Canon by Grace Park

Canon U.S.A. Canon U.S.A. Inc. Inc. 123 Orangefair 123 Orangefair Ave. Ave. Fullerton, CA 92832 Fullerton, CA 92832

w canon.com w canon.com t 714.385.2155 t 714.385.2155 f 714.385.2156 f 714.385.2156

IDENTITYGUIDELINES GUIDELINES IDENTITY

Table of Contents

Introduction

The Canon Identity

AN INTRODUCTION TO STANDARDIZATION

CANON’S HISTORY

PRIMARY SIGNATURE

TRADEMARK & LOGOTYPE

DISPLAY CONTROL

COLOR OPTIONS

COLOUR PALETTE

AVENIR 12

05 06

IMPRESSUM 13

Typography

PAGE STRUCTURES AND THE GRID

BUSINESS CARDS

LETTERHEAD 18

Stationary

Posters

Website

Environment

ENVOLOPES 20

TYPOGRAPHIC ANNOUNCEMENT POSTER

TRADEMARK INTRODUCTION POSTER

ADVERTISEMENT PAGE STRUCTURE 26

WEBSITE STRUCTURE AND THE GRID

MAIN PAGE

SIGNAGE ON BUILDING

TRADE SHOW BOOTH

INTERIOR GRAPHIC APPLICATIONS

01. INTRODUCTION

An Introduction To Standardization

Overview The prestigious Canon brand is not limited to camera

1967, the management slogan “cameras in the right hand,

processors. Plugged or unplugged, nobody covers the

business machines in the left” was unveiled and in 1969

Electronics like Canon. The company is a full-service

the company changed its name from Canon Camera Co.,

electronic resource with a wide array of products, pre-

Inc. to Canon Inc. Canon took on the challenge of devel-

ferred and favored by consumers. In 1933, a small labora-

oping Japan’s first plain paper copying machine, which

tory dedicated to making high-quality cameras was set

it introduced in 1970, and realized further diversification

up in a simple apartment room in the Roppongi area of

from one challenging field to the next. The company

Tokyo. At the time, all high-quality cameras were Euro-

started with Japan’s first plain paper copying machine

pean with the majority coming from Germany. In 1950,

and now branches and products are all over the world;

Canon’s first president, Takeshi Mitarai, went to America

however, their identity hasn’t been updated yet since

for the first time to attend an international trade fair. In

2007 on every item in their products, stores, and website.

02 03

01. INTRODUCTION

Canon’s History

Canon has regional headquarters in the Americas, Europe, Middle East, Africa, Japan, Asia and Oceania (including Australia & New Zealand) . Canon in Europe is split into Canon Europa NV (based in the Netherlands) and Canon Europe Ltd (based in London). Both make up the European headquarters for Canon. A report by the environmental organization Clean Air Cool Planet puts Canon at the top of a list of 56 companies the survey conducted on climate-friendly comp anies. Canon has also launched three new calculators in Europe, called “Green Calculators”, which are produced in part from recycled Canon copiers. The company has a Corporate Social Responsibility (CSR) strategy in Europe, named ‘Green is just a shade of blue’. The strategy places emphasis on green issues being ‘a small part of the bigger, bluer picture’, and therefore gives equal importance to other areas, including ethics, attitudes, humanitarian aid and disaster relief, education, science and social welfare. The Canon Group has an environmental charter which looks at ‘offering products with a lower environmental burden through improvements in resource efficiency, while eliminating anti-social activities that threaten the health and safety of mankind and the environment.’ In 2008 Canon donated financial support to help the estimated 5 million people displaced by the earthquake that hit China’s Sichuan province in May 2008.1million RMB was donated to the Red Cross Society of China shortly after the earthquake. Canon Inc, Japan, soon followed with a donation of RMB10 million.

02. THE CANON IDENTITY

Primary Signature

CHALLENGE

Although Canon is the leader in cameras and office

Canon has enjoyed a long success with their cameras

products, yet that identity is not reflected through its

and office products, and now, other brands are starting

logo, site, packaging, catalogs, and graphics. It goes to

to make competitive products with good identities and

great lengths to improve their products, but its identity

thereby edging in on their market. In order to gain a

falls short. Somewhat they are losing the younger audi-

competitive edge, Canon needs to develop a new concept

ence these days. Furthermore, the typography is old

for a new identity. Our goal is to get the consumer to

style and hard to read and understand the brand.

look at the identity and create a purchasing desire by targeting early adopters and young audience.

