Adobe / Acrobat Identity

Evolving A Standard

Since its inception, Acrobat has defined the document solutions category, making PDF one of the most widely adopted file formats. With each new version, the iconic trefoil mark evolves alongside new product features.

As part of Adobe’s shift to a web-based delivery model, the Acrobat mark was reintroduced as the signature identity for Document Cloud. The refreshed rendering expresses a level of refinement and restraint emblematic of Adobe’s flagship cloud properties.

Adobe Acrobat Identity Explorations on White

The identity played a large role in the marketing effort to introduce Acrobat’s shift to Document Cloud.

Adobe Acrobat Website Product landing page on laptop

For release 11, the mark evolved to reflect a highly dynamic and media-rich feature set. The new collection of renderings adapt broadly to packaging and digital applications.

Adobe Acrobat 11 of Animation Storyboard

Adobe Acrobat 11 of Product Packaging Boxes

Adobe Acrobat 10 Identity Exploration Hero

Adobe Acrobat 10 Identity Exploration Sequence

Adobe Acrobat 10 Product Packaging Boxes

For an identity with strong brand recognition, refreshing the trefoil mark required an exhaustive study, exploring the relationship between fluidity and form.

Adobe Acrobat 10 Identity Exploration Red

Adobe Acrobat 10 Identity Explorations and Studies

Adobe Acrobat 11 Identity exploration for animation

Adobe Acrobat 12 Identity exploration on the wall at Tolleson

Adobe Acrobat 10 Identity exploration with black