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.

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.

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

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