Visual Identity Guidelines 2021

VISUAL IDENTITY GUIDELINES
v1.1 April 2021

Contents
1. Our brand 2. Visual Identity 3. For Creators
1.0 Introduction to the brand 2 2.0 Mandatory VI Requirements 3.0 Tailored for Creators 112
Our visual identity3 Canon logo 10 Lock-up 41 Iconography 69 Templates 113 Best Practise 141
Tailored for creators 8 Master logo 11 Overview 42 Introduction 70 Use these first! 114 Do’s and Dont’s 142
Logo variants 12 Logo and colour 43 Application 71 Print 115 48 Sheet B2B Ad 143
Legibility & placement 13 Digital banners 44 Group Companies 72 Digital 116 D48 Sheet 144
Sizing 14 Static banners 45 Introduction 73 Video 117 D6 Sheet 145
Corporate application 15 Animated banners 46 Canon company logo 74 Colour presets 118 6 Sheet product Ad 146
Event application 16 In motion 47 Minimum Size 75 Iconography 119 Single page A4 Ad 147
Buildings 17 Social banners 48 Variants & usage 76 Export options 120 Email promotions 148
Vertical Signboards 18 Endline translations 49 Endorser sizing 77 Grid Systems 121 Email newsletter 149
Curved assets 19 Endline exceptions 50 Logo position & sizing 78 Print 122 Digital banners 150
Dont's 20 Co-branding - Retail 51 Logo placement 79 Digital banners 123 Portrait + Square 151
Tone of Voice 21 Imagery 52 Online application 80 Websites 124 Landscape banners 152
Summary 22 Overview 53 Environmental 81 Email marketing 125 Typographic lead 153
Colour 23 Examples 54 Sub-brands & logo 82 Keyline 126 Product lead 154
Primary palette 24 Ambassador imagery 55 Packaging application 83 Print 127 Balancing elements 155
Secondary palette 25 Brand images 56 Do's 84 Digital banners 128 Contact 156
Colour combinations 26 Dont’s 57 Sponsorships 85 Keyline links 129
Use of red 27 Summary 58 Introduction 86 Motion 130
Colour application 28 Motion 59 Composite marks 87 Dont’s 132
Dont’s 29 Brand personality 60 Composite application 94 Lock-up 133
Typography 30 Supers and banners 61 Endorsement mark 95 Pre-made templates 134
Fonts 31 Animation spacing 62 Endorse application 96 Bespoke creation 135
Headlines 32 End-frame variations 63 Marketing Initiatives 98 Exclusion zone 136
Headline Emphasis 33 Roundels 64 Retail Guidance 99 Extreme formats 137
Motion 34 Introduction 65 Canon Academy 105 Import to InDesign 138
Type over imagery 35 Usage 66 Horizontal logo 106 Import to Photoshop 139
Headlines on colour 36 Principles 67 Stacked logo 107 Import to Illustrator 140
Long form copy 37 Dont’s 68 Horizontal versions 108
Email marketing 38 Stacked versions 109
In Application 39 Internal initiatives 110
Dont's 40 Creative & Content
Approvals 111
VISUAL IDENTITY GUIDELINES v1.1 2021 1

Introduction
When delivering the Canon brand through mediums such

as print, digital or web, it's important to realise that our
visual identity is an expression of our core values which
consumers identify with on a day to day basis.
Anyone viewing collateral produced by Canon must also

identify a high level of consistency and professionalism.
Only with these in mind can we create a coherant and
consistent brand experience for everyone.
Our guidelines listed within this document are specifically

tailored for those that create assets for our brand. We
will cover key areas of our visual identity including
expressive detail that enable you to produce rich and
creative assets.
Image © Javier Cortes

Our Visual Identity - Brand Model
At Canon, we not only build our reputation solely on

our products or services but also on the image that
we convey in our communications.
Our visual identity has a couple of essential functions:

Kyosei &
• It helps keep our communications recognisable: Corporate San-Ji Spirit
Philosophy The value that guides us (3 selfs)
by being simple, clear, and consistent
& Values
• It helps portray our brand personality
Enriching lives and
• It makes us stand out from our competitors businesses through
Corporate imaging experiences
The idea that drives us
Vision
With proper implementation of our visual identity, it
can help by providing the following benefits:
Imaging to Transform our World
• Awareness: as our visual identity becomes more Why we exist
Our Purpose
consistent and recognisable as Canon this helps
increase awareness of Canon
Visionary, Innovative, Bold
• Perception: helps shapes our customers
How we express
Character/
perceptions of who we are
Personality
• A bond: Projects the expectations and promises Consumer Pro Business Medical Internal
we extend to our customers in terms of quality,
service, reliability, and trustworthiness
Who we serve
Audience
• Trust: Creates trust and loyalty from those we do
business with See the Living and
Our customer Live for Power to Made working together
Bigger
the Story for Life
• Profitability: Can positively influence purchasing Campaign proposition Picture print for the common
good
decisions, directly impacting our profitability platforms
Therefore, we have strict guidelines around the
various aspects of our Visual Identity.

