canon rebranding 2

EVERY MOMENT, YOU LIVE.

ST YLE GUIDE

I want to say ...

INTRODUCTION

INTRODUCTION 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 infor m all future brand communication decisions. Adhering to the specifications and standards outlined in these guidelines will ensure a consistent and strong brand presentation.

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CONTENTS

CONTENTS INTRODUCTION SIGNATURE 04 Signature 05 Specifications 06 Clear Space 07 Minimum Size 08 Signature Colors 09 Unacceptable Use 10 Acceptable Background Use 11 Unacceptable Background Use T YPOGRAPHY 13 Typography COLORS 15 Color Palette 16 Color Specifications

SECONDARY GRAPHICS 18 Secondar y Graphics STATIONERY 20 Business card 21 Letterhead 22 Envelope APPLICATIONS 24 Products 26 Promotional Items 27 Store Related Items 28 Building Sign 29 Transportation 30 Advertisement 31 Website

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SIGNATURE

S I G N AT U R E

SIGNATURE The Canon signature is a graphic representation of our organization and the values for which it stands.

It identifies us by displaying an image that is strong and credible.

The signature combines two of the most important visual elements of our brand — the Canon wordmark and the Canon symbol. The diagram to the right illus tr ate s the gr aphic feature s that 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.

signature symbol

wordmark

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S I G N AT U R E

SPECIFICATIONS 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.

X 1/4 X

1/4 X

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S I G N AT U R E

CLEAR SPACE Clear space is the area around the signature that must be free of all other logos, symbols, text or other graphic elements.

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 height of the letters in the Canon wordmark. A minimum clear space requirement has been established to ensure the prominence and clarity of the Canon signature.

It is essential that the signature clear space remain free of all graphics, identities, photography and typography for maximum brand recognition.

1/4 X

1/4 X

1/4 X

X

1/4 X

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S I G N AT U R E

MINIMUM SIZE Minimum size refers to the smallest size at which the Canon signature may be reproduced and still maintain legibilit y. To ensure its legibilit y, the minimum reproduction size of the Canon signature is 1/8� in height for print applications and 75 pixels in width x 15 pixels in height for web and electronic media. When reduced or enlarged, the wordmark must always scale proportionally with the symbol.

1/8”

1/8”

MINIM U M S I Z E O F P R IN T A P P L I C AT I O N

15 P X

75 PX MINIM U M S I Z E O F W E B A P P L I C AT I O N

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S I G N AT U R E

SIGNATURE COLORS 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. There is only one signature with multiple color variations. The 2-color configuration for the signature is built with Pantone速 186 and Pantone Black. A 1-color positive and white reverse version of the signature is also provided. These versions are to be used only in the event that full-color is not an option.

2- C O L O R PA N T O NE S I G N AT U R E

1- C O L O R P O S I T I V E S I G N AT U R E

W HI T E R E V E R S E S I G N AT U R E

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S I G N AT U R E

UNACCEPTABLE USE 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 on the right page.

• Do not outline the signature.

• Do not scale the signature unproportionally.

• Do not distort the signature.

• Do not use drop shadow.

• Do not rotate the signature.

• Do not change the fonts of the signature.

CANON

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S I G N AT U R E

ACCEPTABLE BACKGROUND USE 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.

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S I G N AT U R E

UNACCEPTABLE BACKGROUND USE The examples on this page demonstrate some common mistakes made when applying the signature.

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 1-color positive or white reverse.

DO NOT PLACE ON TYPOGRAPHIC BACKGROUND DO NOT PLACE ON TYPOGRAPHIC BACKGROUND DO NOT PLACE ON TYPOGRAPHIC BACKGROUND DO NOT PLACE ON TYPOGRAPHIC BACKGROUND DO NOT PLACE ON TYPOGRAPHIC BACKGROUND DO NOT PLACE ON TYPOGRAPHIC BACKGROUND

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TYPOGRAPHY

T YPOGRAPHY

TYPOGRAPHY Typography is a cornerstone of our visual identity.

Canon has chosen the DIN font family as the primary typeface for all our brand communications. A variety of weights shown at right will provide creativity and flexibility in your layouts.

DIN LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz 1234567890 DIN REGUL AR

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz 1234567890 DIN MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz 1234567890 DIN BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz 1234567890 DIN BL ACK

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz 1234567890

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COLORS

COLORS

COLOR PALETTE Color provides a strong visual link to our brand across a wide range of applications. Canon red and black ser ve as our corporate colors for all brand communications. A secondary color palette has been created for use in presentations and other corporate materials where additional color is necessary to differentiate levels of information.

PMS 186

PMS BL ACK

PRIM A RY COLOR PA LE T TE

PMS !62

P M S 15 8

PMS 3005

SECONDA RY COLOR PA LE T TE

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COLORS

COLOR PALETTE Spot Colors When spot-color printing is available you should use the listed Pantone colors for greatest impact.

CMYK Colors For process-color reproduction, the CMYK conversions are shown that best match the Pantone colors.

Web Colors 8-Bit color monitors are virtually a thing of the past.

Both Netscape and Internet Explorer automatically snap to web-safe when an 8-Bit system is sensed.

Given these factors, you need not limit the web palette to web-safe.

P M S 18 6 C 7 M 9 8 Y10 0 K1 R220 G39 B38 G G B 61 2

PMS BL ACK C 0 M 0 Y 0 K10 0 R77 G77 B77 490E6F

P M S 16 2 C 6 M 0 Y10 0 K 2 7 R18 7 G181 B 6 E98300

P M S 15 8 C0 M30 Y95 K0 R78 G32 B0 5 8 A 61 8

PMS 3005 C0 M30 Y95 K0 R78 G32 B0 5 8 A 61 8

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SECONDARY GRAPHICS

SECONDARY GR APHICS

SECONDARY GRAPHICS The new Canon brand identity system is flexible and dynamic. It incorporates a graphic element created by extracting the symbol. There are many framing and color variations that can be achieved with this graphic element.

