rebrand A New Look for an Exciting Future

Today we’re excited to show the world our updated brand identity with a new, modern look to take us into the future as a company.

Over the past two years, we’ve worked tirelessly to build a world class in-house creative agency and this is the first major body of work that has come from that team. As a company that serves creatives we want to ensure we remain creative ourselves, which is why it was so important to build this creative capability from the ground up, internally.

When we decided to update our brand, we approached the task with the same mindset and design philosophy we bring to our product: it had to be cinematic, premium, and professional. Most of all, wearing our logo on a T-shirt had to stand for something—a commitment to creative excellence.

A fresh color palette and gradient system now tie the brand together, drawing inspiration from our product’s core UI colors. Iridescent hues that emulate warm-cool cinematography language further complement the imagery.

Our modernized Play button-inspired mark is now bolder, with more balanced contours, and its shape is echoed in cast lighting, which plays a big role throughout our website. And last, but hardly least, we’re introducing Frame Gothic, our striking new font, designed from scratch in fully variable weights and sizes.

Frame Gothic has all the weights.

We have been so fortunate to transform from a small startup to a brand that’s trusted by professional creators across the industry, and maintaining our authenticity has been pivotal to our success. It’s something we sweat the details about, from the way we speak to workflows in our marketing copy to how we represent creatives at work.

The new brand system is just the beginning of the next chapter in our journey. At Adobe MAX we’ll have two groundbreaking integrations to share, so stay tuned. We can’t wait to show you what’s next, and look forward to continuing on this path with all of you.

Editor’s note: updated press assets are now available.

Emery Wells

Emery Wells is the Co-Founder & VP, Digital Products,