Our Visual Identity
Imaging to transform our world. Overview:
At Canon, we are pioneers, constantly redefining

the world of imaging for the greater good. Logo Logo lock-up Typography Keyline
Through our technology and our spirit of
innovation, we push the bounds of what is
possible to see. Because when we can see our Doluptate nim facearum
world, we can transform it for the better. - Ecea dipicme volupti

atecearum aut quae
nonet ventint arum
- Yquo volor ma qui dis
quatemquae dolore
How we do it: - Naliberu mquodios
temporessint
• We create technology so powerful it can - Uvid ut et quoditat.

Officiate atem.
capture a far away galaxy and transform
our understanding of our planet
Colour Imagery
• We build medical equipment that helps
doctors better care for their patients
• We design imaging solutions for business

that help drive efficiency and growth
• We develop surveillance technologies so

what is most important to us is protected.
• We enable people to capture their world

Tailored for creators
There will be a greater emphasis towards those who

create assets for our brand throughout these guidelines.
We aim to deliver a consistent brand experience across

varied mediums and we can only achieve this through
diligent best practise and correct implementation of our
visual identity.
Some of the more popular programs will be focused on

such as Photoshop, Illustrator and InDesign, with
meaningful sections around video and motion also.
Overall we want to help increase efficiency and
consistency across the board.

MANDATORY
VISUAL IDENTITY REQUIREMENTS
Image © Martin Bissig

CANON LOGO
OUR MASTER LOGO, OUR IDENTITY
Image © Ulla Lohman

Logo:
Master
This is probably the most used asset across all of your 1. Minimum exclusion zone
design work. This is not to be tampered with and the
minimum sizes must be adhered to.
(X/10) (X/10)
Our logo should always be prominent and legible.
The exclusion zone exists to prevent other elements from

being placed too close to the logo.
1. Minimum exclusion zone (X/10) (X/10)
This minimum exclusion zone is equal to 10% of the total

width of the logo. Whenever possible leave more space than
the minimum permitted.
2. Minimum size
For print, the minimum recommended size of the logo is

15mm wide. Online, the minimum recommended size of the
2. Minimum size
logo is 70 pixels wide.
DOWNLOAD 15mm/70px)

Logo:
Variants
Our logo is available in Canon Red, white and black.

1.
1. Canon Red logo
Our default. Use this colour version wherever possible,

on a clean white background.
2. Canon white logo
Use the white version if the red logo is not legible

(typically over dark backgrounds).
3. Canon black logo
Use the black version if the red logo is not legible

(typically over light backgrounds). Our black logo is 2. 3.
also used when fullcolour reproduction is not possible.
Please take a look at page 13 to make sure you use the

correct version of the logo.

Logo:
Legibility & Placement
The Canon logo may appear in red on white in the first

instance. When this is not possible, red logo on grey or
1. Our only variants for the master logo 2. Updated Logo Matrix
black can be applied.
There is no option for a white logo on a “Canon red”

background. The logo is to be used in red, black or
white on white, black or grey backgrounds only. The
only exception is that white and black logo is allowed
on a red background in a retail context.
The secondary and tertiary colour palette still remain as

part of our guidelines but not for placing the Canon
logo on.
Please also keep in mind, our logo is to never be

overlayed on top of an image.

Logo:
Sizing
Draw a diagonal line on the page. 12.5% of

the length of this line is ‘X’
The logo width is X.
All subsequent measurements for layouts

are based around the size
of the logo.
For example:
The margin is 25% X.
The gutter is 10% X.
Most layouts use an eight

column grid.
This formula can be used for any format or

orientation, including landscape.

