Adobe
Brand Mission:
Changing the world through digital experiences
Brand Values:
Create the future
Creativity is in our DNA. We constantly look around the corner to see what is possible. But we don't wait for the future, we create it. We are builders, makers, and inventors, driven by a deep empathy for our customers and users. We are open-minded and celebrate new ideas. We have the courage to disrupt the market and ourselves through bold bets and ideas we turn into reality.
Own the outcome
We think and operate like owners. We take initiative, have a bias toward action, and assume ownership for end results, not just our part.
Raise the bar
We aim high and we play to win. We relentlessly focus on execution, celebrate excellence and are intellectually honest about where we must do better. We deliver both speed and quality by doing fewer things better. Our success is measured by the success of our customers and users.
Be genuine
The ability to be yourself is core to who we are. We embrace and respect diversity. We support and challenge each other by being honest and direct. We always act with sincerity, integrity and the highest of ethics. We do this for our employees, partners, customers and communities.
Positioning:
Adobe offers groundbreaking technology that empowers everyone, everywhere to imagine, create, and bring any digital experience to life.
Brand Personality Tenets:
Genuine
Simple design and language is a sign of respect for our customers—respect for their work, time, and process. If you think about it, simplicity is a common courtesy.
Captivating
Through smart use of design and data, we create content that captivates, and that means designing for the end user, making it as personal as possible. Creativity and precision are at the heart of all we do. Everything we put out into the world should be equally inspiring and relevant.
Community
We’ve committed to a highly collaborative relationship with the creative and professional marketing community. Sometimes we educate; sometimes we simply participate alongside them. The community is the creative firepower, and we exist to share with them—share tools, ideas, and successes.
Forward
We challenge ourselves and others to aim higher and never settle. Boldness, unexpectedness, and optimism drive us forward, inspiring new categories and tools.
As a tech company with creativity at its core, we have a responsibility to be cutting edge.
Inspiring
Our enthusiasm about the future, and what’s possible, is what energizes our company and each one of us. A sense of wonder and enchantment is infused into everything we say, do, and make.
“About Adobe”, Adobe, accessed February 13, 2023, https://www.adobe.com/ca/about-adobe.html
“Evolving Adobe’s Values”, Adobe, accessed Febuary 13, 2023 – https://blog.adobe.com/en/publish/2023/03/07/evolving-adobes-values-culture
“About Adobe”, Adobe, accessed February 13, 2023, https://www.adobe.com/ca/about-adobe.html
Adobe, “Corporate Brand Guidelines”, August 1, 2017