We refer to this component as the secondary graphics.

The exhibits to the right are meant to illustrate the origin of the secondary graphic and show how a section of the symbol has been selected for incorporation into applications. These are a few examples of the framing variations that may be used.

> SUPERGR APHIC U S E D A S A H O R I ZO N TA L A P P L I C AT I O N

SUPERGR APHIC USED AS A VERTICAL A P P L I C AT I O N

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STATIONERY

S TAT I O NE R Y

BUSINESS CARD Our visual identit y–one of our most impor tant marketing tools—extends to all our stationery items, maintaining a unified representation of our company.

Our stationer y system is simple and functional, designed to strengthen the message we are sending.

The preferred Canon business card layout presents the signature, individual’s name, title and local contact information, e-mail and URL on the front of the card.

The back side of the card is two solid color from the secondary color palette.

1/4”

1/4”

2”

SWIN HUANG President One Canon Pl aza L ake Success, N Y 110 42 Tel 516-32 8 -5 0 0 0 Fax 516-32 8 -5 02 0 shuang@us a.canon.com w w w.us a.canon.com

1/4”

3 1/2” 1/8”

1/8”

I w ant to s ay ...

1/8”

1/8”

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S TAT I O NE R Y

LETTERHEAD The letterhead example at right illustrate the formats to be used when typing standard business letters. The typeface for body text is DIN regular. In Microsoft Word, the type size for DIN regular’s 9 point with line spacing set at 13 point (Format > Paragraph > Line Spacing).

Set the top margin at 1/2”, the bottom margin at 1/2”, the left margin at 1/2” and the right margin at 1/2”.

Begin with the date on the first line. Leave two empty line spaces between the date and address and two line spaces between the closing and signature name.

1/8”

1/8”

1/8”

One C anon Pl aza L ake Success, N Y 110 4 2 Tel 516-32 8 -5 0 0 0 Fax 516-32 8 -5 0 2 0 shuang@ us a.c anon.com w w w.us a.c anon.com

May 19, 2010

Ms. Mar y Jordan 175 Post St, Apt 230 San Francisco, CA 94115

Dear Ms. Mar y, For Canon, 2009 is a year to focus our energies on the next great leap for ward. Amid an economic crisis of unprecedented proportions, we are working hard to improve management quality so that we can hit the ground running once the business climate turns around.

More crucial than any thing in this effor t is the timely release of highly competitive new products realized through a range of innovations, including the development of key components. A s we aim for the over whelming No.1 market position in all current business areas, we are doubling our effor ts to establish “cross-media imaging,” enabling people to freely and vividly express themselves, giving form to their imagination and creativity through advanced synergies between Canon imaging devices.

Additionally, we are working to realize advanced supply chain management through IT innovations aimed at consolidating information for all business processes throughout the company. We are al so promoting in-house production and automated production systems, realizing regionally optimized production bases worldwide, nur turing new core businesses, and developing next-gener ation technologies. We remain commit ted to fur ther strengthening our env ironmental management, improving product quality, and promoting corporate governance and compliance activities to fulfill our corporate responsibilities.

Canon today is the product of having overcome many past trials and tribulations. A s we work toward our Excellent Global Corporation Plan goal of joining the ranks of the world’s top 100 companies in terms of all key business per formance indicators, we continue to innovate, always keeping in mind the spirit of “Speed and Quality” under which the plan was first launched.

Sincerely,

Swin Huang President

1/8”

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S TAT I O NE R Y

ENVELOPE Size: No. 10 Envelop 24.1 x 10.4 cm. (4.125 x 9.5 in.)

Front: The left margin is 1/4�, and the bottom margin is 1/4�. 8 point size DIN regular. Color: company address, telephone, fax, e-mail and website are gray. The secondary colors are green and orange. The signature is red and black, fold area is blue.

9 1/2 “

1”

MARY JORDAN 175 Post St, Apt 2 30 San Fr ancisco, CA 94115

One Canon Pl aza L ake Success, N Y 110 4 2 Tel 516-32 8 -5 0 0 0 Fax 516-32 8 -5 0 2 0 shuang@ us a.c anon.com w w w.us a.c anon.com

1/4”

1/4”

1/4”

2 3 /4”

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APPLICATIONS

A P P L I C AT I O N S

PRODUCTS

DSLR

LENS

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A P P L I C AT I O N S

PRODUCTS

PRINTER

PROJECTOR

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A P P L I C AT I O N S

PROMOTION ITEMS

H AT

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A P P L I C AT I O N S

STORE RELATED ITEMS

POLO SHIRT

BAG

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A P P L I C AT I O N S

STORE RELATED ITEMS

$

GIF T CARD

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ANDY SCOTT

N A ME TA G

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A P P L I C AT I O N S

BUILDINGS SIGN

CANON HE ADQUARTER

STORE SIGN

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A P P L I C AT I O N S

TRANSPORTATION

TRUCK

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A P P L I C AT I O N S

ADVERTISEMENT

BUILDING AD

STREET AD

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A P P L I C AT I O N S

WEBSITE

CORPOR ATE INFO

EVE MOM YO LIV

INVESTOR REL ATIONS

ENVIRONMENTAL ACTIVITIES

NEWS/PRESS RELE ASES

ERY MENT, OU VE.

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