C U LT U R E O F T H E P I C T U R E
YASHICA
TA B L E O F C O N T E N T S
0
01 INTRODUC TION
BR AND HISTORY
M I S S I O N S TAT E M E N T
0 2 I D E N T I T Y S TA N D A R D S
L O G O // PA S T A N D F U T U R E
T H E C U LT U R E O F YA S H I C A
YA S H I C A PA S T // F U T U R E
L O G O A N AT O M Y
LOGO DON’ TS
T YPOGR APHY
C O L O R PA L E T T E
03 APPLIED ADVERTISEMENT
C A M E R A // L E N S E S
B O O K S // YA S H I C A M A G A Z I N E & W E B S I T E
YA S H I C A P H O T O G A L L E R Y
YA S H I C A A C A D E M Y // P H O T O G R A P H I C T O U R S
04 COLOPHON
INTRODUC TION
01
BR AND HISTORY H I S T O R Y \ \ C A M E R A F A M I LY T R E E
M I S S I O N S TAT E M E N T
INTRODUCTION
BRAND HISTORY
HISTORY I n 19 5 7, Ya s h i m a S e i k i c o m p a n y
Carl Zeiss to produce a new
and advanced Auto-Focus
f o u n d e d Ya s h i c a , I n c . , L N N e w
professional 35mm Single Lens
3 5 m m S L R c a m e r a . Ya s h i c a
Yo r k t o m a n a g e m a r k e t i n g
R e f l e c t (S L R ) w i t h e l e c t r o n i c a l l y
response with their own Auto-
ef for ts in the united states.
controlled shut ter under the
Focus 35mm SLR camera line
They introduce their popular
name Contax. The new line
that was overpriced and poorly
n e w Tw i n L e n s R e f l e c t c a m e r a
o f Ya s h i c a a n d C o n t a x l e n s e s
marketed in comparison to
s e r i e s , t h e Ya s h i c a m a t l i n e
designed by Carl Zeiss were
t h e i r c o m p e t i t o r. I n r e s p o n s e ,
i n 19 5 7. D u r i n g t h e n e x t
introduced and proved success.
Ky o c e r a h a v e t o r e p o s i t i o n e d
y e a r a n d a h a l f , Ya s h i m a
I n O c t o b e r 19 8 3 , Ya s h i c a
the brand as a budget-price
c o n t i n u e d t o g r o w w i t h 1,9 8 2
company Ltd., was acquired
“ Po i n t & S h o o t ” c a m e r a a n d
e m p l o y e e s . L a t e r i n 19 5 8 ,
b y Ky o c e r a a g i a n t c e r a m i c s
move their produc tion from
Ya s h i m a S e i k i c h a n g e t h e i r
c o m p a n y. A f t e r t h e m e r g e
Japan to Hong Kong and
n a m e i n t o Ya s h i c a c o m p a n y,
i n t o t h e n e w c o m p a n y, m o r e
discontinuing all high-end SLR
Ltd when they were aquired
c h a n g e s c o m e t o t h e Ya s h i c a
camera produc tion.
b y N i c c a C a m e r a C o m p a n y,
c a m e r a a n d l e n s e s . I n 19 8 5 ,
Ltd. With the acquisition of
t h e M a n u a l - F o c u s F X -10 3 w a s
N i c c a , Ya s h i c a e x p a n d t h e i r
release to pair with the high-
camera line into 35mm film
e n d Ya s h i c a S L R m o d e l s a n d i t
c a m e r a s . I n D e c e m b e r 196 5 ,
w a s t h e f i r s t Ya s h i c a S L R w i t h
Ya s h i c a i n t r o d u c e d t h e w o r l d ’ s
T TL flash and full programmed
first elec tronically controlled
exposure capabilities. In
35mm camera - the Elec tro
19 8 5 , Ky o c e r a w a s f a c i n g
35, a Rangefinder camera
intense market competi tion
that sold 5 million units af ter
from other manufac turers,
t h e r e l e a s e . I n 19 7 3 Ya s h i c a
especially Minolta, which also
began to collaborate with
introduce competitive price
C A M E R A FA M I LY
YA S H I C A M AT T L R M A T -12 4 G | M A T - 4 4 | M A T - 6 3 5 | M A T -12
YA S H I C A R A N G E F I N D E R M G -1 | M I N I S T E R | 3 5 - G T N | LY N X
YA S H I C A 3 5 M M S L R T L E L E C T R O - X | F X - 3 | F X -1 0 3 | D E N T A L E Y E 2
INTRODUCTION
M I S S I O N S TAT E M E N T
MISSION S TAT E M E N T
S i n c e t h e v e r y f i r s t Ya s h i c a ,
straight for ward optical
are the result of decades of
the focus during mechanical
solutions. These brilliant
experience, uncompromisingly
and optical development of
designs of ten require fewer
high qualit y standards, and
mechanics and lenses has been
lens elements, thus maximizing
continuous development by
on providing truly relevant
light transmission, and they
innovative international teams
func tions. It is this focus
always employ high-qualit y
made up of both exper ts and
on the essential that lies at
glass t ypes and per fec t
users. All these elements
the hear t of the fascination
produc tion methods leading to
are influence what we put
i n s p i r e d b y t h e Ya s h i c a b r a n d .
