Adobe Experience Cloud brand expression 2020-2022

To share where I’ve helped move the Adobe brand recently, I need to share some samples of where we were a few years ago. I think it will show how we expressed the brand for Adobe Experience Cloud and how we have progressed it this year. I’m going to first share the brand guidelines for Adobe Experience Cloud from 2020, and then show you the new tagline for 2022 and design updates. This is going to be a long scroll, but it showcases a ton of thought and creative ideas. Enjoy.

Because we work with very difficult to understand technology topics, we had a very abstract visual style—so we could express those tech topics in simple visuals. But then we realized that our look was so abstract and cold. It didn’t connect at a human level.

So we launched a new tagline that brought back the humanity. And it connected our product differentiation of delivering personalization to customers at scale. The new tagline is “Make the Digital Economy Personal. And here are a few slides that helped setup that brand platform.

Now I will show the visual progression we made. Moving away slowly from abstract objects to adding in elements of humanity in illustration. And finally the last move of creating a frame that represents the Adobe brand and placing real people (photography or illustrations) to show how the brand can be more human. Thus making the connection with our new tagline around Making it Personal.