canon brand guidelines

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.

Welcome

Table of ContentsThe Wide Angle

Cropping in Close 2.0

Focus on the Details 3.0

Depth of Field

Painting the Picture

4.0

5.0

1.0

1.0The Wide Angle

1.01

Canon • Brand Guidelines

From Pinhole to PixelIn 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.

The Wide Angle

““Unique Selling Position

Capturing Life

The Wide Angle

1.03


The Competiton

The Wide Angle

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.

2.0Cropping in Close

2.01


R

R

Cropping in Close

The SignatureThe 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.

2.02


RX

X

X

baseline

baseline

hangline

hangline

3.25 X

3.25 X

X

R

Cropping in Close

Integrity

5mm 10pt

Minimum size • Print Minimum size • Web

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 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.

2.03


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.

3.0Focus on the Details

3.01


C

40

P 291

P 360

P 448

P 1505

P 1525

P 296 P 3308

P 108

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B

232

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21

Focus on the Details

Color PaletteColor 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

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C

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M

79

M

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Y

100

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11

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80

Pantone 7547

R

217

R

88

G

83

G

89

B

30

B

91

3.02



You CanBy 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.

3.03



You Can’tThe 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.

3.04


Reversed Color signature

Reversed Black & White signature


Positive & NegativeWhen 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® 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

4.0Depth of Field

4.01


CapturingLove

Capturing Adventure

Capturing Joy

Capturing Happiness

Capturing Nature

Capturing Peace

Depth of Field

Our VoiceThe 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

Capturing Happiness

Capturing Nature

Capturing Peace

4.02


Depth of Field

Some Support GraphicsThe 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.

4.03


CapturingLife

CapturingHappiness

CapturingAdventure

CapturingNature

CapturingJoy

CapturingPeace

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.

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4.04


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Depth of Field

Let’s talk Type

CanonSans

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.

4.05


Life

Depth of Field

It’s all in the PhotosPhotography 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.

5.0Painting the Picture

5.01



StationeryOur 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.

5.02



WebsiteWebpage 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.

Shopping bags

5.03


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.


PackagingThe 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.

5.04


CanonEOS 60D


Camera Body

CanonEOS 60D

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.

5.05



Tote Bag

5.06



External FlashOur 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.

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.


Point & ShootCanon’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.

5.08


Canon500mm 1:4


Lenses & Extensions

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.


PrintersCanon 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.

5.10



SoftwareSometimes 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.

5.11



iPhone & T-ShirtWe 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.

5.12



Canon EYE applicationCanon 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.

5.13


5.14


5.15



Front Desk & LobbyOur 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.

5.16



Office SpaceHere 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.

5.17


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.


Office Space

5.18



Canon ExpoExpositions 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.

5.19


5.20



Truck & Bus Stop adAds 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.

GoodbyeCanon 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

canon brand guidelines

Documents

canon camera

canon europa

hansa canon

canon wordmark

canon symbol

canons brand

strong brand presentation

new signature