Adobe Rebrand

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A process book for my communication design 4 project - Adobe Rebrand.

Transcript of Adobe Rebrand

  • Justin Chen

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

    adobe rebrand

    adobe rebrand // process book

  • 001

    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

  • 002

  • INTRODUCTION

    003

    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 companys 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

    Adobes 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. Adobes

    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 fonts 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 firms 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

    Bzier curves, providing unprecedented accuracy. Font rendering

    in Illustrator, however, was left to the Macintoshs 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%.

    Adobes 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.

    Adobes stock dropped from $35 the day that Jobs wrote the

    statement to $32.50 five trading days later. Apples App store,

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

    billion downloads, allows Jobss company to almost entirely control

    what kind of software and multimedia technology runs on its

    products. Apple also forbids Adobes Creative Suite software to

    run on its devices. Googles 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?

  • 014

    1. What should the client be in 5 years?

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

    doesnt 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 clients 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 rebrand // wordmark explorations

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    Lower Ca