bg refresh guidelines

Adobe Confidential

Adobe Corporate Brand Visual RefreshSpring 2009

2 Adobe Corporate Brand Visual Refresh | Adobe Confidential

Brand promise

Adobe enables people and organizations to create engaging experiences.

Personality

Innovative, involved, genuine, exceptional

Overview

Adobe logoApply consistent logo staging and treatment. The primary or staged logo should always be used as an introduction, rather than a signature.

ColorAdobe is no longer simply a one-dimensional red company. We will retain red as the primary corporate color, but only use it in deliberate ways as an accent that elevates it to special status; a nod to our history that is reinforced in every communication.

ImageryCombine aspirational, conceptual imagery and dynamic lifestyle photography in an authentic, dramatic, meaningful, and immersive way.

TypographyIntroduce the proprietary typeface Adobe Clean to help differentiate us in the marketplace and re-establish a distinctive typographic identity for Adobe

Visual and Editorial Voice Editorial and design should provide context and meaning to the Adobe story that is genuine, simple, direct, and confident.

The 5 elements below form the basic vocabulary of the Adobe brand refresh. Awareness of the elements is the first step in creating a successful brand message.


The purpose of refreshing the Adobe logo is to modernize and standardize the usage of the current logo through consistent staging treatment. The staging allows the logo to interact with content and should serve as an introduction rather than a signature.

The primary logo usage is staged on a field of red that bleeds off of one side the top or bottom like a label or tag, layering on top of photography, illustration, or color fields from the new system. The red becomes visually more prominent and associates the color with the corporate mark.

The tag-like staging should only occur once per piece. For instance, on a multi-page piece the tag would go on the cover, but the secondary logo usage would be used for the back cover.

Adobe logo: Primary

Primary logo staging with top orientation

Primary logo staging with bottom orientation


XX

XXX

XXXXXX

XMinimum size

For most uses, the minimum size for the Adobe logo staging is .875 high on printed materials and 50 pixels high on web pages. For printed communication, add .125 to top or bottom of the red field to cover bleed. The red field surrounding the Adobe logo equals one-third of the height of the Adobe logo.

Minimum clear space

The clear space surrounding the Adobe logo staging is an integral part of its design. The clear space should measure at least x on all sides, where x equals one-quarter the height of the Adobe logo staging to preserve the impact of our corporate logo.

Color

The Adobe logo staging can be printed using four-color process or Pantone 485. The logo can appear on color, illustration, or photographic backgrounds, as long as the legibility or integrity of the logo is not diminished.

Adobe logo: PrimarySpecifications

Minimum clear spaceRed field surrounding the Adobe logo

Minimum size Pantone 485 with reversed logo

22.225 mm (0.875)

Do not alter the Adobe logo staging in any way. Do not animate, color, rotate, or skew the logo.

Do not separate the elements. Never attempt to set the logo yourself, change the font, or alter

the size, proportions, or space between the Adobe logo and the red field.


Size Recommended for50 pixels web page, direct mail.875 (22.225 mm) 5 x 7 postcard or 6 x 9 booklet1 (25.4 mm) 8.5 x 11 or A4 brochure or 11 x 17 poster2 (50.8 mm) 24 x 36 poster

The staged Adobe logo is available on Brand Center in the following sizes:

Adobe logo: PrimarySpecifications, cont.

22.225 mm (0.875)

25.4 mm (1)

50 pixels

50.8 mm (2)


The purpose of the secondary logo is to close the piece (i.e. mailing address, back of datasheet or brochure).

Minimum size

For most uses, the minimum size for the Adobe logo is .375 high on printed materials and 27 pixels high on web pages.

Minimum clear space

The clear space should measure at least x on all sides, where x equals half the width of the Adobe logo.

Color

The Adobe logo can be printed using 2 colors, black and Pantone 485, black only, or reversed out in white. The logo can appear on color, illustration, or photographic backgrounds, as long as the legibility and the integrity of the logo is not diminished.

