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On John Nack’s blog, he unveils the new logo and tagline for Adobe’s Pho­to­shop fam­ily of prod­ucts. The aim is to tie together what’s become a pretty wide-ranging suite of products.

He then (bravely) asks his read­ers “So, whad­dya think?”

The answer appears to be: not a hell of a lot.

Now, pro­fes­sional cre­atives are always going to be a tough crowd but it’s safe to say that the pos­i­tive com­ments are out­weighed by the neg­a­tive ones by about 50 : 1.

For my money, I find it con­fus­ing. It’s dif­fi­cult not to sim­ply see a speech bub­ble and won­der: what’s that got to do with a photo app? Oth­ers com­ment­ing have already high­lighted how it looks like some other logos – and let’s face it, these days any logo based on a let­ter ℗ or resem­bling a com­mon sym­bol (the speech bub­ble) is going to have plenty of com­pany. The aqua treat­ment is likely to date rapidly (it already feels old) and the tagline is a tad unin­spired. But then, it’s easy to crit­i­cise other’s work.

Over­all, though, I won­der why Adobe felt it was nec­es­sary. Yes the Pho­to­shop fam­ily is grow­ing but the name alone holds it all together – at the high end this is still the gold stan­dard for image edit­ing soft­ware and the app most peo­ple (at all lev­els) aspire to use.

To me, it seems a redun­dant exercise.

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