Rebranding & VM Manual
NIKON
I AM Emotional
I AM Creative
I AM New
CONTENT About the brand- Image & Promise.......................................... 1 Brand Philosophy- STP, USP......................................................... 2 Brand Strategy & Identity............................................................. 3 Concept & Logo............................................................................... 4 Colour Palette & Form.................................................................... 4 Brand Tagline & Identity Prism.................................................... 5 Rebranding & Story......................................................................... 7 Initial Process & Doodles............................................................... 9 .Logo Story, Palette & Type....................................................... 10 Logo Spacing................................................................................. 11 Logo Variations.............................................................................. 12 Collaterals........................................................................................ 13
Retail Store Imagery ......................................................................14 Retail Store Layout..........................................................................15 Proposed Layout ............................................................................16 Retail Signage ..................................................................................17 Signage Display................................................................................18 Planogram Display...........................................................................20 Fixture Design...................................................................................26
About the Brand Nikon is a leading brand known for optics and image making products. Being headquartered in Tokyo, Japan., the main products from the brand are Cameras, Lens, Binoculars, Microscopes and other Optical instruments. Nikon also faces heavy competitions from Canon, Sony, Fujifilm, Lumix, Pentax, Olympus. Currently Nikon is operating in US, Europe, Africa, Middle East and Asia.
Brand Image “At the heart of the image”. That’s where the challenge is, and Nikon dares to take it on. Above is the Image that Nikon tries to build on. Takes an emotional appeal to talk about its brand instead of talking about its product and the features. Nikon talks about how each and every person has a unique sense of the world - joy, sorrow, wonder, hope and infinitely more, that can captured through Nikon products. Capturing the nuances of the heart, Nikon markets itself as capturing the expressions of the world through its optical instruments, vividly expressing them in the visible world. An image has a limitless power to inspire the human spirit. Nikon expresses the riches of human experience by creating a new value for the image.
Brand Promise Nikon, as a part of its brand philosophy, promises 3 statements that guard and tell about the story and the idea of the brand. They are: Promise 1: Be True to the Heart- Nikon will deliver the essence of the image. Promise 2: Ignite the Heart- Nikon will inspire a new passion for life with the image. Promise 3: Invent for the Heart- Nikon will make the world’s dreams for the image come true. As told earlier, Nikon always talks about the Heart that is the bank to save the memories of a human that he goes through. Nikon with the emotional appeal promise to be true, ignite and invent for the heart of their customers.
1
Brand Philosophy
Nikon strives through maintaining the balance between quality and creativity. The brand marks its segment by establishing themselves as not just a technological brand, but something but something with more aesthetic appeal.
STP Strategy Segment- High end quality cameras, lenses and optical products for consumers. Though Nikon produces other optical images like binoculars, microscopes etc, the brand primarily concentrates in the division of photography. Target - Urban upper middle and upper class individuals. As photography has not reached to the rural areas, Nikon concentrates on the upper class customers. Position- Traditionally associated with Professional Photography; lately focus has shifted to everyday photography. With the advent of photography, Nikon produces point and shoot, digital cameras for beginners.
Brand USP
2
Professionalism, Authenticity and Innovation especially for the Nikkor Lenses is the USP of Nikon. When describing the brand’s USP, the keywords are: Creativity, Human Experience, Positivity, Authentic, Rich, Emotional, Heart, Memories, Capturing, Candid, Inspiring, Passion, Imagery.
Brand Strategy As a brand, Nikon uses a product induced strategy. Nikon product positioning works by naming the product in series, constantly reminding line and previous models like D3100, D3200 and D5100, D5200, D7100. When Nikon refreshes their cameras, they tend to refresh within each product line; as the D3200 succeeded the D3100, so does the D5200 supersede the D5100. Consumers can quickly identify which category they fall into.
Brand Identity As seen through the evolution of Nikon’s logo from 1930, which had Nippon Kogaku, the initial name of the brand. Later in 1953, the name, Nikon was adopted and hence since then retained the same. The current logo was created in 2003, and remained the same since then. Through its logo, Nikon wishes to express trust and quality, with the pursuit of infinite possibilities. As the brand started with making lenses, which works on the principle of light, the ray element is included which shows the brand’s enlightenment in research, design and manufacturing, services and customer relations. The new symbol conveys an unleashing of the power of imagination turned into actual Products and services for Nikon customers.
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Brand Concept The new symbol conveys an unleashing of the power of imagination turned into infinite possibilities of technical innovation and creativity.
Brand Logo The rays element convey the feeling of infinite possibility. It also depicts the future and express Nikon’s mission to move forward and meet customers’ expectations.
