Brand Evolution – Canon

2. Canon

In 1934, Precision Optical Instruments set out to produce the best cameras in the world. Through their trial of manufacturing the name Kwanon was adopted after the Buddhist Goddess of mercy. The company had always wanted a global perspective and enlisted the help of a specialised advertising designer to simplify their logo featuring the Goddess with a scope to use a typeface never before seen in Europe or North America. The intention was to enter the market with a seemingly exotic product, encouraging the consumer to buy into something new and exciting.

With this logo trademarked in 1935 and slight name change to the now recognised Canon, the typeface was and is the basis for the brand. The company strived to make the logo as simplistic and memorable as possible and the development of the bolder lettering saw the logo we still recognise today debuted in 1956. The only noticeable change would be the use of the red logo which perhaps represents the development of technology through colour processes and digital technology, or could perhaps be a nod to the original processes of developing black and white photography in the red glow of a darkroom.

Canon is a brand that has held a clear identity for over 50 years and in 2010 assumed 44.5% of the DSLR Global Market Share.

Coming tomorrow….. Brand Evolution – Pepsi

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