Logo:
Corporate Applications
When creating corporate assets for Canon, you must only Canon Red & white base Variable base, tri-coloured logos
use the Canon logo in red on a white or black background.
There are no exceptions to this rule, in any circumstances. Symbol indicates entire corporate group or individual Mark identifying origin and distinguishing from other
This includes using the Canon Red logo on Black. The group companies companies
Canon white logo is allowed only for retail application
when used with a red background.
Please do not use secondary or tertiary colours when

putting together retail assets. Please use the red, white or
black logo used on a variable coloured background.
Corporate application: Trademark application:
• Building branding: external, internal • Packaging

• Stationery: Letter heads, business cards • Marketing collateral
• Main websites • Sub websites
• Events • In-store, retail
• Merchandise and promotional items
(e.g. notebooks and pens)

Logo:
Event Application
Here are a few examples of correct event applications

for our master brand logo.
Please always use Canon Red when it comes to any

type of event related assets.
Please refer to the experiential guidelines for more

information

Logo:
Buildings
When you are planning to install the Canon logo to

the building, if you have any questions, please
contact EMEA Brand Management.
Contact the department below regarding any

unclear points concerning display of the Canon logo
on a building.
When making an inquiry, please attach a diagram or

design proposal that depicts the display in question
to enable a quicker and more specific response.
EMEA Brand Management We cannot change the building material (brick colour). The corporate
mark in red, in this example would have poor contrast.
bmc.emea@canon-europe.com

Logo:
Vertical signboards
When it is necessary to display the Canon logo

vertically, the “C” side of the logo must be placed at the
top.
However, in the case of a vertical signboard installed on

a building, place priority on orienting the baseline of the
Canon logo toward the building. This may result in

placing the “C” at the bottom.

Logo:
Curved assets
In order to display and reproduce the defined shape of

the Canon logo accurately and faithfully, the logo
display surface should always be a flat surface or a
surface with a curvature that can be considered a flat
surface.
Displays on fabrics, such as flags or banners, or on

materials with similar flexibility are displays made by
embossing or hot stamping the logo are considered to
be flat surfaces. When Canon Logo’s length alongside
the circumferential direction is less than the radius
of curvature, the displays are considered to be displays
on flat surfaces.
Please never use the logo on any type of surface which

is not flat or uneven as this can cause a deformation
with the logo. Please also display the logo on a
continuous surface so the lettering does not warp.

Logo:
Don’ts
The Canon logo is iconic, integral and sacred

to us.
Don’t change its colour, put it on its side,

stretch it, break it apart, add shadows or do
Don’t rotate the logo, except when creating Don’t use non-permitted colours Don’t add spacing to the logo Don’t alter the logo character sizing Don't use the logo on Canon Red (unless it is
anything else that will dilute its iconic status. vertical signboards within a merchandise context where this is ok)
Don’t outline the logo Don’t use our iconic logo to create new words Don’t use multiple logos on the same Don’t shear or italicise the logo Don't use the logo on surfaces where the logo
format except on media backgdrops will become warped or cause deformation to
appearance
Don’t use special effects Don’t alter the logo tracking Don’t place the logo over imagery

TONE OF VOICE
OUR TONE OF VOICE

Tone of voice:
Summary
WORDS ARE POWER

The power to change minds. Ideas. Perceptions.
Stoke imaginations, and even lives. They’re the
power to be remembered or forgotten. To be VISIONARY INNOVATIVE BOLD
chosen, or not chosen by our customers. To reach
deeper into the distance and see longer into the
future than any human eye or Canon lens. We use long-sighted language to The proof is in the products, so we Our writing is confident,
make you think, and look, again put them centre stage knowledgeable and hard to ignore
WE ALL SPEAK THE SAME
One voice for all Canon.
Printers, scanners, cinema cameras. Consumer,
Optimistic Let our technology talk Big energy
business, amateur and pro. We might flex it a bit,
based on who we’re talking to, or what we’re Paint pictures that draw people in Our intentions speak for themselves Fill it with pace and purpose
talking about, but it all starts from the same place.
IMAGING TO TRANSFORM OUR WORLD Say what you can't see Make it talk to everyone Play with people's expectations
We write with purpose. Our products and Tell stories that images can't Translate it for all audiences Unfollow the rules
technology transform how people see the
world, and what they feel they can do in it.
Our words are no different. They don’t just Keep it clear Be proud by humble Confidently casual
record progress, they push it forward.
There’s no point to a vision no Not too shy and not too showy Write more like you speak
VISIONARY. INNOVATIVE. BOLD one else can share

These three words define our voice. Just
like they define how we behave in every other
part of our brand.
DOWNLOAD GUIDELINES

COLOUR
OUR MASTER COLOUR PALETTE

Colour:
Primary Palette
We are known as a red brand, however

communications are predominantly white.
We embrace white space giving our

imagery and copy chance to breathe, and
the maximum stand out for our red logo.
This background white space is known

as ‘the canvas’.
Please do not designate colours using Pantone

number 186c
When designating the Canon Red colour using

Pantone numbers, use the code or ink composition
values indicated on the colour swatch for Canon
Red.
Canon Red Black 100 Dark Grey Light Grey White