06 07

02. THE CANON IDENTITY

Trademark & Logotype

A. TRADEMARK

B. LOGOTYPE

SOLUTION

A. The new Canon logo portrays the professionally of the

B. Dalixline was developed the FF Dax family from the

cameras through the graphical and functional icons. The

idea of combining the clarity of a narrow Futura with a

photographers is precise and testing angles to get the

â&#x20AC;&#x153;slightly roman touchâ&#x20AC;?. The result is a space-saving but

right view. The image of the precision is a visual stand-in

very legible typeface of timeless design.

for each and every user of the site as they photograph. The clean, soft and circular lines of the icon and clarified narrow Futura for the typeface selection.

Display Control

02. THE CANON IDENTITY

1.7"

0.5"

DISPLAY CONTROL

To maintain clear and effective graphic control, this signature should always be displayed on a background of clear space, well separated from copy or other design elements. To ensure adequate open space control the signature the demention X should be less than 25% of the height of the signature.

08 09

02. THE CANON IDENTITY

Color Options

BALCK & WHITE OPTION

GRADATION OPTION A.

GRADATION OPTION B.

COLOR OPTIONS

The new Canon logo portrays the professionally of the

The clean, soft and circular lines of the icon and clarified

cameras through the graphical and functional icons. The

narrow Futura for the typeface selection.

photographers is precise and testing angles to get the

Dalixline was developed the FF Dax family from the

right view. The image of the precision is a visual stand-in

idea of combining the clarity of a narrow Futura with a

for each and every user of the site as they photograph.

“slightly roman touch”. The result is a space-saving but very legible typeface of timeless design.

02. THE CANON IDENTITY

Color Palette

A. BLUE

PANTONE 312M C=96 M=0 Y=11 K=0

B. GREEN

PANTONE 3265M C=69 M=0 Y=37 K=0

C. PURPLE

PANTONE 176-2 U C=72 M=80 Y=0 K=0

COLOR PALETTE

A. Blue is calming and can stir up images of authority,

C. Purple implies royalty, mystery, spirituality and

success and security. Most people can say they like at

sophistication. Because purple is the combination of

least one shade of blue.

red and blue, it has both warm and cool properties. The color purple can be found in many education related and

B. Green is suitable logo color choice for a TV channel

luxury product logos.

whoâ&#x20AC;&#x2122;s programing focuses solely on nature and animals.

10 11

03. TYPOGRAPHY

Avenir

LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

MEDUIM

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

HEAVY

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

AVENIR

Avenir to be a more organic, humanist interpretation of these highly geometric types. Avenir was immediately successful in print publishing. An improvement of hinting in Avenir Next has made for improved on-screen display, even in smaller point sizes.

03. TYPOGRAPHY

ROMAN

Impressum

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!”§$%&/()=? @€

TEXT SIZE

The prestigious Canon brand is not limited to camera processors. Plugged or unplugged, nobody covers the Electronics like Canon. The company is a full-service electronic resource with a wide array of products, preferred and favored by consumers. 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.

IMPRESSUM

This text type could almost be called a legibility type

because it is readable at small sizes: the letters are wide

Bauer in 1963

and open, and the lowercase has a fairly tall x-height.

Walter Baum in 1963

Impressum works well in newspapers, textbooks, and trade publications.

12 13

03. TYPOGRAPHY

Page Structures And the Grid

GRID SYSTEM

This is one of the easiest ways to create a balanced grid. By using the size of the paper as a guide we can divide using that ratio to begin creating the grid. Grid helps experiment with type areas, shapes and composition. We can explore how type and image will work together on the various types of pages our publication will have.

14 15

04. STATIONARY

Business Cards

FRONT

Nick Gardner Marketing Manager Canon U.S.A. Inc. 123 Orangefair Ave. Fullerton, CA 92832

w canon.com t 714.385.2155 f 714.385.2156

BACK

BUSINESS CARDS

The new Canon logo portrays the professionally of the

The clean, soft and circular lines of the icon and clarified

cameras through the graphical and functional icons. The

narrow Futura for the typeface selection.

photographers is precise and testing angles to get the

Dalixline was developed the FF Dax family from the

right view. The image of the precision is a visual stand-in

idea of combining the clarity of a narrow Futura with a

for each and every user of the site as they photograph.

â&#x20AC;&#x153;slightly roman touchâ&#x20AC;?. The result is a space-saving but very legible typeface of timeless design.