images with an unmistakable
into prac tice in our hi-tech
T h e Ya s h i c a m a t , f o r e x a m p l e ,
c h a r a c t e r.
laboratories and during the Ya s h i c a m a n u f a c t u r i n g p r o c e s s .
is a masterpiece in the ar t of minimalist design achieved
Ya s h i c a s t a n d s f o r v i s u a l
The best materials, combined
without compromising on
enjoyment and las ting value.
w i t h re liab le p re c is io n m e c hanic s
q u a l i t y, i t i s f o r p h o t o g r a p h e r s ,
O u r a p p r o a c h a n d Ya s h i c a ’ s
and careful manufac turing,
who want the freedom to
unique technical exper tise
guarantee with outstanding
u n l e a s h t h e i r c r e a t i v i t y.
make our optic al ins trument s
per formance even in severe
ideal companions of fering the
conditions such as shooting
The unrivaled per formance
highest possible reliabilit y
in arc tic regions, on mount
o f Ya s h i c a a n d C o n t a x
a n d d u r a b i l i t y. E v e n u n d e r
Kilimanjaro, or in the Sahara
lenses is also based on
ex treme conditions such
deser t. Last but not least, the
our immensely dedicated
as severe temperature
s u p e r i o r q u a l i t y o f Ya s h i c a
and supremely innovative
fluc tuation or impac ts, our
s e r v i c e g u a r a n t e e s t h a t Ya s h i c a
optical engineers focusing
produc ts meet or exceed the
produc ts will of fer decades of
their impressive talent and
highest expec tations. All
enjoyment and las ting value.
e n e r g y o n d e v e l o p i n g c l e a r,
Ya s h i c a c a m e r a s a n d l e n s e s
I D E N T I T Y S TA N D A R D S
02
L O G O // PA S T A N D F U T U R E O L D LO G O // N E W LO G O
T H E C U LT U R E O F YA S H I C A YA S H I C A O F T H E PA S T // T H E N E W YA S H I C A A N AT O M Y O F YA S H I C A L O G O A B O U T T H E LO G O // T H E C O N C E P T
LOGO DON’TS T YPOGR APHY C O L O R PA L E T T E
IDENTITY S TA N D A R D S
LOGO OLD/NEW
L O G O // PA S T A N D F U T U R E
THE OLD LOGO T H E O L D YA S H I C A L O G O H A S R E P R E S E N T T H E B R A N D F O R MORE THAN 50 YEARS SINCE THE BEGINNING.
YASHICA THE NEW LOGO T H E N E W YA S H I C A L O G O W I L L H E L P R E P O S I T I O N T H E B R A N D T O A H I G H E R L E V E L . I T I S N O T J U S T A B O U T T H E N E W M A R K E T T H AT YA S H I C A W A N T S T O E N T E R B U T A L S O A B O U T T H E C U LT U R E T H AT YA S H I C A B R O U G H T T O T H E I R C U S T O M E R .
