Situation
Adobe had created a revolutionary new product that offered enormous benefits in document management, but was complicated to explain. We were asked for help with brand naming, identity and positioning.
Naming and Identity
We created the product name “Acrobat” to cut through the dense, jargon-filled technology space and create alliterative linkage to Adobe. The name was meant to simply and clearly convey our benefit statement, “amazing feats between platforms.” Combined with the graphic design of a triple-loop resembling the letter A, the product identity reinforced Acrobat’s connection to Adobe.
Results
The Adobe Acrobat launch was met with great enthusiasm, earning awards including “Best New Product Introduction” and “Most Significant New Technology.” It has gone on to become one of Adobe’s most successful products.
