Context
Adobe, over the past several years has captured most of the market of software aimed at the creative industry. With software like Adobe Illustrator, Adobe Photoshop, and to some extent, Adobe PageMaker, it grew into a commanding position. When Adobe introduce InDesign and began packaging their software into suites such as Creative Suite on both Macintosh and PCs platforms, Adobe effectively forced out all competitors. Adobe then introduced Creative Cloud with a subscription fee structure, and customers in all markets grew angry with Adobe’s virtual monopoly, thus providing an opening for a competitor.
The Next Steps
Corel, which originally was just a lower-cost, less powerful graphics software company aimed at the PC market, realizes that in order to not just grow, but also survive, it has to o er suites that are competitive to Adobe’s packaged software bundles. Quark makes QuarkXPress, which used to be the dominant desktop publishing software, but found its market share collapse when Adobe introduced InDesign. Corel and Quark have therefore decided to merge.
Creating a Brand
The combination of these two brands brings forward the necessity of modernization. Through the study of the past, I have created a new look that helps define what the future holds for this merger.