IDENTITY S TA N D A R D S
T H E C U LT U R E O F YA S H I C A
I N T O D AY ’ S M A R K E T, M A N Y P R O D U C T S A T T E M P T T O A T T R A C T B U Y E R S W I T H C O U N T L E S S F E A T U R E S A N D U N U S U A L F O R M S . A L M O S T A N Y T H I N G I S P O S S I B L E . B U T I T I S O F T E N T H E T H I N G S T H AT A P P E A R YA S H I C A C U LT U R E
S I M P L E W H I C H P R O V E T O B E T H E M O S T D I F F I C U LT T O A T T A I N . F O R YA S H I C A , T H E F O C U S I S F I R S T A N D F O R E M O S T O N T H E N E E D S O F T H E U S E R . I N N O VAT I O N S A R E N E V E R E N D S I N T H E M S E LV E S B U T A R E A L W AY S T H E R E S U LT O F C O U N T L E S S D I S C U S S I O N S W I T H A N D F E E D B A C K F R O M U S E R S . YA S H I C A P R O D U C T S A R E D E S I G N E D F R O M T H E G R O U N D U P A S T O O L S F O R C R E A T I N G C O M P L E T E LY U N I Q U E VISUAL E XPERIENCES. NOTHING MORE AND NOTHING LESS.
IDENTITY S TA N D A R D S
YA S H I C A O F T H E PA S T
T H E PA S T AND NOW
PA S T
T H E N E W YA S H I C A
NOW
IDENTITY S TA N D A R D S
A N AT O M Y O F YA S H I C A L O G O
ABOUT THE LOGO THE LOGO REPRESENTS THE S TRENGTH AND POWER O F T H E YA S H I C A B R A N D I N T H E N E W D E C A D E . I T BRINGS A NE W FRESH LOOK TO THE BR AND BUT H O L DS T H E B R A N D VA LU E I N I T S C U S TO M ER A N D BROUGHT NE W CUS TOMER TO THE BR AND.
CORREC T USE OF THE BR AND’S LOGO IS CRITIC AL T O M A I N TA I N O U R B R A N D C O N S I S T E N C Y A N D THE CORREC T IMAGE ABOUT THE BR AND IN OUR CUS TO M ER ’ S V I E W.
YASHICA
LOGO A N AT O M Y
THE CONCEPT
A N AT O M Y
T H E YA S H I C A L O G O W A S C R E A T E D U S I N G S H A P E S
THE LOGO LIES WITHIN AN INVISIBLE
AND ALL THE SHAPES WILL COME TOGE THER AND
PERFECT CIRCLE WITH ALL THE OUTER
F O R M E D T H E L E T T E R “ Y ”. T H E S E S H A P E S I S T H E
EDGES TOUCH THE DIAME TER OF THE
R E P R E S E N TAT I O N O F T H E C C D O N T H E C A M E R A
CIRCLE. THE CENTRE OF THE MAIN
C E N S O R W H I C H C R E AT E S T H E C O L O R F O R T H E
S H A P E S O F T H E L O G O S TA R T AT T H E
IM AGE WHEN THE C AMER A SHU T TER RELE A SED. ALL
CENTRAL OF A SMALLER CIRCLE.
T O G E T H E R I T C R E AT E S A S T R O N G , P O W E R F U L A N D S TA B L E L O G O F O R T H E B R A N D .
4
2 3
5
1
1
13 5 º A n g l e
2
45º Angle
3
90º Angle
4
45º Angle
5
90º Angle
CORREC T USE OF SIZE AND PL ACEMENT OF LOGO
a
c b
d
T H E S M A L L E S T S I Z E T H AT T H E L O G O C A N B E U S E W I L L B E B A S E D O N T H E M E A S U R E M E N T S O F “ A ” A N D “ B ” I N V E R T I C A L F O R M A T, “ C ” A N D “ D ” I N H O R I Z O N T A L F O R M A T. A = 0 . 5 5 I N C H
C = 0.3 INCH
B = 0 . 5 7 I N C H
D = 1. 2 I N C H
IDENTITY S TA N D A R D S
LOGO DON’TS
YASHICA
YASHICA
COLOR
EFFECTS
STRETCHING
T H E YA S H I C A L O G O I S
T H E YA S H I C A L O G O
T H E YA S H I C A L O G O
NOT TO BE PRODUCED
S H O U L D N E V ER H AV E
SHOULD NEVER BE
IN AN Y COLOR OTHER
EFFECTS LIKE DROP
S TRE TCHED.
