Manual Adobe

Adobe Corporate Brand Guidelines
Implementing the Adobe brand in communications Updated 25 October 2010

Adobe Confidential

Table of contents

Adobe brand: Corporate mission statement Adobe brand platform: Brand promise Adobe brand platform: Brand personality The Adobe logo The Adobe logo Red tag logo: Specifications Standard logo: Specifications Which logo do I use? Usage examples:Printed communications Usage examples: Online communications Usage examples: Tradeshow graphics Incorrect use Visual identity Color Color: Specifications Color: Usage examples Imagery Imagery: Usage examples Imagery: Photography Imagery: Photography examples Typography: Corporate typefaces Typography: Using Adobe Clean Typography: Trademark symbols Typography: Using other fonts Logotypes Logotypes:Trademark symbols

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Mnemonic system: Strategy Mnemonic system: Specifications Mnemonic system: Examples Program badges Branded merchandise Branded merchandise overview Usage examples Code names and team names on branded merchandise Corporate templates Collateral templates E-mail signature Presentation templates Stationery Legalguidelines Company name When to add a trademark symbol to “Adobe” Trademark symbols on the web Copyright notice & attribution statements Editorial voice Overview Voice: Examples Adobe.com and editorial differentiation For more information

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Adobe brand: Corporate mission statement
Adobe revolutionizes how the world engageswith ideas and information.

Since its earliest days, Adobe has established a strong brand identity. Our award-winning products have earned a reputation for quality and excellence that few can rival. Our corporate mission and positioning, as well as our brand platform, reflect that heritage.

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Adobe Corporate Brand Guidelines | Adobe Confidential | 25 October 2010

Adobe brandplatform: Brand promise
Adobe enables people and organizations to create engaging experiences.

Our communications should all play back to the characteristics of an “engaging experience”. We believe engaging experiences are: Available Readily available to the customer any time, anywhere and on their medium of choice. For example, United Airlines enables you to book a flight, choose your seat, check in,and get flight delay info 24x7 from your desktop or mobile device. Wells Fargo provides 24x7 account information, service enrollment, and transactions. Facilitates interaction with others (e.g., social networking sites like MySpace, LinkedIn, and Facebook), unlocks tremendous value, is personalized, crosses boundaries between business and personal networks. For example, booking a vacation andreading reviews from previous guests at Yelp.com to find out more about hotels or restaurants in the area. More interactive and entertaining — for example, Nike.com website where you can customize your own shoes with NikeID, order different right and left shoe sizes or different colors for the sole, base, lining, etc. Interactions and transactions are easy. For example, Amazon.com with one-clickpurchases, iTunes with easy no touch synchronization, and, as you’ll see in a short demo, a faster-to-complete insurance claim form process built into LiveCycle and Flex. Customized to individual customer needs — for example, MyYahoo portal, which is an eBay application built on Adobe AIR that enables eBay users to have their own watch list notifying them when they are outbid. Allows you to respond tothe customer in a timely fashion, such as live chat on a customer support or direct commerce website — for example, Amazon.com offers to call you at a time you specify. Amazon.com knows who the customer is when the call starts, there is no wait for a representative, and the rep is ready to immediately resolve customer problems.

Collaborative

Compelling Easy-to-use

Personalized...