Canon: Identity Design
Canon has come a long way since their founding in 1934 by Goro Yoshida. Through the years, Canon has become well known as a company that manufactures fine, high quality cameras and electronics.
The company was originally named Kwanon by Yoshida after the Buddhist bodhisattva Guan Yin, known in Japanese as Kannon, who is traditionally a symbol of compassion. In 1947 the company name was changed to Canon.
Since that time, Canon has adopted many humanitarian efforts to its mission, most notably its corporate philosophy of “Kyosei”.
“All people, regardless of race, religion or culture, harmoniously living and working together into the future."
Unfortunately, the presence of imbalances in the world in such areas as trade, income levels and the environment hinders the achievement of kyosei.
Through corporate activities based on kyosei, Canon strives to resolve imbalances in the world. Truly global companies must foster good relations, not only with their customers and the communities in which they operate, but also with nations and the environment. They must also bear the responsibility for the impact of their activities on society.
For this reason, Canon’s goal is to contribute to global prosperity and the well-being of mankind, which will lead to continuing growth and bring the world closer to achieving kyosei.
This 2012 re-branding takes into consideration Canon’s historical namesakes, as well as their humanitarian efforts over the years. It also creates a good distinction within the market for Canon, from their competitor Nikon, another maker of high quality cameras.
What can photography do for the world?
The fact that Canon, a well meaning company that practices the philosophy of “Kyosei” is no mere coincidence. A camera is both a giver and receiver of light, and is always present at the most memorable moments of our lives.
Our most precious moments such as birthdays, graduations, vacations, reunions are all accompa- nied with pictures, and snapshots.
Because of all this, Canon is not just a company that makes cameras. Canon is a company that seeks to bring people together with photography.