Nikon

Identity

A redesign of Nikon’s visual identity that reinforces their reputation as a leader in creating precise optical technology that allow professionals and creatives to capture the world around them.

Process

Defined key brand attributes and explored their formal visual representations by sketching with procreate. Then, distilled these formal qualities into a new logotype and graphic system.

Recognition

ArtCenter Gallery

Logo

The logotype is made up of strong verticals and angular forms to evoke a sense of mechanical precision and stability.

The new Nikon logo can extend by widening in a way that is reminiscent of a telescopic camera lens extending and zooming in or out.

Social

On social media the identity lives closely with photography to showcase what their products can do.

Posters

On posters and advertisements, the identity live with the products and reinforce the idea of mechanical precision through the logo and monospace font choices.

Environmental

Whether on a small camera strap or blown up on signage, the logo is distinct enough to stand out.

Interactive Tabletop Display

This tabletop interactive display utilizes the new identity to create an educational experience that could live in the Nikon Museum or select retail spaces where individuals can interact with acrylic lenses to learn about different focal lengths and camera lens types.

Before and After

Before

After

Inspiration

Nikon has a deep history of being a leader in optical technology and began developing equipment like microscopes and telescopes long before cameras. Their developments have extended the capabilities of the human eye by allowing us to see closer and further than we could before.

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