When we began thinking about what we wanted to do for CS5, the one thing we all agreed on was that we wanted to bring back a sense of joy to the brand work. Our goal was to move beyond the monolithic expression of of the CS3 and CS4 systems and create a more dynamic language. We wanted to bring back inspirational and aspirational artistic qualities to the identity system while leveraging the successful patterns we’ve established with CS3 and CS4. Everyone missed the more whimsical imagery that was such a big part of Adobe’s heritage and wanted to surprise and inspire our users and give them something new.
Team: Shawn Cheris, Michael Gough, Ryan Hicks, David Lemon, Ty Lettau, David Nelson, Vero Schlick, Robert Slimbach, Miguel Sousa