The world of work is undergoing fundamental changes. To meet that change, ADP's brand transformation positions them as a vanguard of designing better ways to work.


The ushering in of cheap fabrication, assembly and crowd-sourced communities has heralded a new age of computing.

ADP Our challenge was to build awareness around ADP’s initiatives as they lead the way to a better work experience for everyone. By rooting our approach in purpose, we were able to create a modern brand identity that’s more than just a marketing exercise; our new design system breathes life into the company’s ethos. 
ADP's new progressive brand identity pays homage to its past, while evoking the data and insights in its products and services. The identity consists of a refined color palette, fluid grid structure and type inspired iconography and data visualizations.
Taub Type, a custom variable typeface family, built on an offset pixel grid is a cornerstone of the identity. ADP's unique visual signature, images and patterns, is generated through the power of machine learning.

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