Adobe has re-engineered its global brand system, working with design studio Mother Design to unify disparate brand elements and provide a consistent visual language across the global user experience.
At its core, Adobe’s iconic wordmark was reimagined. Inspired by the original logo created in 1982 by co-founder John Warnock’s wife and designer, Marva Warnock, the new wordmark was born, one that retained that spirit while adding a contemporary sensibility. The wordmark shifts the shaded “A” logo into positive space, conveying a confident, timeless visual impact. Adobe also clarified its color scheme around its signature colors of black, white and red to further increase brand recognition.
The newly introduced 'Adobe Lens' is a core graphic device for brand expression. This device is a frame that contains, transforms, and emphasizes images, and visualizes Adobe's identity as a gateway to creativity and change. It is designed to flexibly respond to various situations by setting various states and actions (e.g., transition, focus, red wash, etc.).
In the typography sector, Adobe Clean, Adobe’s own font, has evolved into a display-only font. Jointly developed by the Adobe design team and MCKL Type, this font enhances the readability and consistency of product brands and content.
This system also extends to product branding. Adobe introduced a unified product lock based on ‘Adobe Clean Display’ and unified the visual identity of each product line. It also reorganized icons, containers, and motions in a consistent manner through linkage with Adobe’s UI design framework ‘Spectrum’.