Adobe logo: SecondarySpecifications

Minimum clear spacePantone 485 and black

Black onlyMinimum size

9.525 mm (0.375)

Do not alter the Adobe logo in any way. Do not animate, color, rotate, or skew the logo. Do not separate

the elements. Never attempt to set the logo yourself, change the font, or alter the size or proportions.

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GENUINE We are sincere, trustworthy, and reliable. Operating with integrity, being ethical, and treating others with respect is at the heart of Adobes culture.

INVOLVED We are inclusive, open, and actively engaged with our customers, partners, employees, and the communities we serve. People are our greatest asset.

EXCEPTIONAL We are committed to creating exceptional experiences that delight our employees and customers. At Adobe, good enough is not good enough.

INNOVATIVE We are highly creative and strive to connect new ideas with business realities. Ideas come from everywhere in the company.

Adobe Systems Incorporated 345 Park Avenue San Jose, CA 95110-2704 USA www.adobe.com

Adobe, the Adobe logo, Acrobat, and Better by Adobe are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.

2007 Adobe Systems Incorporated. All rights reserved. Printed in the USA.

950047888/07

Generatecontentwithacost-effective,unlimited,concurrentusermodel

TunnelwebconferencingcommunicationsthroughHTTPPort80

DistributeandaccesstrainingthroughanystandardInternetbrowserevenoveradial-upconnection

Virtual classrooms: Deliver live, interactive contentWhile virtual classrooms can save time and money, if the experiences are static and boring, what is the real cost? With Adobe Acrobat Connect Pro software, you can empower trainers to capture and keep learners attention and help increase knowledge retention by making the experience funandinteractive.Youcanquicklycreateonlineclasseswithcustomizablelayoutsandreusable,

archived content, and connect participants with audio, video, and interactive simulations to address a variety of learning stylesjust as you would in a physical classroom.

With Adobe solutions, you can:

DeliverandtrackAdobePresentercoursesinsidevirtualclassrooms

Customizeclassroomlayoutsandsavethemastemplatesforreuse

Usebreakoutroomstofocusdiscussions

Enablealllearnerstopracticeatthesametime

Providedownloadable,recordedsessions

Evaluatevirtualclassroomeffectivenesswithcustomizedreports

Trackindividuallearnerprogress

Flexible deployment options for organizations of all kindsAdobe has over 25 years of product development experience. Thats why you can be confident that Acrobat Connect Pro will be ready on day 1 of your implementationwhether youre a university,governmentagency,orFortune500enterprise.

Built on open standardsAcrobat Connect Pro is based on an open, extensible architecture that supports cost-effective integration with existing infrastructure and future investments. Acrobat Connect Pro uses standards such as XML and Java to exchange data, and it offers a full developer resource center with hundreds of APIs and software development kits (SDKs).

Products in this solution

AdobeAcrobatConnectPro

AdobeAcrobatConnectProTraining

AdobeCaptivate

AdobeFlashPlayer

For more information

For more details about Adobe solutions for training and eLearning, visit www.adobe.com/resources/elearning.

Adobe solutions for training and eLearning can transform your agencys online training. Acrobat Connect Pro software enables you to deliver real-time and on-demand training instantly in any bandwidth on many devices.

Graphic or table

Adobe Government and eLearning Solution Brief

50-85-word intro The learning and performance support needs of an increasingly diverse workforce have never been greater. Whether its training new employees, helping workers learn new applications, or providing situational training to help warfighters and first responders deal with issues immediately, there is a very real need for instant, cost-effective training. Duisi blaorpero enisi blaor ing er alis am ipis ad tetumsan ut init delisi bla facidunt dit, sustio corperaesto conummod tat am zzriusto.

Forrester Research notes that 45% of public employees in the United States will be at retirement age within the next 5 years. This impending retirement wave is creating a knowledge void in government that can be addressed through training, mentoring, and other methods. Forrester implores, Now is the time to start.

