Welcome The proper implementation of our visual identity is essential for promoting, maintaining, and protecting the equity and value of our brand. These guidelines have been created to direct the implementation of Canon’s visual brand expression. They are meant to provide a technical understanding of the structure and makeup of our new signature and inform all future brand communication decisions. Adhering to the specifications and standards outlined in these guidelines will ensure a consistent and strong brand presentation.
Table of Contents The Wide Angle
1.0
Cropping in Close
2.0
Focus on the Details
3.0
Depth of Field
4.0
Painting the Picture
5.0
1.0 The Wide Angle
Canon •
1.01
Brand Guidelines
The Wide Angle
From Pinhole to Pixel In 1933, a small laboratory dedicated to making high-quality cameras was set up in a simple apartment room in the Roppongi area of Tokyo. Through hard work and with an enterprising spirit, they eventually succeeded in building a prototype, which was named Kwanon after the Buddhist goddess of mercy. The following year, in 1935, Japan’s first-ever 35mm focal-plane shutter camera, the Hansa Canon, was born, along with the Canon brand. Soon after its founding, Canon was hard at work in 1941 on diversifying itself with the beginning of Japan’s first indirect X-ray camera and other products. In 1955, Canon made its first step into the global market with the opening of a U.S. office in New York City. In 1957, Canon set up its sole European distributor, Canon Europa, in Geneva, Switzerland. By 1967 exports already topped 50% of the company’s total sales. In the 1960s, the company took further steps toward diversification by adding electrical, physical and chemical technologies to its optical and precision technologies. In 1964, Canon entered the office equipment market with the debut of the world’s first 10-key electronic calculator. In 1967, the management slogan “cameras in the right hand, business machines in the left” was unveiled and in 1969 the company changed its name from Canon Camera Co., Inc. to Canon Inc.
1.02
The Wide Angle
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Unique Selling Position
Capturing Life
Canon •
1.03
Brand Guidelines
The Wide Angle
The Competiton The world of photography and printing is a large and competitative market. The competition ranges from old and established companies to newer upcoming brands. Each with it’s own strength, it is now more important than ever to distinguish one’s self from the competition. Canon’s brand aims to clearly define itself as the industry’s leader in photographic and printing technology. Always pushing forward, Canon can be seen as visionary and ground breaking. It’s new identity will reflect this and clearly distinguish itself from the competition.
2.0 Cropping in Close
Canon •
Brand Guidelines
R
2.01
R
Cropping in Close
The Signature The Canon signature is a graphic representation of our company and the values for which it stands. It identifies us and defines who we are. Signature Elements The signature combines two of the most important visual elements of our brand. These are the Canon wordmark and the Canon symbol. They are the foundation of our identity, and that which make the signature unique. Position, size and color, as well as the spacial and proportional relationships of the signature elements, are predetermined and should not be altered. As you can see there is both a horizontal version of the signature as well as a vertical version. The Horizontal version is to be used predominantly and whenever possible. The vertical version is only to be used when the horizontal version can not be implemented.
Canon •
Brand Guidelines
X
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3.25 X
X baseline
2.02 hangline
X
3.25 X
R X baseline
hangline
Cropping in Close
Integrity The Canon signature is the product of proportional and specially drawn elements. The size and position of each element is determined by “X”, which is defined by the height of the letters in the Canon wordmark. Always use the approved signature artwork provided by Canon. Do not recreate or alter any of the elements in the signature artwork in any way. Clear space is the area around the signature that must be free of all other logos, symbols, text or other graphic elements (unless otherwise outlined in this manual). The clear space is defined by the distance of “X”, as a unit of measurement surrounding each side of the signature. The distance of “X”, equals the x-height of the letters in the Canon wordmark. A minimum clear space requirement has been established to ensure the prominence, clarity and recognition of the Canon signature.
Minimum size • Print
Minimum size • Web
5mm
10pt
Minimum size refers to the smallest size at which the Canon signature may be reproduced and still maintain legibility. To ensure its legibility, the minimum reproduction size of the Canon signature is 50mm in height for print applications and 10 point in width for web and electronic media. When reduced or enlarged, the wordmark must always scale proportionally with the symbol.
