd

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adobe rebrand // master collection design

085

a whole new experience for digital media creation

windows | mac os

creative suite

students and teachers editionacademic ID required

serial number required for installation

win

dow

s | ma

c o

sa

do

be

cre

ative

suite

stud

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tea

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ditio

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adobe rebrand // website design

WEBSITE DESIGN

homepageproducts pagesupport pageeducation pagedownload pageabout page

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adobe rebrand // website design

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adobe rebrand // environmental design

ENVIRONMENTAL

desktop designadobe stand design

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This is a desktop set up for the adobe headquarters. with the new

logo installed on the side of every desk and a 27 inch iMac for

every employee.

Adobe Desktop

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adobe rebrand // environmental design

This is an adobe stand design which will be placed in computer

stores what carry adobe softwares. Customers will have the

opportunity to experience adobe softwares in store before they

decide whether they want to purchase the softwares.

Adobe Stand

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DIGITAL PUBLICATION

iPad publicationINSPIRE monthly issuefeatured artworkstable of contents

adobe rebrand // iPad publication design

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adobe rebrand // iPad publication design

This is an iPad publication design called INSPIRE, which features

artworks done by adobe softwares from all over the world. People

will be able to see and read about new features developed by

adobe and how others expand creativity.

INSPIRE digital publication

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adobe rebrand // poster design

POSTER DESIGN

big messagecreative cloud ad

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adobe rebrand // work in context

WORK IN CONTEXT

poster indoorposter on buildingbillboardsshopping mall

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adobe rebrand // entire system

Justin Chen

justinchendesign.com

[email protected]

Art Center College of Design

Communication Design 04

Instructed by Sean Adams

626 841 1458

FALL 2

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Adobe Rebrand

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