Real-time and just-in-time solutions for government agencies extend training to people virtually anywhere

Traditional training methods are becoming cost-prohibitive and arent always available to the people who need them In an effort to become more efficient and effective with fewer resources, governments are actively seeking ways to recruit and retain key personnel. They need training and recruitment programs to help fill positions and to provide government contractors with the workforce necessary to meet service demands and technology proficiency requirements.

Unfortunately, traditional classroom training is becoming cost-prohibitive, and many alternatives, such as CDs and training manuals, are not always available to all people, anywhere in the world. While eLearning is gaining popularity, many of these solutions require agencies to install unwieldy software. Not only does this increase cost, even for employees in an office setting, but it also makes it impossible to extend training to mobile workers and warfighters in less predictable circumstances. Adobe solutions for training and eLearning arm people virtually anywhere, using many different devices, with information to make the right decisions.

Rapid training: Get training where its needed, when its neededAdobe Acrobat Connect Pro software provides interactive tools to help you deliver engaging training that users can instantly access from anywhere. You can quickly design courses that leverage existing Microsoft PowerPoint content using Adobe Presenter software, and create interactive simulations using Adobe Captivate software.

Managing courses is easy with enrollment, automatic learner notifications, and custom report features. All your learners do is click a URLno downloads or plug-ins requiredand work through courses are their own pace, wherever and whenever its convenient for them.

With Adobe solutions for training and eLearning, government agencies can:

Designcompellingcontentnospecializedprogrammingskillsrequired

IncorporateexistingMicrosoftPowerPointcontent

Addrichmedia,includingaudioandvideo

Createinteractivetutorialsandsimulations

Manageenrollmentandnotification

Allowlearnerstoself-enrollthroughanonlinecatalog

Addressavarietyoflearningstyles

These examples demonstrate how the logo interacts with the content of the piece. The logo staging introduces the message by staging it in a position that visually plays off of the title or subject of the piece while the standard logo is used in a secondary position to close the piece (i.e. mailing address, back of datasheet or brochure).

Adobe logo: Usage examples

Brochure PosterFront Datasheet

Web page or Direct mail

Back


Color

Pant

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485

Pant

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137

Pant

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109

Pant

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382

Pant

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2995

Pant

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266

Blac

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Pant

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431

Pant

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Cool

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Whi

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The corporate color system reflects a rich, dynamic, multi-dimensional Adobe. Adobe is no longer simply a one-dimensional red company. Red is the primary corporate color but should only be used in deliberate ways as an accent that elevates it to special status; a nod to our history that is reinforced in every communication.

The existing red/gray/black has been expanded to a limited use of both warm and cool variations that compliment each other and can be used in combination as long as the integrity of the brand is not diminished.


VOLUNTEERISM is one of Adobe's Core Values and the Community Relations team has put together a variety of programs.

Adobe C

orporate Social Responsibility

Lorem Ipsum Dolor Sit Amet

Color: Usage examples

The new system transcends campaign and product release cycles while still being flexible enough to work with already established product color systems. When color is used as an explicit design element the system calls for pairing dynamic colors with neutral colors, letting one dominate the other. If your dominant color is dynamic, then your accents should be neutral and vice versa. Red is reserved for the logo or associated products, but should not be used as a flood or type color including product logotypes. Going forward product logotypes will be set in all black or reversed out in white.

Color Pantone C M Y K R G B Web # Adobe Red Pantone 485 0 100 100 0 255 0 0 FF0000 Black Black 0 0 0 100 0 0 0 000000 Adobe Gray Cool Gray 7 0 0 0 50 153 153 153 999999 White 0 0 0 0 255 255 255 FFFFFF Orange Pantone 137 0 35 90 0 251 176 52 FBB034 Yellow Pantone 109 0 10 100 0 255 221 0 FFDD00 Green Pantone 382 29 0 100 0 193 216 47 C1D82F Blue Pantone 2995 90 11 0 0 0 164 228 00A4E4 Warm Gray Warm Gray 10 0 14 28 55 138 121 103 8A7967 Charcoal Gray Pantone 431 11 1 0 65 106 115 123 6A737B

Color: Specifications

The Adobe corporate color palette is based on a core set of colors. Additional colors are available based upon particular products. If your communication is product related, follow the guidelines and relative colors found in the product guidelines.