04. STATIONARY

Business Cards

FRONT

0.5"

Nick Gardner Marketing Manager Canon U.S.A. Inc. 123 Orangefair Ave. Fullerton, CA 92832

w canon.com t 714.385.2155 f 714.385.2156

0.8"

BACK

BUSINESS CARDS

Canon needs to develop a new concept for a new

GRID

identity. Our goal is to get the consumer to look at the identity and create a purchasing desire by targeting early adopters and young audience. The new look should incorporate photography both of a product/lifestyle image. This is such a big challenge to Canon as a leader of the electronic goods. When the new identity will appeal to the environmentally conscious, the products for the company will look like that to todayâ&#x20AC;&#x2122;s market as well.

16 17

04. STATIONARY

Letterhead

Nick Gardner Marketing Manager

w canon.com t 714.385.2155 f 714.385.2156

Canon U.S.A. Inc. 123 Orangefair Ave. Fullerton, CA 92832

April 25, 2013

Grace Park 333 N. Brookhurst St., Anaheim, CA 92001

Although Canon is the leader in cameras and office products, yet that identity is not reflected through its logo, site, packaging, catalogs, and graphics. It goes to great lengths to improve their products, but its identity falls short. Somewhat they are losing the younger audience these days. Furthermore, the typography is old style and hard to read and understand the brand. Canon has enjoyed a long success with their cameras and office products, and now, other brands are starting to make competitive products with good identities and thereby edging in on their market. In order to gain a competitive edge, Canon needs to develop a new concept for a new identity. Our goal is to get the consumer to look at the identity and create a purchasing desire by targeting early adopters and young audience. The new look should incorporate photography both of a product/lifestyle image. This is such a big challenge to Canon as a leader of the electronic goods. When the new identity will appeal to the environmentally conscious, the products for the company will look like that to todayâ&#x20AC;&#x2122;s market as well. Branches and products are all over the world; however, their identity hasnâ&#x20AC;&#x2122;t been updated yet since 2007 on every item in their products, stores, and website. Sincerely,

Nick Gardner Marketing Manager canon.com Tel. 714.385.2155 Fax 714.385.2156

LETTERHEAD

The new Canon logo portrays the professionally of the

The clean, soft and circular lines of the icon and clarified

cameras through the graphical and functional icons. The

narrow Futura for the typeface selection.

photographers is precise and testing angles to get the right view. The image of the precision is a visual stand-in for each and every user of the site as they photograph.

04. STATIONARY

Letterhead

Nick Gardner Marketing Manager

w canon.com t 714.385.2155 f 714.385.2156

Canon U.S.A. Inc. 123 Orangefair Ave. Fullerton, CA 92832

April 25, 2013

Grace Park 333 N. Brookhurst St., Anaheim, CA 92001

Although Canon is the leader in cameras and office products, yet that identity is not reflected through its logo, site, packaging, catalogs, and graphics. It goes to great lengths to improve their products, but its identity falls short. Somewhat they are losing the younger audience these days. Furthermore, the typography is old style and hard to read and understand the brand. Canon has enjoyed a long success with their cameras and office products, and now, other brands are starting to make competitive products with good identities and thereby edging in on their market. In order to gain a competitive edge, Canon needs to develop a new concept for a new identity. Our goal is to get the consumer to look at the identity and create a purchasing desire by targeting early adopters and young audience. The new look should incorporate photography both of a product/lifestyle image. This is such a big challenge to Canon as a leader of the electronic goods. When the new identity will appeal to the environmentally conscious, the products for the company will look like that to today’s market as well. Branches and products are all over the world; however, their identity hasn’t been updated yet since 2007 on every item in their products, stores, and website. Sincerely,

Nick Gardner Marketing Manager canon.com Tel. 714.385.2155 Fax 714.385.2156

LETTERHEAD

Canon needs to develop a new concept for a new

GRID

18 19

04. STATIONARY

Envolopes

ENVELOPE WITH WINDOW

Nick Gardner Marketing Manager

ENVELOPE

Canon U.S.A. Inc. 123 Orangefair Ave. Fullerton, CA 92832

The new Canon logo portrays the professionally of the

The clean, soft and circular lines of the icon and clarified

cameras through the graphical and functional icons. The

narrow Futura for the typeface selection.

photographers is precise and testing angles to get the

Dalixline was developed the FF Dax family from the

right view. The image of the precision is a visual stand-in

idea of combining the clarity of a narrow Futura with a

for each and every user of the site as they photograph.

â&#x20AC;&#x153;slightly roman touchâ&#x20AC;?. The result is a space-saving but very legible typeface of timeless design.