THAN 90% BL ACK, OR
S H A D OW O R G LOW.
WHITE.
LOGO DON’TS
YASHICA
YASHICA
T Y PE FAC E
FORM
T H E YA S H I C A L O G O
T H E YA S H I C A L O G O
SHOULD NEVER BE
S H O U L D A L W AY S
R E C R E AT E D O R M A D E
R E A D H O R I Z O N T A L LY
UP OF SUBSTITUTE
AND SHOULD NOT BE
FONTS.
R O TAT E D , D I S T O R T E D I N A N Y W AY.
IDENTITY S TA N D A R D S
T YPOGR APHY
T Y P E F O R M S A N O T H E R K E Y PA R T O F T H E YA S H I C A’ S V I S U A L P E R S O N A L I T Y. T H E R E A R E 2 M A I N T Y P E FAC E S T H AT A R E U S E D I N P R I N T;
N E U T R A FAC E 2 A N D AV E N I R N E X T.
THESE SHOULD NEVER BE REPL ACED WITH O T H E R T Y P E FA C E S , O R A LT E R E D F R O M T H E I R ORIGINAL FORM.
T YPOGR APHIC USE T H E T Y P O G R A P H I C S T Y L E S H O U L D A L W AY S B E C L E A N A N D S I M P L E , A N D T Y P E C A N B E U S E D G R A P H I C A L LY T O D E L I V E R V I S U A L I M PA C T W I T H O U T T H E U S E O F A N Y S U P P O R T I N G I M A G E R Y. T H E U S E O F A S T R O N G B A C K G R O U N D C O L O U R W I T H H E A D L I N E M E S S A G E S R E V E R S E D O U T M AY B E U S E D I N R E L E V A N T M AT E R I A L S . I N S O M E C A S E S ( F O R H E A D L I N E T Y P O G R A P H Y F O R E X A M P L E ) L E T T E R S PA C I N G S H O U L D B E T I G H T E N E D S L I G H T LY.
T YPOGR APHIC DONT’S NE VER ADD EFFEC TS LIKE SHADOWS OR OUTLINES TO A N Y O F T H E YA S H I C A T Y P E F A C E S , A N D N E V E R A D D S P A C E BE T WEEN CHAR AC TERS. T YPOGR APHY
N E U T R A FAC E 2 NEU T R A FACE NO. 2 IS A N E X T ENSION O F T H E N E U T R A L E G A C Y, W H E R E F O R M A N D F U N C T I O N M E E T AT T H E N E X U S O F P R A C T I C A L I T Y A N D V E R S AT I L I T Y. I T I S B Y NO MEANS INTENDED AS AN IMPROVEMENT OR REPL ACEMENT OF THE ORIGINAL N E U T R A FAC E , B U T A S A N E X PA N S I O N O F T H E O R I G I N A L C O N C E P T. N E U T R A’ S
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 - = ~ ! @ # $ % ^ & * ( ) _+ [ ] \ < > ?
H I G H LY S O U G H T- A F T E R R E S I D E N T I A L A N D COMMERCI A L DE SIGNS H AV E S TOOD T HE TEST OF TIME, AS WILL THE TYPOGRAPHY T H AT B E A R S H I S N A M E .
AV E N I R N E X T T HE WOR D AV ENIR ME A NS “ FU T UR E” IN F R E N C H A N D H I N T S T H AT T H E T Y P E FAC E O W E S S O M E O F I T S I N T E R P R E TAT I O N
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
TO FU T UR A . UNLIK E FU T UR A , AV ENIR
a b c d e f g h i j k l m n o p
I S N O T P U R E LY G E O M E T R I C ; I T H A S
q r s t u v w x y z
V E R T I C A L S T R O K E S T H AT A R E T H I C K E R T H A N T H E H O R I ZO N TA L S , A N “ O ” T H AT I S NOT A PERFEC T CIRCLE, AND SHORTENED ASCENDERS. THESE NUANCES AID IN LEGIBILIT Y A ND GI V E AV ENIR NE X T A HARMONIOUS AND SENSIBLE APPEAR ANCE FOR BOTH TEX TS AND HE ADLINES.