The brand imagery creation involves a system that allows for the combination of aspirational, conceptual imagery and dynamic lifestyle photography that is authentic, meaningful, and immersive.

Imagery Three-tier system:

1. Abstract metaphor for high concept, program identity (i.e. light, energy, community)

2. Reportage lifestyle photography to document the customer/employee experience.

3. Conceptual imagery to illustrate benefits or solutions (i.e. 401K, stock, bonuses)

Imagery

Abstract Metaphor

Conceptual illustration

Reportage Lifestyle

Photography


VOLUNTEERISM is one of Adobe's Core Values and the Community Relations team has put together a variety of programs.

Adobe C

orporate Social Responsibility

Lorem Ipsum Dolor Sit Amet

Imagery: Usage examples

1. Abstract program identity imagery can play off of already established product color systems and should embrace the themes of the program. Please note: Creation of primary identity imagery must go through the Brand Strategy team.

2. Lifestyle photography should be shot with the environment as hero rather than the individual, done in a reportage style, speaking in the visual vernacular of the customer. Natural light, genuine moments of engagement and collaboration, mixing color and black and white. Avoid literal visual metaphors.

3. Conceptual illustration. Adobe has long been the standard bearer for illustrators and we should act as curator, keeping style and concepts as current as possible.

Web page or Direct mail

Brochure Poster


Imagery: Photography

Image system contains a mix of atmospheres and details, depersonalized and highly personal photos.

Atmospheric/detail Depersonalized Personal


Imagery: Photography Examples

Photos should document the customer and/or employee experience in an authentic way that allows the user to identify with the subject matter. When using more than one photo on the same page a mix of all types should be used. Never run photos together that depict the same emotion and the same camera angle. Consideration should be paid to pairing images whose juxtaposition tells a bigger story.

DOWhen using more than one photo on the same page a mix of all types should be used.

DONTNever run photos together that depict the same emotion and the same camera angle.


Adobe Clean

The introduction of the proprietary typeface Adobe Clean is to help differentiate us in the marketplace. It will not be for sale to the general public.

This set of Adobe Clean will ensure consistency yet still allow for creative typography. In order to use Adobe Clean with the existing Myriad logo, avoid using condensed or extended type. Short headlines or labels can be all caps, otherwise headlines and subheads are sentence case.

While Adobe Clean is the primary typeface, Minion Pro is the secondary typeface used for body copy when appropriate. Avoid using weights other than Minion Pro Regular.

The Adobe Clean font set is available on the Brand Center. For more information on Adobe Clean, contact the Brand Strategy team.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{}|:;:?,./Adobe Clean Regular

Typography

Corporate font set

Adobe Clean Light

Adobe Clean Light Italic

Adobe Clean Regular

Adobe Clean Italic

Adobe Clean Bold

Adobe Clean Bold Italic

Adobe Clean Regular SemiCondensed

Adobe Clean Regular SemiCondensed Italic

Adobe Clean Bold SemiCondensed

Adobe Clean Bold SemiCondensed Italic

Note: Alternate glyphs are available for

the letter g and number 1 in Adobe

Clean Regular. Use OpenType Proportional

Lining for numerals.


Voice

Visual and Editorial Voice

Editorial and design should provide context and meaning to the Adobe story that is honest, visionary, caring, and smart. We expect a certain level of intelligence from our audience, avoiding lowest-common-denominator communication. Visuals and type should not compete, but support each other. We are direct and confident, bold yet not boastful. In display type, the voice should speak peer to peer and focus on real-world value rather than technical features.

We speak conversationally. We evince a passion for technology but an understanding that innovation is nothing without customer benefit. We have a strong voice that understands customer needs, leads changes, and commands trust. We revolutionize the way people communicate with ideas and information. We are revolutionaries.



