Amid widespread scepticism about brand changes, Adobe’s recent collaboration with Mother Design proves that careful evolution in logo design can engage audiences positively, setting a benchmark for successful rebranding in an era where poorly executed updates often trigger backlash.
In the rapidly evolving world of branding, the latest reworks can often generate polarised reactions from the public. Recently, a compelling example of successfully navigating this complex terrain emerged with Adobe’s collaboration with Mother Design. Their new logo, which confidently simplifies and modernises Adobe’s visual identity, demonstrates that thoughtful branding can indeed be well-received.
Contrary to the common narrative that people resist all change, the reality is far more nuanced. Public pushback usually arises not from a fear of the new, but rather from poorly executed transformations. High-profile missteps, such as Twitter’s descent into X and HBO’s unremarkable Max, reveal a pattern. These rebrands failed not because people were opposed to change, but because the results were aesthetically devoid of innovation and connection to the brands’ heritage. The backlash came from a collective disappointment in designs that felt rushed or uninspired, crafted with an apparent disregard for the brand’s established identity.
Adobe’s recent rebranding is a testament to how to approach change effectively. Under the skilled guidance of Mother Design, the company unveiled a bold new logo that retains an essence of familiarity while showcasing a refined style. This transition involved transforming the formerly negative-space ‘A’ into a positive-space expression, which has made their logo more immediate and recognisable. Significant emphasis was placed on their classic red colour, alongside a sharp and cohesive design system intended to unify Adobe’s identity across its diverse product spectrum. According to the design team, “the intention behind this shift was to confidently spotlight the Adobe name,” reinforcing a clear, impactful brand presence.
Further success stories in recent rebranding efforts highlight that good design is rooted in evolution rather than revolution. Consider Amazon’s latest overhaul, executed by design agency Koto. They celebrated their first logo change in two decades with an approach that recognised the complexity of unifying over 50 sub-brands while keeping the brand’s core identity intact—an astute move that went largely unnoticed by the public, signalling a successful transformation. The long-term strategy included developing a new adaptable typeface and standardising visual elements across platforms, ensuring that the rebranded identity remains both modern and familiar.
Equally noteworthy is How&How’s elegant rebrand of The Wombles, which carefully balanced nostalgia with contemporary relevance. As founder Cat How insightfully remarked, it’s crucial to preserve the core components that made a brand endearing while updating its aesthetic for today’s audience. This delicate balance prevents alienation of long-term fans whilst attracting newcomers, demonstrating a sophisticated understanding of brand loyalty.
Similarly, Kleenex has managed to celebrate its centennial by unifying its various identities into a coherent whole. The recent design shifts have introduced a distinctive “Kleenex Blue,” creating an immediate recognition factor that feels both fresh and timeless. This strategic rebranding effort proves that good design can encapsulate the past while inviting a contemporary gaze, leading to a renewed appreciation by consumers.
The landscape of rebranding serves as a reminder that when change is meticulously crafted, it can resonate positively with consumers. The instances of Adobe, Amazon, and others show that good rebrands clarify and enhance a company’s identity, rather than muddying it with convoluted designs. The resistance observed with infamous rebrands often stems from an inherent need for authenticity and coherence, rooted deeply in the recognition of a brand’s established essence.
As we witness more brands navigating the treacherous waters of redesign, the successes of these companies encourage a rethinking of the trajectory of change. Good branding is not about throwing out the old for the sake of the new; it’s about thoughtfully evolving and connecting with audiences in a meaningful way. The public doesn’t dislike change; they merely reject it when it feels like an inferior imitation of what once was.
Reference Map:
- Paragraph 1 – [1], [2]
- Paragraph 2 – [1], [3], [4]
- Paragraph 3 – [5], [6]
- Paragraph 4 – [6]
- Paragraph 5 – [7]
- Paragraph 6 – [1], [5]
Source: Noah Wire Services
- https://www.creativebloq.com/design/logos-icons/its-not-that-people-dont-like-change-its-that-your-logo-isnt-as-good-as-these – Please view link – unable to able to access data
- https://www.motherdesign.com/work/adobe – Mother Design collaborated with Adobe to evolve its brand identity, focusing on a simplified logo and cohesive design system. The project included transforming the negative-space ‘A’ into a positive-space expression, integrating it into a wordmark inspired by Marva Warnock’s 1982 design. The color palette was refined to emphasize Adobe’s signature red, black, and white. Additionally, ‘The Adobe Lens’ was introduced as a unifying graphic device, symbolizing Adobe’s role as a portal to transformation and creativity. The collaboration aimed to create a recognizable, adaptable, and scalable brand system across Adobe’s entire product ecosystem.
