Adobe is an excellent example of brand architecture. It demonstrates why it is so important to have a clear brand image and understanding, in order to prevent confusion with customers. In this article we’ll look at Adobe’s brand architecture to better understand how you can improve yours.
What is Brand Architecture
Brand architecture is how a business or organisation manages multiple entities under one umbrella. In this case, it is how Adobe integrates one main umbrella (Adobe), with three small subsidies that manage roughly 100 small businesses and product brands.
Adobes Brand Architecture Explained
We’re looking at how Adobe has designed their brands to be a uniform design with instant recognisability, so we’ll run through this quick. Adobe has the Creative Cloud, which has everything from Photoshop to InDesign under it. It also has Adobe PDF’s, such as Reader (PDF viewing and editing software) and Document Cloud. As well as this it has a marketing analysis side under Experience Cloud with Advertising Cloud and Media Optimiser. So as you can see, it’s a pretty big operation! You can view all the various brands on the Adobe Website.
Adobes Brand Architecture Design
What Adobe has done very well is to give each one of the main categories its own unique style. For example, the Creative Cloud area which focuses on designing and creative fields works on a minimalist style. The main Creative Cloud logo sticks with the usual Adobe red, with the subsidiary brands working around their own unique colour. Following the format of one capital letter with one smaller letter on the logo, giving instant understanding that this relates to Creative Cloud, as well as the understanding this product is linked to Photoshop, the clear brand leader under this umbrella.
Might be of interest – Fellow’s Brand Architecture
How Can This Help Develop Your Own Brand Architecture
From Adobe we can clearly understand how each brand links back to the parent brand. Adobe is red and white, the sub-brands follow this idea, but also help direct the user to next level of sub-brands. These sub brands follow their own design identity, but stay uniform to help keep the overall brand consistent. From this we can conclude that well designed brand architecture allows brands to have their own image, but also makes sure they refer back to the main umbrella brand.
If you’re looking for help in brand architecture and brand development you can get in contact with Fellow using the information below.
