So from my understanding of the competition brief Adobe wanted the logo for the Creative Cloud to retain key elements of the brand.
Re-imagined new Brand
So somehow I need to think of a way to get a younger audience involved whilst keeping the logo similar to what it was before. So it seems what they really want is marketing ideas rather than a huge change to their logo. I say that because they’ve put on quite a few restrictions on the logo and marketing ideas. They want the campaign/logo to be holistic and in-line what they’ve done before.
New Campaign Idea(s)
So some cool ideas for marketing strategies to get a younger audience involved in the Adobe Creative Cloud. I did something similar when I was studying last year in FdA Media Creatives whilst doing a project for The National Video Games Arcade where we tried to get adults involved to what was widely considered a pursuit of younger people. The strap-line was “re-discover your imagination”. Digging that up and studying the research behind it could help in trying to achieve the opposite here.
The logo shape they want to remain as the cloud (as shown above) however I would like to play around with alternate logo shapes just to get the creative juices going though I won’t invest too much time into that. Another option would be to remove the box surrounding the cloud but keep the red because its strongly associated with Adobe. Then just take it from there and see where we go.
Adobe Desktop Applications
I’ll be mostly using Adobe Photoshop CS5.1 (64 bit) though I’ll also be trying my hand at Adobe Illustrator CS5.1 (64 bit) as with any real logo it’s very important you make it in a vector format. The reason being it’s far better for using in marketing, offline marketing material and print. Essentially so the logo is scalable to many sizes vector is very important since it changes from being images put together to mathematical equations like the matrix code which can simply be programmed to be larger or smaller by Adobe Illustrator. In the competition they also want to know if I’m using Adobe products to make the products. I’m assuming it’s brownie points for doing so.
So I just need to go away now, look at some of my old work and just start researching for the presentation and project plan for hand-in this week and the presentation in the next tutorial (on 19th). After which I’ll start playing around with some ideas and seeing what’s worked best engaging young creative audiences in the past. So quite a lot qualitative research to do!