50-85-word intro e learning and performance support needs of an increasingly diverse workforce have never been greater. Whether its training new employees, helping workers learn new applications, or providing situational training to help warghters and rst responders deal with issues immediately, there is a very real need for instant, cost-eective training. Duisi blaorpero enisi blaor ing er alis am ipis ad tetumsan ut init delisi bla facidunt dit, sustio corperaesto conummod tat am zzriusto.

Forrester Research notes that 45% of public employees in the United States will be at retirement age within the next 5 years. is impending retirement wave is creating a knowledge void in government that can be addressed through training, mentoring, and other methods. Forrester implores, Now is the time to start.


Traditional training methods are becoming cost-prohibitive and arent always available to the people who need them In an eort to become more ecient and eective with fewer resources, governments are actively seeking ways to recruit and retain key personnel. ey need training and recruitment programs to help ll positions and to provide government contractors with the workforce necessary to meet service demands and technology prociency requirements.

Unfortunately, traditional classroom training is becoming cost-prohibitive, and many alternatives, such as CDs and training manuals, are not always available to all people, anywhere in the world. While eLearning is gaining popularity, many of these solutions require agencies to install unwieldy soware. Not only does this increase cost, even for employees in an oce setting, but it also makes it impossible to extend training to mobile workers and warghters in less predictable circumstances. Adobe solutions for training and eLearning arm people virtually anywhere, using many dierent devices, with information to make the right decisions.

Rapid training: Get training where its needed, when its neededAdobe Acrobat Connect Pro soware provides interactive tools to help you deliver engaging training that users can instantly access from anywhere. You can quickly design courses that leverage existing Microso PowerPoint content using Adobe Presenter soware, and create interactive simulations using Adobe Captivate soware.

Managing courses is easy with enrollment, automatic learner notications, and custom report features. All your learners do is click a URLno downloads or plug-ins requiredand work through courses are their own pace, wherever and whenever its convenient for them.


t%FTJHODPNQFMMJOHDPOUFOUOPTQFDJBMJ[FEQSPHSBNNJOHTLJMMTSFRVJSFEt *ODPSQPSBUFFYJTUJOH.JDSPTP1PXFS1PJOUDPOUFOUt"EESJDINFEJBJODMVEJOHBVEJPBOEWJEFPt$SFBUFJOUFSBDUJWFUVUPSJBMTBOETJNVMBUJPOTt.BOBHFFOSPMMNFOUBOEOPUJDBUJPOt"MMPXMFBSOFSTUPTFMGFOSPMMUISPVHIBOPOMJOFDBUBMPHt"EESFTTBWBSJFUZPGMFBSOJOHTUZMFT

Voice: Editorial examples


50-85-word intro e learning and performance support needs of an increasingly diverse workforce have never been greater. Whether its training new employees, helping workers learn new applications, or providing situational training to help warghters and rst responders deal with issues immediately, there is a very real need for instant, cost-eective training. Duisi blaorpero enisi blaor ing er alis am ipis ad tetumsan ut init delisi bla facidunt dit, sustio corperaesto conummod tat am zzriusto.

Forrester Research notes that 45% of public employees in the United States will be at retirement age within the next 5 years. is impending retirement wave is creating a knowledge void in government that can be addressed through training, mentoring, and other methods. Forrester implores, Now is the time to start.


Traditional training methods are becoming cost-prohibitive and arent always available to the people who need them In an eort to become more ecient and eective with fewer resources, governments are actively seeking ways to recruit and retain key personnel. ey need training and recruitment programs to help ll positions and to provide government contractors with the workforce necessary to meet service demands and technology prociency requirements.

Unfortunately, traditional classroom training is becoming cost-prohibitive, and many alternatives, such as CDs and training manuals, are not always available to all people, anywhere in the world. While eLearning is gaining popularity, many of these solutions require agencies to install unwieldy soware. Not only does this increase cost, even for employees in an oce setting, but it also makes it impossible to extend training to mobile workers and warghters in less predictable circumstances. Adobe solutions for training and eLearning arm people virtually anywhere, using many dierent devices, with information to make the right decisions.