04. STATIONARY

Envelopes

GRID SYSTEM

Nick Gardner Marketing Manager

Canon U.S.A. Inc. 123 Orangefair Ave. Fullerton, CA 92832

Grace Park 333 N. Brookhurst St., Anaheim, CA 92001

ENVELOPE

Canon needs to develop a new concept for a new identity. Our goal is to get the consumer to look at the identity and create a purchasing desire by targeting early adopters and young audience. The new look should incorporate photography both of a product/lifestyle image. This is such a big challenge to Canon as a leader of the electronic goods. When the new identity will appeal to the environmentally conscious, the products for the company will look like that to todayâ&#x20AC;&#x2122;s market as well.

20 21

05. POSTERS

Typographic Announcement Poster

GRID SYSTEM

TYPOGRAPHIC

The new Canon logo portrays the professionally of the

The clean, soft and circular lines of the icon and clarified

ANNOUNCEMENT

cameras through the graphical and functional icons. The

narrow Futura for the typeface selection.

photographers is precise and testing angles to get the

Dalixline was developed the FF Dax family from the

right view. The image of the precision is a visual stand-in

idea of combining the clarity of a narrow Futura with a

for each and every user of the site as they photograph.

â&#x20AC;&#x153;slightly roman touchâ&#x20AC;?. The result is a space-saving but

POSTER

very legible typeface of timeless design.

22 23

05. POSTERS

Trademark Introduction Poster

OPTION A.

The new Canon logo portrays the professionally of the

The clean, soft and circular lines of the icon and clarified

cameras through the graphical and functional icons. The

narrow Futura for the typeface selection.

photographers is precise and testing angles to get the

Dalixline was developed the FF Dax family from the

right view. The image of the precision is a visual stand-in

idea of combining the clarity of a narrow Futura with a

for each and every user of the site as they photograph.

â&#x20AC;&#x153;slightly roman touchâ&#x20AC;?. The result is a space-saving but very legible typeface of timeless design.

05. POSTERS

Trademark Introduction Poster

OPTION B.

The new Canon logo portrays the professionally of the

The clean, soft and circular lines of the icon and clarified

cameras through the graphical and functional icons.

narrow Futura for the typeface selection.

The photographers is precise and testing angles to get

Dalixline was developed the FF Dax family from the

the right view. The image of the precision is a visual

idea of combining the clarity of a narrow Futura with a

stand-in for each and every user of the site as they

â&#x20AC;&#x153;slightly roman touchâ&#x20AC;?. The result is a space-saving but

photograph.

very legible typeface of timeless design.

24 25

05. POSTERS

Advertisement Page Structure

OPTION A.

The new Canon logo portrays the professionally of the

The clean, soft and circular lines of the icon and clarified

cameras through the graphical and functional icons. The

narrow Futura for the typeface selection.

photographers is precise and testing angles to get the

Dalixline was developed the FF Dax family from the

right view. The image of the precision is a visual stand-in

idea of combining the clarity of a narrow Futura with a

for each and every user of the site as they photograph.

â&#x20AC;&#x153;slightly roman touchâ&#x20AC;?. The result is a space-saving but very legible typeface of timeless design.

05. POSTERS

Advertisement Page Structure

OPTION B.

The new Canon logo portrays the professionally of the

The clean, soft and circular lines of the icon and clarified

cameras through the graphical and functional icons.

narrow Futura for the typeface selection.

The photographers is precise and testing angles to get

Dalixline was developed the FF Dax family from the

the right view. The image of the precision is a visual

idea of combining the clarity of a narrow Futura with a

stand-in for each and every user of the site as they

â&#x20AC;&#x153;slightly roman touchâ&#x20AC;?. The result is a space-saving but

photograph.

very legible typeface of timeless design.

26 27

Website Structure and the Grid

05. WEBSITE

HOME

ABOUT US

PRODUCTS

STORES

PRESS RELEASE

BLOG CUSTOMER SERVICE CONTACT

Canon Global

On Promotion

FIND INSPIRATIONS

CNON WIN ESTEEMED

REWARD YOURSELF

Coming home is a breath of fresh air for

“Best Professional DSLR Lens in 2012,” the

FREE Ground Shipping and Handling on

Stock up on individual ink

former Taranaki award-winning photogra-

Canon EF8-15mm f/4L Fisheye USM, which

accessory orders of $50 or more (an up to

tanks or find the right combi-

pher Tania Niwa. The Sydney-based Waitara

can produce either full frame or circular fish-

$15.99 Canon Online Store value)! Enter

nation with our combo/value

photographer is the youngest to complete

eye images, was recognized for its 180-de-

Code ACC712 at Checkout.

packs.

her grandmasters with the Australian Institute

gree field of view offering “exceptional

of Professional Photography.

creative capture capabilities.

Photography Awards

IMAGE

Read More Order & Customer Service 1-800-385-2155.

SHOP NOW