Adobe MAX

Modu­lar logo running with phys­i­cal processes

The corpo­rate design of the Adobe MAX Creativ­ity Confer­ence 2017 was devel­oped in our Düssel­dorf studio and brought to life by means of vari­ous phys­i­cal processes. An appear­ance consist­ing of a labyrinth font and a constantly chang­ing, ephemeral logo became the face of the world’s largest creative confer­ence in Las Vegas.

Brief
Concep­tion and design of font and logo as a modu­lar system for six differ­ent appli­ca­tion vari­ants for cine­matic and photo­graphic stag­ing. The films and photos will serve as the basis for trade fair banners and displays, websites, social media teasers, print prod­ucts and merchan­dis­ing arti­cles.

Concept
As a frame­work and “stage” for vari­ous phys­i­cal processes, the logo construc­tion favours the distri­b­u­tion of fluids. Three analogue effects each on black and white back­grounds not only give the logo a chang­ing appear­ance, their dynamic flow behav­iour also forms a contrast to the static archi­tec­ture of the logo.

Adobe MAX Typography

Their appear­ance is based on the previ­ous master thesis By the Way. For the confer­ence, the font devel­oped here was extended and method­i­cally applied to the design of the MAX logo, in which six differ­ent analogue processes create a constantly chang­ing over­all impres­sion.

Adobe MAX Onsite
Adobe MAX Onsite
Adobe MAX Onsite
Adobe MAX Onsite
Adobe MAX Onsite

In the exhi­bi­tion halls of the Venet­ian Hotel in Las Vegas, banners and displays with burn­ing, explod­ing, flow­ing or vibrat­ing logo vari­a­tions accom­pa­nied visi­tors through the confer­ence.

A team from Adobe San Fran­cisco filmed and photographed the exper­i­ments on four excit­ing days of shoot­ing in our Düssel­dorf studio.

Create Maga­zine

Adobe MAX behind the scenes
Adobe MAX behind the scenes
Adobe MAX behind the scenes
Adobe MAX behind the scenes
Adobe MAX behind the scenes
Adobe MAX behind the scenes
Adobe MAX behind the scenes
Adobe MAX behind the scenes
Client
Adobe
Concept & Design
Thomas Wirtz
Tech­ni­cal Support & Music
Frédéric Wiegand
Creative Direc­tor, Adobe
Kashka Pregowska-Czerw
Direc­tor of Photog­ra­phy, eMotion Studios
Dave Driver
Senior Creative Direc­tor, Video, Adobe
Dan Cowles
Düssel­dorf, Las Vegas
2017