Adobe
2025
2025
In a crowded creative landscape, Adobe sought to solidify and sharpen its identity, system elements, and portfolio. We were tasked with bringing larger brand clarity throughout all of Adobe’s products, experiences, and offerings. In doing so, Adobe sought to maintain its position as a category leader and look to the future by continuing to define itself as a champion for creativity.
We focused on its iconic brand elements and behaviors through simplicity and precision. Reimagining Adobe’s mark inspired by Marva Warnock’s 1982 design, we created a confident logotype that felt both inevitable and timeless—like it had always been an integral part of the brand’s DNA. The intention behind this shift was to consistently emphasize the Adobe name rather than requiring additional mental connections between logos, wordmarks, and lockups.
Drawing from its rich heritage, we clarified and refined its color palette, collaborated with Adobe’s type design team and MCKL Type to develop a cohesive display typeface that would mark the evolution of the Adobe Clean family, and introduced refreshed product lockups. New to the system is the Adobe Lens; a unifying graphic device symbolizing the brand’s portal to transformation and creativity.
This comprehensive update extended across Adobe’s product ecosystem, establishing a scalable design system. By balancing product differentiation with brand unity, the system ensures a seamless, recognizable presence across all platforms.
We focused on its iconic brand elements and behaviors through simplicity and precision. Reimagining Adobe’s mark inspired by Marva Warnock’s 1982 design, we created a confident logotype that felt both inevitable and timeless—like it had always been an integral part of the brand’s DNA. The intention behind this shift was to consistently emphasize the Adobe name rather than requiring additional mental connections between logos, wordmarks, and lockups.
Drawing from its rich heritage, we clarified and refined its color palette, collaborated with Adobe’s type design team and MCKL Type to develop a cohesive display typeface that would mark the evolution of the Adobe Clean family, and introduced refreshed product lockups. New to the system is the Adobe Lens; a unifying graphic device symbolizing the brand’s portal to transformation and creativity.
This comprehensive update extended across Adobe’s product ecosystem, establishing a scalable design system. By balancing product differentiation with brand unity, the system ensures a seamless, recognizable presence across all platforms.
Designed with—Mother Design
Mother Design
Head of Design—Mark Sloan
Managing Director—Danielle Horanieh
Account Director—Valdete Cake
Account Manager—Emily Kopec
Creative Director—Matt van Leeuwen
Associate Creative Director—Elliot Vredenburg, Justin Fines
Motion Director—Olga Povarchuk
Motion Designer—Natalie Hawkins
Strategist—Marshall Woodward, Dani Sampson
Senior Designer—Kees Bakker, Bentzion Goldman, Larisa Martin, Morgan Smith, Yihuang Zhou
Designer—Woojin Nam
Partners
Logo & Type Refinement—Jeremy Mickel (MCKL)
Art Direction—Julia Johnson
Case Study
Art Direction—Bentzion Goldman
Design—Bentzion Goldman, Manya Swick
Photography—Matthew Gordon
Motion—Olga Povarchuk, Natalie Hawkins, Manya Swick, Iain Acton
Mother Design
Head of Design—Mark Sloan
Managing Director—Danielle Horanieh
Account Director—Valdete Cake
Account Manager—Emily Kopec
Creative Director—Matt van Leeuwen
Associate Creative Director—Elliot Vredenburg, Justin Fines
Motion Director—Olga Povarchuk
Motion Designer—Natalie Hawkins
Strategist—Marshall Woodward, Dani Sampson
Senior Designer—Kees Bakker, Bentzion Goldman, Larisa Martin, Morgan Smith, Yihuang Zhou
Designer—Woojin Nam
Partners
Logo & Type Refinement—Jeremy Mickel (MCKL)
Art Direction—Julia Johnson
Case Study
Art Direction—Bentzion Goldman
Design—Bentzion Goldman, Manya Swick
Photography—Matthew Gordon
Motion—Olga Povarchuk, Natalie Hawkins, Manya Swick, Iain Acton