Reimagine Brand Identity
D&AD NEW BLOOD AWARDS 2016 invited students to reimagine a new identity concept for Adobe Creative Cloud (CC), aiming to reach young creative people. Not a simple task considering their over 6.1 Million paid subscribers and their multi-device platforms. With this in mind, I would like to share my idea of a new brand identity for Creative Cloud that aims to make CC more accessible and useful to their users, turning the idea of brand identity into a user experience – while adding functionality.
BACKGROUND
UCLA-students did a psychological experiment, proving that we don't remember visual details of logos which we see every day (in their case Apple's). This is due to the overload of visual input we experience daily and our brains are programmed to forget those details.
That's why my identity concept is focusing on functionality and experience, creating a stronger bond between brand and users.
You can read the article here:
http://www.tandfonline.com/doi/full/10.1080/17470218.2014.1002798
Why should the logo just sit on the screen and do nothing?
Let's give it something FUN to do!