Brand Logotype Nikon logotype is symbolized for quality and trust. The logo and type is globally-recognized successfully. The font is custom made Italic font. The Nikon logotype is a custom made italic typeface, which is globally famous and identifiable with the brand. In fact the typeface is very popular that the brand can be recognized even if the typeface is used to write other words too. The font can be referred to Myriad Pro Bold Italic, with slight custom made variation to the font, like the dot above the I. The font is not available for the commercial use.
Colour Palette Yellow- open attitude, innovative, cheerful passion for life. Black- reliability, sophistication, quality.
Design Form Overall, the whole composition depicts the creativity and aspirations can spring forth.
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Brand Tagline As said earlier, the Nikon logotype is a custom made italic typeface, which is globally famous and identifiable with the brand. In fact the typeface is very popular that the brand can be recognized even if the typeface is used to write other words too. The font can be referred to Ariel Italic Bold, with slight custom made variation to the font, like the dot above the I. The font is not available for the commercial use.
Physique Optical Shutter Enlightement
SENDER
Personality Creative Fun Emotional Culture Artistic Passionate
Relationship Free spirited Casual Friendly Reflection Professional Exciting RECIEVER
Self Image Trustworthy Unique Intergrity
EXTERNALISATION
INTERNALISATION
Brand Prism
5
N E W
Why Rebranding? Though a successfull and well established brand, Nikon periodically rebrands the visual identity every decade. It retains the same concept, logotype and colour palette. However the logo type is slightly modified. The brand’s colours and logotype provide a strong call back value for the name, however lacks a visual element that can support the brand. Hence rebranding will keep the same concept in mind to provide a visual element at the same time retain the current value.
Brand Story Nikon uses an emotional appeal to approach its customers. Nikon speaks that pictures are worth memories and Nikon does best to capture them. Also to provide a common element to the previous visual identities, the concept of rays are adopted. The rays and eye will be taken to design the identity. The rays will symbolise positivity and advancement while the eye will represent the primary focus of the brand to deliver excellent performance. Also eye will represent the initial stages of Nikon where they produced lenses.
Rebranded Logo
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8
Initial Process & Doodles
9
Logo Story The logo consists of two parts- Logo and Logotype. The yellow and black symbolise the rays that are directed from either of the sides to form an abstract imagery of an eye. It represents how the rays reflected from the brand will form the vision of the eye that their customers will see through them.
Colour Palette The colour palette is being maintained to yellow which is very iconic to the brand. Also two other colours are being added: Grey and Brown- Green. To avoid the opacity fill, solid colours are being used for being print friendly. Also the colours will make the logo ecofriendly for using less of ink during the print. The colour palette is: C=0 M=0 Y=100 K=0
C=45 M=35 Y=90 K=10
C=0 M=0 Y=0 K=50
C=0 M=0 Y=0 K=100
Logo Type Nikon logotype is being retained as it is very succesfull in delivering the identity of the brand recall value. The logotype is using the typeface Myriad Pro in bold italic using black colour. It is being followed by the tagline, “Image at heart view” in Myriad Pro Italic, grey colour. A small customisation, in the dot of the ‘i’ is made to suit the Nikon logotype. ABCDEFGHIJKLMNOPQRSTUVWXYX abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() 10
Logo Spacing
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Logo Variation
Original
Greyscale
Background Variations
C= 10 M= 10 Y= 10 K= 0 12
C= 7 M= 5 Y= 40 K= 0
Solid
B/W
Brand Collaterals
Letterhead, Envelope, Business Card
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Carry Bag
Retail Store Imagery Due to the non availability of Nikon showrooms in Bengaluru, a Canon showroom site has been taken to demonstrate the store imagery, visual merchandising of the Nikon store that can be adapted. The chosen store is Canon Jayanagar.
Photo credits: justdial.com
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Retail Store Layout
40.0000 Display
30.0000
Display Display
Display
Storage
Display
Studio
19.2500
Secondry Aisle
C
Primary Aisle
Display
Cashier
Display
Display Display
21.0000
5.0000
3.7
28.5000
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Proposed Layout
41.5000
Display
Primary Aisle
30.0000
Display Display
Cashier
Studio
Storage
20.0000 31.5000
Display
Display
Display
Secondry Aisle Seating Display
Display
Display
7.5000 2.5000
3.0000 3.7500
5.0000 14.5000
7.5000 2.0000
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Retail Signage The signage design for the retail store is carried forward with the same colour palette and typography treatment. The outdoor signage board is illuminated with yellow and white lighting while the door signage is hung on the door knob as illustrated in the following sections. The outdoor pole signage stands perpendicular to the facade that makes the store more visible from the end of the street.