1 2 3 4 5 6 7 8 9 0 - = ~ ! @ # $ % ^ & * ( ) _+ [ ] \ < > ?
IDENTITY S TA N D A R D S
C O L O R PA L E T T E
T H E P R I M A R Y C O L O R PA L E T T E C O N S I S T S O F JUST ONE MAIN COLOR WHICH IS BL ACK AND T I N T S O F B L AC K (10 % A N D 9 0 %) - A S E C O N DA R Y PA L E T T E O F B R I G H T S U P P O R T I N G C O L O R S . C O L O R P L AY S A B I G PA R T I N D E L I V E R I N G T H E YA S H I C A B R A N D P E R S O N A L I T Y.
A
B
C
D
A - BL ACK 90% TINT
C - [ C =2 M =1 Y=2 K= 0 ] [ PA N T O N E = 9 2 .1.1U ]
B - B L A C K 10 % T I N T
D - [ C = 3 1 M =12 Y=2 7 K= 0 ] [ PA N T O N E = 10 7. 3 .1U ]
COLOR PA L E T T E
APPLIED
03 ADVERTISEMENT C A M E R A // L E N S E S B O O K S // YA S H I C A M A G A Z I N E & W E B S I T E PHOTO GALLERY YA S H I C A A C A D E M Y // P H O T O G R A P H I C T O U R S
APPLIED
ADVERTISEMENT ADVERTISEMENT
ALL THINGS PHOTOGRAPHIC.
APPLIED
CAMER A AND LENSES
PRODUC TS
R ANGEFINDER CAMER A OUR NEW R ANGEFINDER CAMER A WILL CONTINUE TO BE A MINIMALIS T DESIGN WITHOUT COMPROMISING ON QUALIT Y - FOR PHOTOGR APHERS, W H O WA N T T H E FR EED O M TO U N L E A S H T H E I R C R E AT I V I T Y.
YA S H I C A L E N S E S YA S H I C A’ S H I G H - P E R F O R M A N C E L E N S E S A R E A L L M A D E , B Y H A N D , AT YA S H I C A’ S M A I N F A C T O R Y I N T O K I O , J A PA N . T H E Y R E P R E S E N T T H E F R U I T O F M A N Y Y E A R S O F E X P E R I E N C E I N O P T I C S A N D PR ECISION MECH A NIC S A ND A R E PRODUCED USING UNIQUE T ECHNOLOGIE S, HIGH - QUA LIT Y M AT E R I A L S A N D T H E C O M M I T M E N T A N D C R A F T S M A N S H I P O F E X P E R T S TA F F. O N LY T H E Y C A N D E L I V E R T R U E YA S H I C A Q U A L I T Y T O Y O U R I M A G E S .
APPLIED
BOOKS
BOOKS, MAGA ZINE & WEBSITE
YA S H I C A M A G A Z I N E & W E B S I T E
APPLIED
YA S H I C A P H O T O G A L L E R Y
GALLERY
APPLIED
YA S H I C A A C A D E M Y
AC ADEMY & PHOTOGR APHIC TOURS
PHOTOGR APHIC TOURS
COLOPHON
04 DESIGN
SA N G U Y E N [G R A PH I C D E S I G N E R]
[ 2 8 T H A V E N U E , S A N F R A N C I S C O , C A 9 412 1]
INSTRUC TOR + SCHOOL
H U N TER W IM M ER [INS TRUC TOR]
I D E N T I T Y 1 [C L A S S]
AC ADEMY OF ART [UNIVERSIT Y ]
FA L L 20 0 9
SYSTEM + TOOL S
N E U T R A FAC E 2 + AV E N I R N E X T [ T Y P E FAC E S]
E P S O N S T Y L U S P H O T O R 18 0 0 [ P R I N T E R ]
A D O B E C R E AT I V E S U I T E 4 [ P R O G R A M ]
E P S O N P R E M I U M P R E S E N TAT I O N M AT T E [ PA P E R ]
M A C O S X - S N O W L E O PA R D [ O P E R AT I N G S Y S T E M ]