![]() To address these inefficiencies, video tools need to be cloud-first with collaboration at the center, enabling every stakeholder to effectively contribute to the creative process with the appropriate controls, feedback mechanisms, and security. Today, video review and approval processes are disjointed across multiple channels, leading to inefficient, time-intensive workflows. The skyrocketing demand for video means video teams must create an ever-increasing volume of content in close collaboration with dispersed stakeholders. The combination of Adobe’s leading video editing offerings-including Adobe Photoshop, Adobe Premiere Pro and Adobe After Effects-with Frame.io’s cloud-based review and approval functionality will radically accelerate the creative process and deliver an end-to-end video platform. But by scrutinizing every detail not only did we succeed in elevating our brand, we also cemented our place as part of a new product family, created a modern identity that will take us into the future, and solidified our place as a world-class brand with a world-class product.Adobe (Nasdaq:ADBE) today announced the completion of its acquisition of Frame.io, a leading cloud-based video collaboration platform. Two years ago we began conceptualizing our redesign and it was, admittedly, a challenge to maintain a pixel-perfect commitment to design and craft. We also created an extended palette for increased accessibility and contrast, and a greyscale palette to enable soft and hard contrasts in dark and light applications. ![]() They are vibrant, bright, and in contrast to the dark aesthetic of a filmic workspace. We combined the colors to create gradients that feel cinematic, with an elegant play between warm and cool. To ensure consistency across the user experience, the primary palette is derived from Frame.io’s interface. It’s a modernist, variable-weight, sans serif, for which we created four preset weights to use across all forms of communication.īlack is used for contrast and attention in conjunction with a bright and vibrant color palette and gradients. Everything went through a filter of high design and craft: from Bezier curve shifts, and stem length to negative space, taper widths, and ink traps. We were fortunate to work with a very talented team through a process that was exciting and exacting. We interviewed 20 different type houses, including the Adobe Fonts team, who guided us, supported us, and introduced us to a foundry with deep expertise: Monotype. The decision to create a custom typeface provided us with an opportunity to build on an identity that we owned completely. ![]() A bespoke typeface that’s uniquely Frame.io We updated our play button icon with spatial margins and balanced contours to ensure a strong presence when the symbol stands alone created a more formal wordmark to be used in conjunction with the symbol in situations where the brand might not be instantly recognizable and created a version with “An Adobe Company” lock-up to clearly convey Frame.io’s relationship with Creative Cloud and Adobe. Of course it's seamless with Adobe Premiere Pro and Adobe After Effects, but it also works with Final Cut Pro and Avid-or any other video tools and camera integrations our customers might be using-so we intentionally kept some independence from the Adobe brand.įor communications and situations with less instant brand recognition, we use our wordmark. Examining our identity and exploring a new relationshipįrame.io brings full-featured collaboration into non-linear editing systems that allows editors to upload videos and discuss exact moments inside them, which means that they never have to leave their editing tool to collaborate with their teams. The foundation of that evolution is a logo, a typeface, and a color story. Just over a year later, we launched an updated brand identity and a new website. We arrived at Adobe with product and brand designers, interactive and motion designers, producers, researchers, a user insight team, and a commitment to set a new, higher standard for design. By the time we joined Adobe in 2021, we’d already put in motion a concept for a rebrand that would align the quality of our brand with the quality of our product. After launching in 2014, our tools had evolved and our customer base continued to grow, but our identity hadn’t kept pace. Frame.io is a cloud-based review and collaboration platform for video.
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