Canon •
2.03
Brand Guidelines
CANON
Cropping in Close
Please Don’t. . To maintain the equity and value of our brand, the Canon signature must never be altered or redrawn. Some, but not all, common misuses are shown here.
3.0 Focus on the Details
Canon •
Brand Guidelines
P 291 C M Y
K
40 12 0 0
3.01
P 1505
R G B 146 193 232
P 360 C M Y K 56 2 90 0
R 94
M
Y
K
8 30 100 0
P 108 R
G
B
C
M
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235 178 32
0
0 100 0
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255 242
B 0
P 1525
R G 125 191
B 81
C M Y K 11 82 100 12
B 52
C M Y K 46 67 70 46
P 448 C M Y K 46 67 70 46
C
R G B 214 82 40
P 3308
P 296 G 62
R 34
G 44
B 47
C M Y K 46 67 70 46
R 61
G 45
B 21
Focus on the Details
Color Palette Color provides a strong visual link to our brand across a wide range of applications. The Canon ‘red’ serves as our corporate color and holds a tremendous amount of brand equity. This red, and only this red, should be used when the color version of the identity is incorporated. This applies for all brand communications. A secondary color palette has been created as an extension of the brand, and can be used in all corporate materials and applications where additional color is necessary.
Pantone 180
C M Y K 0 79 100 11
R G 217 83
Pantone 7547
B 30
C 0
M 0
Y K 0 80
R 88
G 89
B 91
Canon •
3.02
Brand Guidelines
Focus on the Details
You Can By controlling the background on which the Canon signature is placed, we ensure signature legibility and brand integrity. The preferred background is white or a solid color with a high contrast, which allows for the greatest legibility. Ideally, the background will allow for clear identification of all signature elements: symbol, wordmark, color and clear space.
For certain applications the Canon symbol can be separated from the Canon wordmark. This symbol can then be used as a stand alone element, whilst still maintaining the brand integrity.
Canon •
3.03
Brand Guidelines
Focus on the Details
You Can’t The examples on this page demonstrate some common mistakes made when applying the signature to various corporate materials or applications. Avoid using such backgrounds, as they compromise the legibility of the Canon identity. When placing the signature with a background that might interfere, consider these options: select a different image or less active part of the same image; screen the background image or pattern; or choose another signature variation or configuration, such as the B&W positive or white reverse. These solutions may solve the problem.
Canon •
3.04
Brand Guidelines
Reversed Color signature
Reversed Black & White signature
Focus on the Details
Positive & Negative When reproducing the signature under some circumstances, challenges may arise. To provide the greatest degree of flexibility, a suite of signatures have been created to satisfy a variety of reproduction methods. The 1-color configuration for the signature is built with Pantone速 180 and 80% Black. A Black and White positive and reverse version of the signature is also provided. These versions are to be used only in the event that the 1-color version is not an option.
1 color Pantone signature
Black & White signature
4.0 Depth of Field
Canon •
4.01
Brand Guidelines
Capturing Love
Capturing Happiness
Capturing Adventure
Capturing Nature
Capturing Joy
Capturing Peace
Depth of Field
Our Voice The integrity of Canon’s new brand revolves around our new tag line ‘Capturing Life’. It sums up our beliefs and what we stand for, and represents our promise as a company to our customers. Each and every person has a different perspective on life, and we all have an individual viewpoints on life. Canon is there to capture all aspects of life, and all people’s perspectives on life. Each and every moment, and each emotion that is unique to a customer within that moment. This is Canon’s voice.
Capturing Life
Canon •
4.02
Brand Guidelines
Depth of Field
Some Support Graphics The Canon brand identity system is flexible and dynamic. There are several graphic elements included within the system that support the brand and it’s use in applications. There are many framing and cropping variations that can be achieved with these graphic elements. We refer to components such as these as super-graphics. The examples here are meant to illustrate the origin of the super graphic and show how sections of it have been incorporated into applications. There are multiple ways these graphics can be utilized, and they are demonstrated here and within the upcoming applications.
