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Adobe Shows How Brand Elements Align with Their Position and Personality

Adobe takes advantage of its personality as a creative, intelligent, successful, and reliable software platform. They use brand elements that align with Adobe’s position as the world’s leading creative software provider. Adobe uses brand elements that align with its personality as a smart, yet down-to-earth technology company and its position as a creative behemoth.

Changing the World Through Digital Experiences
Adobe’s mission is to change the world through digital experiences. Their corporate culture is based on creativity and providing tools and services that help make creativity more productive. In addition to creative software like Photoshop, Acrobat, and After Effects, Adobe also offers all their industry-leading creative software applications as a service through their Adobe Creative Cloud.

Adobe’s Brand Elements
Adobe‘s content speaks in a tone that is authoritative, yet casual and direct. They use appropriate creative descriptions as well as technical jargon when needed. Their logo is a modified triangle letter “A”, in a warm red color. This red is also used in a gradient on the Creative Cloud logo. To help identify product families more clearly, Adobe uses a two-to-three letter, sans serif lettering system, and color code to maintain consistency. Adobe’s collateral material and corporate communications have the same well-designed look and feel as its website and digital elements.

Intelligent Brand Management
Adobe’s wide range of products makes this $11 billion company a market leader in creative software. Adobe’s successful management of its brand image has led them to use brand elements that align with its position and personality, helping them fuel growth and brand value.

—Robert Vergara
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