Nikon
Image at Heart View
NIKON
EXCLUSIVE CAMERA STORE
Outdoor Pole Signage No. 61/63, 8th B Main, 4th Block, Jayanagar Bangalore- 560011
Main Outdoor Signage
NEW
CLOSE
CASHIER
OPEN
STUDIO
Nikon
LED Outdoor Signage
Door Signage
CAPTURED
DSLR/SLR NIKKOR LENS
MON- FRI 9 a.m- 9 p.m SAT- SUN 11a.m- 9 p.m
D810
Image at Heart View
TRIPODS
MON- FRI 9 a.m- 9 p.m SAT- SUN 11a.m- 9 p.m
D3300
Nikon
OPTICS
STAFF ONLY Room Signage
ACCESSORIES
Show Wall
TRY THIS COMPACT CAMERAS Product Signage
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Signage Display
Nikon
Image at Heart View
EXCLUSIVE CAMERA STORE No. 61/63, 8th B Main, 4th Block, Jayanagar Bangalore- 560011
NEW
D3300
D810
Nikon
Facade Signage
Nikon Image at Heart View
NIKON
CASHIER
OPEN MON- FRI 9 a.m- 9 p.m SAT- SUN 11a.m- 9 p.m
Nikon
DSLR/SLR
NIKKOR LENS
Image at Heart View CAPTURED
Cash Counter
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STUDIO
CASHIER
OPEN MON- FRI 9 a.m- 9 p.m SAT- SUN 11a.m- 9 p.m
Nikon
NIKKOR LENS
DSLR/SLR
STUDIO
Image at Heart View CAPTURED
Nikon
Image at Heart View
Nikon
EXCLUSIVE CAMERA STORE No. 61/63, 8th B Main, 4th Block, Jayanagar Bangalore- 560011
Image at Heart View
EXCLUSIVE CAMERA STORE No. 61/63, 8th B Main, 4th Block, Jayanagar Bangalore- 560011
NEW NEW
Feature Wall & Product Signage
D3300
D3300
D810
Nikon
D810
Nikon
Nikon Image at Heart View
NIKON
NIKON
CASHIER
OPEN MON- FRI 9 a.m- 9 p.m SAT- SUN 11a.m- 9 p.m
OPEN MON- FRI 9 a.m- 9 p.m SAT- SUN 11a.m- 9 p.m
Outdoor Pole Signage
DSLR/SLR
NIKKOR LENS
Nikon STUDIO
Image at Heart View CAPTURED
Door Signage DSLR/SLR
NIKKOR LENS
STUDIO
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Planogram Display
The planogram is designed for a 14*10 ft wall, where the only action that happens is payment/enquiry. The wall contains Nikon and its tagline. There are two fixtures mounted on the wall, that can display one or two display pieces (new arrivals/ fast sellers) to catch the attention.
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The planogram is designed for a 20*10 ft wall, which is towards the right of the store once the customer gets in. The wall displays Nikkor lenses, Accessories, Flashes and Strobes. The wall contains two types of browsing fixtures and one capacity fixture that will store the other pieces on stock. The glass prism cases will display pieces and will be secured with a lock.
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The planogram is designed for a 30*10 ft wall, towards the left of the store, once the customer gets in. This side displays DSLR, SLR, Compact Cameras and Tripods. Similar to the earlier planogram, the section is divided into 3 out of which 2/3 is used for camera display and rest for on land tripod display. The wall also contains a chart for tripod sizes and measures. Similar to previous wall, same fixtures are used along with new browsing fixture that is being inspired from the rebranded logo. 22
The planogram is designed for a 26*10 ft wall, which is one of the first wall that the customer will see as they walk into the store. The wall features a show wall which contains photographs taken from Nikon cameras. Soon after a browsing fixture for softwares are kept. The wall breaks for a studio which then continues to browsing fixture of bags. The wall then breaks for the storage room. 23
The planogram is designed for a 7.5*10 ft wall and the smallest one. It will display binaculors and telescopes. It has only browsing fixtures and features only a small quantity of products.
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The onland display will serve as both a window display as well as in store display. The length of each display is 5 ft and being broken into 3 sections. It will feature new arrivals and fast movers for quick browsing. The standees, I AM campaign boards are kept to capture the attention.
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Fixture Design
The main signature fixture is a yellow framed browser fixture mounted on the wall for with glass case for displaying merchandise that has to be highlighted. Inspired from the diagnol lines of the logo, the fixture can be a two way display- inside and on top.
The cubicle case is a browsing fixture, that can also be converted to capacity fixture in accordance with the amount of merchandise displayed. Itis a simple square racked case for dispalying cameras mainly.
The cabinet will serve as both capacity and browsing fixtures. The triangular prism like cases are used to display products for testing and are secured with a lock. Meanwhile the cabinets can be used for storage of packaging or merchandise 26
The wall mount is a simple one deck display fixture used for displaying accessories and impulsive buying products.
This fixture is used to display only a few selective merchandise and not more than two- three. It is kept as display and not for product testing.
At various heights and widths, this fixture is used as both display and browsing merchandise. On land displayed, the merchandise will be kept on this fixture that illuminates light from inside. 27
Anusha Sundar FC VI