Canon •
Brand Guidelines
Capturing Happiness
Capturing Peace
Capturing Joy
Capturing Adventure
4.03
Capturing Life
Capturing Nature
Depth of Field
And a few more.. Here are some more secondary graphic elements that can be used to support the brand identity. These focus more on the circle and it’s abstract reference to the main identity. These elements can be used in various color combinations, however the shapes and proportions of the graphic element must remain consistent. There is also the final supporting graphic of the three small red circles. This is a graphic element used to emphasize certain important aspects of a particular application or design. It can be used to highlight or strengthen hierarchy. Once again, the scale may change, but the proportions and spacing should not.
X
1.5 X
20pt
4.04
Canon Sans Normal
-50 leading
Canon Sans Light
tracking
Canon Sans ExtraLight
size
18pt
Canon Sans Bold
Canon •
Brand Guidelines
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxzy 1234567890 $/#@&(),.?! ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxzy 1234567890 $/#@&(),.?! ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxzy 1234567890 $/#@&(),.?! ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxzy 1234567890 $/#@&(),.?!
Depth of Field
Let’s talk Type Typography is one of the cornerstones of our visual identity. Canon’s core wordmark uses a custom created typeface - it therefore can not, and should not, be used anywhere else. The supporting typeface is another specicially design typeface named ‘Canon Sans’. This typeface is to be used for all our brand communications. A wide variety of weights have been created and will provide creativity and flexibility in your layouts. Whenever possible the Light and ExtraLight variation is the most appropriate and integral to the brand. Electronic communications (e.g. Word® documents and Powerpoint® presentations) use our alternate font, Arial. Canon Sans may be used if the receiving computer has this font installed, but Arial is a system font and most consistent in cross-platform desktop applications.
Canon Sans
Canon •
Brand Guidelines
4.05
Life
Depth of Field
It’s all in the Photos Photography is another cornerstone of our visual identity. The aesthetic approach to the use of photography within the secondary graphics focuses on the implementation of diptychs. This revolves around the concept that each and every person sees things differently, and the way one person interprets something is not necessarily the same way someone else does. Presented here are a selection of photographs that may be used within the brand graphics - and when additional photographs are to be used in the future, to keep the same visual aesthetic displayed here in mind.
5.0 Painting the Picture
Canon •
5.01
Brand Guidelines
Painting the Picture
Stationery Our visual identity (one of our most important marketing tools) extends to all our stationery items, maintaining a unified representation of our company. Our stationery system is simple and functional, designed to strengthen the message we are sending.
Canon •
5.02
Brand Guidelines
Painting the Picture
Website Webpage components are individually layed out with the Canon brand in the header, and the secondary graphics in the footer, navigation and content areas. When these elements are used consistently they create a unified look and feel throughout the Canon website.
Canon •
Brand Guidelines
5.03
Shopping bags We believe that our packaging doesn’t just stop with the product and it’s package, but the bag that it comes in too. It’s just another great opportunity to distinguish ourselves from the competition.
Painting the Picture
Packaging The packaging for Canon products is an extension of the products themselves, and the brand as a whole. And because of this it is also the perfect place to utilize our secondary graphics and emphasize the essence of the new brand.
Canon •
Brand Guidelines
Canon EOS 60D 5.04
Painting the Picture
Camera Body Our cameras are the at the core of our company. It was the camera, after all, that gave life to Canon itself. And although we have grown immensely since then, and expanded our products, we still take pride in every camera we produce. Our new identity will compliment that pride on all of our products.
Canon •
5.05
Brand Guidelines
Painting the Picture
Tote Bag
Canon •
5.06
Brand Guidelines
Painting the Picture
External Flash Our flashes are an extension of our cameras, and as such they will be treated in a similar way. Due to the size restrictions on some of these products the identity’s wordmark and icon may be broken into their separate parts and be applied accordingly.
Canon •
Brand Guidelines
5.07
Back Pack This back pack is another example of one of the many additional accessories Canon produces. This, along with certain other items such as the Tote bags, are aimed at marketing and spreading brand recognition.
