Canon USA Highlights Creative Collaboration With “See Impossible”

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Canon U.S.A. today released a new branding campaign — “Canon See Impossible” — in a bid to inspire customers to see differently with Canon products.

As part of the companywide marketing initiative, the iconic brand is rolling out a new logo visual that incorporates the new “Canon See Impossible” tagline, accompanied by a 3-D visual of an expanding box, symbolizing (according to a press release) “the company’s desire to break the boundaries of what is possible and shift the focus from Canon as being solely a manufacturer of quality digital imaging products to a Company that empowers the creative spirit within its people and customers.”[more]

Developed in partnership with GREY New York, the new branding includes a visual identity where the light within the borderless box represents Canon’s commitment to “building new collaboration paths with both consumers and commercial clients to constantly innovate and to challenge convention. As the next chapter in the Company’s long history unfolds, Canon is working to listen, adapt, and build a prescient understanding of the changing market forces it faces today and the opportunities they present.”

“As a technology-based brand, Canon is constantly challenged to empower its customers in today’s high-tech and fast-paced world in which new apps and innovations are launching every single day,” said Joe Adachi, Chairman and CEO of Canon U.S.A.

“With imagination and customer focus at the core of the Canon business model, ‘Canon See Impossible’ will highlight the combined technological innovation and human ingenuity that makes the impossible possible. Our new rallying cry will extract creative thinking from a place of isolation, encourage exploration of the unknown, and showcase our creativity as it impacts the real world with limitless possibilities.”

Elements of “Canon See Impossible” will be launched in print, digital media, and live events and will run on various video media platforms during the fourth quarter of 2014, extending into 2015 and beyond as part of a multi-year effort by the brand.

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