Nikon is a leading brand known for optics and image making products. Being headquartered in Tokyo, Japan., the main products from the brand are Cameras, Lens, Binoculars, Microscopes and other Optical instruments.
The project involves:
1. Brand Study
2. Rebranding Visual Identity
3. Creating VM Manual
BRAND IMAGE
“At the heart of the image”. That’s where the challenge is, and Nikon dares to take it on.
Above is the Image that Nikon tries to build on. Takes an emotional appeal to talk about its brand instead of talking about its product and the features. Nikon talks about how each and every person has a unique sense of the world - joy, sorrow, wonder, hope and infinitely more, that can captured through Nikon products. Capturing the nuances of the heart, Nikon markets itself as capturing the expressions of the world through its optical instruments, vividly expressing them in the visible world. An image has a limitless power to inspire the human spirit. Nikon expresses the riches of human experience by creating a new value for the image.
Above is the Image that Nikon tries to build on. Takes an emotional appeal to talk about its brand instead of talking about its product and the features. Nikon talks about how each and every person has a unique sense of the world - joy, sorrow, wonder, hope and infinitely more, that can captured through Nikon products. Capturing the nuances of the heart, Nikon markets itself as capturing the expressions of the world through its optical instruments, vividly expressing them in the visible world. An image has a limitless power to inspire the human spirit. Nikon expresses the riches of human experience by creating a new value for the image.
BRAND IDENTITY
As seen through the evolution of Nikon’s logo from 1930, which had Nippon Kogaku, the initial name of the brand. Later in 1953, the name, Nikon was adopted and hence since then retained the same. The current logo was created in 2003, and remained the same since then.
Through its logo, Nikon wishes to express trust and quality, with the pursuit of infinite possibilities. As the brand started with making lenses, which works on the principle of light, the ray element is included which shows the brand’s enlightenment in research, design and manufacturing, services and customer relations. The new symbol conveys an unleashing of the power of imagination turned into actual Products and services for Nikon customers.
Through its logo, Nikon wishes to express trust and quality, with the pursuit of infinite possibilities. As the brand started with making lenses, which works on the principle of light, the ray element is included which shows the brand’s enlightenment in research, design and manufacturing, services and customer relations. The new symbol conveys an unleashing of the power of imagination turned into actual Products and services for Nikon customers.
REBRANDING
Though Nikon has a strong identity among the consumers, the rebranding is undertaken for 2 reasons:
1. Nikon for every 15-20 years rebrand the identity to prove their fresh and new image. Though drastic measures are not taken, mild changes are incorporated for rebranding.
2. To provide a strong visual sense for the current identity.
Existing Logo
New Logo
REBRANDING:
Nikon uses an emotional appeal to approach its customers. Nikon speaks that pictures are worth memories and Nikon does best to capture them. Also to provide a common element to the previous visual identities, the concept of rays are adopted. The rays and eye will be taken to design the identity. The rays will symbolise positivity and advancement while the eye will represent the primary focus of the brand to deliver excellent performance. Also eye will represent the initial stages of Nikon where they produced lenses.
LOGO:
The logo consists of two parts- Logo and Logotype. The yellow and black symbolise the rays that are directed from either of the sides to form an abstract imagery of an eye. It represents how the rays reflected from the brand will form the vision of the eye that their customers will see through them.
COLOUR PALETTE:
The colour palette is being maintained to yellow which is very iconic to the brand. Also two other colours are being added: Grey and Brown- Green. To avoid the opacity fill, solid colours are being used for being print friendly. Also the colours will make the logo ecofriendly for using less of ink during the print.
LOGO TYPE:
Nikon logotype is being retained as it is very succesfull in delivering the identity of the brand recall value. The logotype is using the typeface Myriad Pro in bold italic using black colour. It is being followed by the tagline, “Image at heart view” in Myriad Pro Italic, grey colour. A small customisation, in the dot of the ‘i’ is made to suit the Nikon logotype.
Logo Space Requirements
Logo Variations
Collaterals- Letterhead, Business Card, Envelope
Carry Bag
For the purpose of designing the space, a camera store in Bangalore is as reference to design the wall display units and fixtures.
The signage display is to mainly help the customers to navigate to various products in the store. The 'I AM' campaign of Nikon is mainly used to match the visual identity.
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