ADOBE MAX 2026 – TUESDAY, NOVEMBER 10

The branding session for designers who want to be prepared.

Bill Gardner takes the MAX stage on opening day to talk about where brand identity is going next.

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The Brand After Tomorrow: Designing Identity for What’s Next
Session S6232

Tuesday, November 10
1:30 PM to 2:15 PM EST
In person

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If you came here looking for the branding session at Adobe MAX, this is it. Bill Gardner, founder of LogoLounge.com and president of Gardner Design, is leading a provocative and irreverent look beyond today’s AI conversation to where brands and their identities may be headed, the glimmers already hiding in plain sight, and how to start designing for tomorrow before it becomes today. It’s built for the people who have to make those calls in their work: creative and art directors, graphic designers, and the educators training the next round of them.

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In Bill Gardner’s session, you’ll discover how to:

  • Spot emerging shifts before they become another designer’s case study.
  • Identify the essential brand signals that must survive increasingly adaptive identities.
  • Preserve human character in a world of infinite, algorithmically generated sameness.
  • Rethink the logo as identity moves beyond screens, static systems, and fixed experiences.
  • Turn some fairly wild speculation into smarter brand decisions you can make tomorrow.
Who’s speaking?

Bill Gardner is the owner and president of Gardner Design and the founder of LogoLounge.com, where designers around the world submit identity work to be reviewed by industry-leading judges and published in the LogoLounge book series. He has spent his career watching how logos age, which ones hold up, and why. This session is what that vantage point looks like pointed forward instead of back.

Keep learning after MAX.

LogoLounge is where brand builders sharpen their craft, study the world’s best identity work, and get their designs in front of industry-leading judges. If his session lit a fire, this is where you keep it going.

Learn more about LogoLounge here.

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