adobe rebrand
DESCRIPTION
A process book for my communication design 4 project - Adobe Rebrand.TRANSCRIPT
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
003
017
063
067
087
091
095
099
107
113
TABLE OF CONTENTS
INTRODUCTION
003
adobe rebrand // introduction
company backgroundfounders and namecurrent logocurrent problemssolutions
004
The headquarters of Adobe Systems in downtown San Jose, California. Adobe
Systems West Tower (left) and Adobe Systems East Tower (right).
005
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.
006
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
007
adobe rebrand // founders
The company name Adobe comes from Adobe Creek in Los Altos, California
009
adobe rebrand // original logo
Adobe’s corporate logo was designed by
Marva Warnock, wife of John Warnock, who
is also a graphic designer.
011
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
013
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?
014
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
017
adobe rebrand // logo development
LOGO DEVELOPMENT
inspirationsworkmark explorationsmonogram explorationsrough sketcheslogotype refinementcolor studyfinal logofont system
018
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
039
adobe rebrand // wordmark explorations
Jura Caviar Dreams
adobe
ADOBE
Adobe
Adobe
adobe
ADOBE
Adobe
Adobe
052
Refined Logotype
Juice Bold
Juice Bold Italic
Juice Italic
Juice Light
Juice Light Italic
Juice Regular
adobe
adobe
adobe
adobe
adobe
adobe
053
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.
061
adobe rebrand // font system
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!?#%&$@*{(/|\)}
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!?#%&$@*{(/|\)}
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!?#%&$@*{(/|\)}
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!?#%&$@*{(/|\)}
063
adobe rebrand // stationery design
STATIONERY DESIGN
letterheadenvelope mailing labelbusiness card
067
adobe rebrand // software design
SOFTWARE DESIGN
photoshopillustratorindesignafter effectsflashlightroomCD labelmaster collection
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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
dow
s | ma
c o
s
a whole new experience for digital media creation
windows | mac os
creative suite
students and teachers editionacademic ID required
serial number required for installation
ad
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itestu
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083
adobe rebrand // master collection design
win
dow
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win
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084
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
ob
e c
rea
tive su
itestu
de
nts a
nd
tea
ch
ers e
ditio
n
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
en
ts and
tea
ch
ers e
ditio
n
087
adobe rebrand // website design
WEBSITE DESIGN
homepageproducts pagesupport pageeducation pagedownload pageabout page
092
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
093
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
095
DIGITAL PUBLICATION
iPad publicationINSPIRE monthly issuefeatured artworkstable of contents
adobe rebrand // iPad publication design
097
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
107
adobe rebrand // work in context
WORK IN CONTEXT
poster indoorposter on buildingbillboardsshopping mall
Justin Chen
justinchendesign.com
Art Center College of Design
Communication Design 04
Instructed by Sean Adams
626 841 1458
FALL 2
012