- https://gdusa.com/adobe-identity-sharpened-and-simplified-by-mother/ – Mother Design has created a new brand system for Adobe meant ‘to solidify and sharpen Adobe’s identity and system elements, building on its leadership with an eye toward the future.’ The design firm delivered a recognizable, adaptable, and scalable solution that emphasizes simplicity, clarity, and recognizability. This included tweaking — but also doubling down — on the logotype to spotlight the Adobe name without additional adornment. It also included clarifying the color palette with a renewed focus on black, white, and particularly Adobe’s signature red.
- https://www.creativebloq.com/design/branding/adobe-rebrand – Adobe has a new look, but with the new brand evolving over the past couple of years, you may not have immediately noticed. Mother Design was brought on board to ‘rethink and codify its brand system’, sharpening up Adobe’s identity and making it more adaptable and scalable. Like many of the best rebrands, the agency focused on Adobe’s iconic brand elements and heritage, using previous logos as inspiration for the new identity.
- https://www.inkl.com/news/amazon-has-a-new-logo-but-you-probably-didn-t-notice – Originally made for Kindle, the team discovered that Ember wasn’t adaptable enough to be a core font, often leading to disjointed replacement fonts across brands. To target this, Koto developed Ember Modern – a flexible font suitable for all brand movements, from high-impact marketing to practical displays. The typographic system includes support for 364 languages, allowing Amazon’s brand to shine beyond linguistic boundaries. The reimagined visuals are accompanied by a refined colour palette centring around Amazon’s signature ‘Smile Orange’ and Prime’s vivid digital blue.
- https://www.creativemoment.co/the-thinking-behind-koto-studios-amazon-rebrand – Rebranding one of the world’s biggest, and increasingly diversifying brands is no small task. So how did Koto Studio fare? In a significant move to unify its global identity, Amazon rolled out its most extensive brand update in over 25 years, spearheaded by design studio Koto. Taking 18 months to complete, spanning 15 global markets and covering over 50 sub-brands, the challenge was to reflect Amazon’s ‘expansive reach and diverse offerings’. And presumably, to keep Mr Bezos sweet.
- https://www.inkl.com/news/adobe-quietly-rebrands-tweaking-its-iconic-logo – This may seem like a minor change but it makes the logo seem far more modern. What was before a negative space ‘A’ logo has now become a ‘positive space expression’, according to Mother Design. ‘The intention behind this shift was to confidently spotlight the Adobe name, rather than require numerous mental connections between logos, wordmarks and lockups,’ says Mother Design on its website. The colour palette has been tidied up, with a renewed focus on Adobe’s signature red plus black and white.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative discusses Adobe’s recent rebranding efforts, particularly their collaboration with Mother Design. This rebranding has been covered by multiple reputable sources, including Creative Bloq ([creativebloq.com](https://www.creativebloq.com/design/branding/adobe-rebrand?utm_source=openai)) and Graphic Design USA ([gdusa.com](https://gdusa.com/adobe-identity-sharpened-and-simplified-by-mother/?utm_source=openai)). The earliest known publication date for this rebranding news is May 8, 2025, as reported by Creative Bloq ([creativebloq.com](https://www.creativebloq.com/design/branding/adobe-rebrand?utm_source=openai)). The report appears to be original, with no evidence of recycled content. The narrative includes updated data on Adobe’s rebranding, which justifies a higher freshness score. However, the article references earlier instances of rebranding failures, such as Twitter’s transition to X and HBO’s Max, indicating that some content may be recycled. This is noted but does not significantly impact the overall freshness score.
Quotes check
Score:
9
Notes:
The narrative includes a direct quote from Mother Design: ‘The intention behind this shift was to confidently spotlight the Adobe name.’ This quote is also present in the original report by Mother Design ([motherdesign.com](https://www.motherdesign.com/work/adobe?utm_source=openai)). The identical wording suggests that the quote has been reused from the original source. No other direct quotes are identified in the narrative.
Source reliability
Score:
7
Notes:
The narrative originates from Creative Bloq, a reputable source known for its coverage of design and technology topics. However, the article does not provide direct links to the original reports by Mother Design or other primary sources. This lack of direct sourcing slightly reduces the reliability score.
Plausability check
Score:
8
Notes:
The narrative plausibly discusses Adobe’s rebranding efforts, aligning with known industry trends and reports. The claims about the rebranding process and its reception are consistent with information from other reputable sources. The tone and language are appropriate for the topic and region. No excessive or off-topic details are present, and the structure is coherent.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative provides a timely and plausible discussion of Adobe’s recent rebranding efforts, with a freshness score of 8. The inclusion of a direct quote from Mother Design, reused from the original source, is noted but does not significantly impact the overall assessment. The source reliability score is slightly reduced due to the lack of direct links to primary sources, but Creative Bloq is generally considered a reputable outlet. The plausibility check confirms the narrative’s consistency with known industry trends and reports. Therefore, the overall assessment is a PASS with high confidence.
