Adobe, a brand synonymous with the intersection of creativity and technology, has collaborated with Mother Design to rethink and codify its brand system. Mother’s goal: to solidify and sharpen Adobe’s identity and system elements. To that end, the design firm delivered a recognizable, adaptable, and scalable solution that emphasizes simplicity, clarity and recognizability.
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This included tweaking — but also doubling down — on the logotype to spotlight the Adobe name without additional adornment. It also included clarifying the color palette with a renewed focus on black, white, and particularly Adobe’s signature red. “We transformed the negative-space ‘A’ logo into a positive-space expression,” states Mother, “and integrated it into a wordmark inspired by Marva Warnock’s 1982 design.”
To add clarity to Adobe’s presence across its product line, Mother created the Adobe lens, a frame-like graphic device that contains, highlights, and transforms imagery. The lens, say the designers, is intended as a unifying, immediately recognizable symbol representing Adobe’s role as a “portal” to transformation and creativity.
Mother also worked with Adobe’s type design team and MCKL type to evolve the Adobe Clean type family into a display typeface.