Rapid training: Get training where its needed, when its neededAdobe Acrobat Connect Pro soware provides interactive tools to help you deliver engaging training that users can instantly access from anywhere. You can quickly design courses that leverage existing Microso PowerPoint content using Adobe Presenter soware, and create interactive simulations using Adobe Captivate soware.

Managing courses is easy with enrollment, automatic learner notications, and custom report features. All your learners do is click a URLno downloads or plug-ins requiredand work through courses are their own pace, wherever and whenever its convenient for them.


t%FTJHODPNQFMMJOHDPOUFOUOPTQFDJBMJ[FEQSPHSBNNJOHTLJMMTSFRVJSFEt *ODPSQPSBUFFYJTUJOH.JDSPTP1PXFS1PJOUDPOUFOUt"EESJDINFEJBJODMVEJOHBVEJPBOEWJEFPt$SFBUFJOUFSBDUJWFUVUPSJBMTBOETJNVMBUJPOTt.BOBHFFOSPMMNFOUBOEOPUJDBUJPOt"MMPXMFBSOFSTUPTFMGFOSPMMUISPVHIBOPOMJOFDBUBMPHt"EESFTTBWBSJFUZPGMFBSOJOHTUZMFT

Before

After



Before

After


Voice

Before

After


The Adobe Brand Center is a convenient source for artwork files and detailed brand information. All of the marketing and product images from this document are available for download in the Asset Library in the Adobe Brand Center: http://www.adobe.com/brandcenter/library/corporate/brand_refresh.html.

Please send all communication materials for brand and trademark review to: brandapproval@adobe.com.For questions, please contact:

Brand Strategy and DesignJim Petersen Director petersen@adobe.com 408-536-5389

Alison Tre WW Sr. Brand Strategist Business productivity, Platform, Mobile, Geo Comm, Verticals manufacturing, government, financial services, telecommunications atre@adobe.com 408-536-6475

Siri Lackovic WW Sr. Brand Strategist Creative Pro, Print and Classic Publishing, Corporate, Education vertical slackovi@adobe.com 408-536-3129

For more information

Wendy Grim Brand Strategist Specialist Brand Center, Brand Guidelines wgrim@adobe.com 408-536-2375

Eddie Yuen Design Manager eyuen@adobe.com 408-536-4862

Doug Beach Creative Director dbeach@adobe.com 408-536-3591


FAQ


When do we start using the new fonts and logo staging?

Today!

Do not update anything just to incorporate the new font and/or logo staging.

If a piece is in progress, do not incur extra expense simply to make these changes.

Implement the changes at the next logical revision of the piece (e.g. Product release or major campaign)

FAQ


Did the corporate logo change?

No, the corporate logo is not being altered in any way, including the font for Adobe, only the staging of the logo.

FAQ


Is there a new serif font to replace Minion?

No. Minion is still a current Adobe corporate font, and should continue to be used as secondary typeface when appropriate.

FAQ


Will product logotypes be updated to the new font?

Yes, moving forward product logotypes will be created using Adobe Clean at their next product release. They will be provided in all black and all white; the red/black combination will be discontinued.

FAQ


Who can use the new font and are there any guidelines for its use?

Adobe Clean is available only for Adobe employees and approved vendors.

For use on Adobe projects only.

It will not be available for purchase and should not be distributed for any use outside of Adobe.

Use of Adobe Clean for any non-Adobe purposes is strictly prohibited.

FAQ


Install Adobe Clean

OpenType, cross platform

Completely delete any version of Adobe clean on your computer including Adobe Clean UI.

Adobe Clean UI will not be released at this time.

FAQ


Timeline

Roll-out to Adobes creative agencies 4/6

Guideline & assets available on Brand Center 4/7

Company-wide announcement mid-April

When to begin to implement? @ next logical rev


For a complete FAQ , visit Brand center at http://www.adobe.com/brandcenter/library/corporate/brand_refresh.html

Additional questions?

Consult your creative contacts at Adobe

Email: askbrand@adobe.com

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