Adobe Rebrand

adobe rebrand // process book

adobe rebrand Justin Chen Art Center College of Design Communication Design 04 Instructed by Sean Adams Fall 2012

adobe rebrand // table of contents

TABLE OF CONTENTS 003 017 063 067 087 091 095 099 107 113

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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adobe rebrand // introduction

INTRODUCTION company background founders and name current logo current problems solutions

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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 historicall y 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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Founders and Name

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.

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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

Current Logo

The Adobe logo font is Myriad® Pro Semibold SemiCondensed which is owned and commerciall y available from Adobe. Adobe’s first products after PostScript were digital fonts, which they released in a proprietary format called Type 1. Apple subsequentl y 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.

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adobe rebrand // current problem

what people dislike about Adobe?

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 effectivel y 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 entirel y 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 recentl y posted strong sales, but concerns about its mobile future still dog the company

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Solutions

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 friendl y and easy to learn. Lower cost for better result.

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

Simplicity, User friendl y, 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.

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adobe rebrand // solutions

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adobe rebrand // logo development

LOGO DEVELOPMENT inspirations workmark explorations monogram explorations rough sketches logotype refinement color study final logo font system

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Inspirations

The new Adobe System logo has to reflect the creativity that the company provides. The mark has to be more user friendl y, 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.

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adobe rebrand // inspirations

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Sentence Case

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Sentence Case

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adobe rebrand // wordmark explorations

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adobe rebrand // wordmark explorations

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adobe rebrand // wordmark explorations

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Wordmark - TOP4 Selections

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Economica

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Quicksand

adobe rebrand // wordmark explorations

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Jura

Caviar Dreams

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Monogram - Lower Case

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adobe rebrand // wordmark explorations

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Monogram - Lower Case

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adobe rebrand // monogram explorations

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adobe rebrand // monogram explorations

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Monogram - TOP4 Selections

a a A A Caviar Dreams

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Futura

adobe rebrand // monogram explorations

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Raleway

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adobe rebrand // rough sketches

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Refined Logotype

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Juice Bold

Juice Bold Italic

Juice Italic

Juice Light

Juice Light Italic

Juice Regular

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. Lastl y 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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Quicksand

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 0123456789 !?#%&$@*{(/|\)}

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adobe rebrand // font system

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?#%&$@*{(/|\)} ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?#%&$@*{(/|\)} ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?#%&$@*{(/|\)} ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?#%&$@*{(/|\)}

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adobe rebrand // stationery design

STATIONERY DESIGN letterhead envelope mailing label business card

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adobe rebrand // stationery design

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adobe rebrand // software design

SOFTWARE DESIGN photoshop illustrator indesign after effects flash lightroom CD label master collection

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adobe rebrand // software cover design

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adobe rebrand // software cover design

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Combines Adobe photoshop Adobe illustrator Adobe indesign Adobe after effects Adobe Acrobat XI Pro Creative Cloud

students and teachers edition

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.

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

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

www.adobe.com Adobe Systems Incorporated 345 Park Avenue, San Jose, CA 95110-2704 USA Š 2012 Adobe Systems Incorporated. All rights reserved.

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windows | mac os

Notice to users You 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.

adobe rebrand // master collection design

adobe creative suite

creative suite a whole new experience for digital media creation

windows | mac os

students and teachers edition academic ID required serial number required for installation

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Combines Adobe photoshop Adobe illustrator Adobe indesign Adobe after effects Adobe Acrobat XI Pro Creative Cloud

students and teachers edition

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.

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

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

www.adobe.com Adobe Systems Incorporated 345 Park Avenue, San Jose, CA 95110-2704 USA Š 2012 Adobe Systems Incorporated. All rights reserved.

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windows | mac os

Notice to users You 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.

adobe rebrand // master collection design

adobe creative suite

creative suite a whole new experience for digital media creation

windows | mac os

students and teachers edition academic ID required serial number required for installation

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adobe rebrand // website design

WEBSITE DESIGN homepage products page support page education page download page about page

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adobe rebrand // website design

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adobe rebrand // environmental design

ENVIRONMENTAL desktop design adobe stand design

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Adobe Desktop

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.

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adobe rebrand // environmental design

Adobe Stand

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.

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adobe rebrand // iPad publication design

DIGITAL PUBLICATION iPad publication INSPIRE monthl y issue featured artworks table of contents

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adobe rebrand // iPad publication design

INSPIRE digital publication

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.

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adobe rebrand // poster design

POSTER DESIGN big message creative cloud ad

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adobe rebrand // work in context

WORK IN CONTEXT poster indoor poster on building billboards shopping mall

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adobe rebrand // entire system

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Justin Chen justinchendesign.com jchen.graphics@gmail.com Art Center College of Design Communication Design 04 Instructed by Sean Adams

626 841 1458

FALL 2012