Painting the Picture
Point & Shoot Canon’s growth since it’s beginning has been substantial, and we continue to grow and expand our horizons every year. As a result there are many products and accessories that Canon produces. One of these areas is the Point-and-Shoot camera market.
Canon •
Brand Guidelines
5.08
Canon 500mm 1:4
Painting the Picture
Lenses & Extensions
Canon •
Brand Guidelines
5.09 Canon Imagery devices At Canon, we pursue advanced synergies between imaging products, enabling consumers to realistically express their ideas and thoughts at will. In this way, Canon will foster new possibilities in business and culture while expanding its involvement in areas such as printing, and other innovative imagery devices. All of which will utilize the new identity.
Painting the Picture
Printers Canon has revitalized the image of large-format printers by combining superb photographic image quality and outstanding print speed. Canon’s printers are a fast growing market and as such, it is important that the new identity be incorporated across all products.
Canon •
5.10
Brand Guidelines
Painting the Picture
Software Sometimes a piece of hardware is only as good as the piece of software that is being used in conjunction with it. As a result Canon has always stood by the principle of creating their own software for their products. That way quality is controlled every step of the way. And as with everything else, our new brand essence must be visually present here too.
Canon •
5.11
Brand Guidelines
Painting the Picture
iPhone & T-Shirt We take opportunities to further our brand recognition by applying the new Canon visuals and voice to a range of apparel such as from t-shirts. When designing for unique applications such as apparel, reproduction methods must always be considered. Also shown here is the new Canon iPhone application icon.
Canon •
5.12
Brand Guidelines
Painting the Picture
Canon EYE application Canon EYE is a specially designed online photo sharing application. At Canon we are always trying to expand our horizons and push the company into future directions, and with Canon EYE we are hoping to create a new social media sharing network focused on photography and individual expression. ‘EYE’ represents the individual ‘I’ as well as emphasizing the visual element of what our brand stands for. With Canon EYE users will be able to create an account and then share their photography with their community. Users will also have the opportunity to share detailed information about their work and what Canon equipment they used to capture it and then reproduce it.
Canon •
5.13
Brand Guidelines
Painting the Picture
Canon •
5.14
Brand Guidelines
Painting the Picture
Canon •
5.15
Brand Guidelines
Painting the Picture
Front Desk & Lobby Our offices are properly branded with various signage applications. This makes a statement about our company, our brand and what it represents. Below and to the left are examples of our front desk and lobby area.
Canon •
5.16
Brand Guidelines
Painting the Picture
Office Space Here are more examples of interior office space within our buildings. We want both visitors and employees alike to be inspired when they are in a Canon work environment. Our secondary visuals are very diverse and can be used in a variety of ways within an interior space.
Canon •
Brand Guidelines
Interior Store Front Our store fronts should be engaging and eye catching to passers-by and consumers. The bold usage of our secondary visual graphics, colors, and imagery should achieve exactly this goal. This will create visual impact and help emphasize brand recognition.
5.17
Painting the Picture
Office Space
Canon •
5.18
Brand Guidelines
Painting the Picture
Canon Expo Expositions are a wonderful opportunity for a company to show off their leading products within an industry. It is also an excellent opportunity to utilize and display all of the aspects of our new brand. The Canon expo will truly communicate our brand essence and what we stand for.
Canon •
5.19
Brand Guidelines
Painting the Picture
Canon •
5.20
Brand Guidelines
Painting the Picture
Truck & Bus Stop ad Ads are a powerful means of communicating the Canon brand. These communications follow Canon’s visual identity system, to help build brand recognition and unify our brand message.
Goodbye Canon endeavors to be a truly excellent global company, respected and admired the world over. We work to enhance technological innovation and management efficiency, promoting both enriched lifestyles and the global environment. Canon strives to deliver services and solutions that create trust and keep customers coming back, saying, “I’m glad it’s Canon.” Our new brand is something that we are truly proud of, and we think it sums up everything we stand for as a company, and strive for in the future. Thank you for journeying with us in our explanation of our new identity system. We hope you enjoyed the ride.
The Grid