No, this is not Adobe’s new logo

Photo of author

By Webdesk

Adobe has started using some new branding in the most recent promotional videos for its generative AI apps. The new branding combines the current Adobe corporate brand (the triangular “A” logo) with the company’s Adobe Clean font (used in the software giant’s current logo) to spell out the name Adobe. You’d be forgiven for assuming this was an update to the logo introduced in 2020, but according to Adobe, this “wordmark” doesn’t replace the official logo the company currently uses.

“It doesn’t replace the logo; it’s just a new expression in the way we create the way our brand appears in the world,” Heather Combs, head of brand strategy at Adobe, said to Fast company. “We have had a logo for a long time. A beautiful logo, which is still our logo. We just added a new piece to the toolkit so we can express the brand in multiple ways.”

The wordmark “snaps” together neatly to form Adobe’s corporate brand at the beginning of some of its recent marketing videos.
Image: Adobe / Fast company

The actual terminology here is quite interchangeable. Combs refers to the “A” design element – created in 1982 by Marva Warnock, the wife of Adobe co-founder John Warnock – as the “logo” in that quote. But it’s also just one of two elements that make up the company officially logo, the other is a font that spells out Adobe’s name. And the presentation used for the name has changed a few times: between 1982-1993 the text spelled out only the remaining “dobe”, although this eventually changed to include the company character “A” And the full Adobe name.

In any case, this new word mark shows how superfluous the current logo is. Do it Real do you need that extra “A”? And if both the corporate brand and the full text logo can be used interchangeably, well, Adobe’s logo, why can’t the wordmark? Even Combs acknowledged that the wordmark gives Adobe “a somewhat more condensed way of expressing the brand.” The changes aren’t even that major – the redundant “a” has been removed, the font has been made a bit bolder, and the colors of the triangular “A” logo have been reversed to match the text. It looks much more compact and modern than the logo introduced in 2020.

For comparison, this is the current Adobe logo as of 2020. The redundant “A” in the text portion of the design makes me tremble.
Image: Adobe

The appearance of the wordmark alongside materials promoting Adobe’s generative AI tools suggests we may be seeing a lot more of it in the future. Combs refused Fast company‘s request to confirm whether this was used as a mascot of sorts for its AI products, but admits they’ve at least partially inspired the company to liven things up. “With what we were doing around generative AI and Firefly, we wanted to be more on the edge. And I think we see the wordmark as a really fresh, bold way to express the brand,” she said.

Adobe doesn’t currently plan to update its current logo to the new wordmark anytime soon, but that doesn’t mean future changes are unwelcome, as long as they stay true to the company’s history. “Our company logo is widely recognized. It’s something that a lot of people see and feel very positive things about,” Combs said. “And I kind of want to build on that.”

Source link

Share via
Copy link