Pantone® Colour Data System C:0 M:0 Y:0 K:100 C:41 M:28 Y:22 K:70 C:7 M:3 Y:5 K:8 C:0 M:0 Y:0 K:0
QC # CAN002 R:0 G:0 B:0 R:74 G:78 B:82 R:226 G:228 B:228 R:255 G:255 B:255
HTML: 000000 HTML: 4A4E52 HTML: E2E4E4 HTML: FFFFFF
Ink Composition Values: L:0 A:0 B:0 L:32 A:-2 B:-4 L:91 A:-2 B:-1 L:100 A:0 B:0
PANTONE Rubine Red 56.25
PANTONE Orange 021 41.25
PANTONE Process Blue 2.50
C:0 M:100 Y:100 K:5

R:204 G:0 B:0
HTML: C8102E
L:45 A:51 B:28

Colour:
Secondary Palette
Tertiary Palette
Dark Teal Deep Aqua Aqua Deep Blue Slate Mist Sage Cactus
Coated Coated Coated Coated Coated Coated Coated Coated

Pantone® 2417 C Pantone® 7716 C Pantone® 7688 C Pantone® 2372 C Pantone® 645 C Pantone® 643 C Pantone® 2406 C Pantone® 5655 C
C:77 M:5 Y:73 K:2 C:81 M:0 Y:42 K:12 C:67 M:21 Y:3 K:0 C:95 M:95 Y:0 K:10 C:47 M:16 Y:3 K:14 C:9 M:0 Y:2 K:9 C:55 M:22 Y:53 K:2 C:20 M:4 Y:32 K:21
Uncoated Uncoated Uncoated Uncoated Uncoated Uncoated Uncoated Uncoated

Pantone® 2417 U Pantone® 7716 U Pantone® 7688 U Pantone® 2372 U Pantone® 645 U Pantone® 643 U Pantone® 2406 U Pantone® 5655 U
C:73 M:3 Y:69 K:2 C:73 M:0 Y:40 K:10 C:65 M:19 Y:2 K:0 C:88 M:90 Y:0 K:5 C:53 M:20 Y:4 K:14 C:13 M:0 Y:3 K:9 C:54 M:22 Y:54 K:0 C:20 M:4 Y:32 K:21
L:62 A:-50 B:19 L:56 A:-49 B:-6 L:63 A:-21 B:-33 L:21 A:24 B:-51 L:67 A:-9 B:-16 L:91 A:-5 B:2 L:66 A:-17 B:13 L:82 A:-7 B:16
R:32 G:173 B:133 R:0 G:152 B:154 R:17 G:154 B:212 R:37 G:50 B:138 R:125 G:161 B:196 R:198 G:214 B:227 R:129 G:158 B:135 R:176 G:189 B:176
HTML: 63AB86 HTML: 2E9597 HTML: 5698D0 HTML: 2D3687 HTML: 7DA1C4 HTML: C6D6E3 HTML: 819E87 HTML: B0BDB0
DESIGN TIP!
Yellow Orange Deep Orange Deep Lilac

Oyster Sand Take advantage of our colours by tinting
Coated Coated Coated Coated
to either 80% or 40% to match your
Pantone® 142 C Pantone® 130 C Pantone® 1595 C Pantone® 215 C
Coated Coated assets and give you more variety
Pantone® 7535 C Pantone® 7500 C
C:0 M:14 Y:82 K:0 C:0 M:37 Y:98 K:0 C:0 M:65 Y:92 K:0 C:8 M:98 Y:30 K:22
C:14 M:15 Y:27 K:23 C:9 M:9 Y:38 K:6
Uncoated Uncoated Uncoated Uncoated

Uncoated Uncoated
Pantone® 142 U Pantone® 130 U Pantone® 1595 U Pantone® 215 U
Pantone® 7535 U Pantone® 7500 U
80%
C:0 M:32 Y:84 K:0 C:0 M:39 Y:94 K:0 C:2 M:64 Y:94 K:10 C:10 M:100 Y:20 K:24
C:22 M:18 Y:28 K:3 C:9 M:9 Y:38 K:6
L:86 A:15 B:77 L:81 A:24 B:99 L:62 A:49 B:76 L:43 A:65 B:9
L:78 A:-1 B:17 L:92 A:-2 B:32
R:252 G:191 B:57 R:248 G:170 B:0 R:236 G:111 B:37 R:179 G:28 B:117 40%
R:183 G:176 B:156 R:223 G:209 B:167
HTML: EDBF49 HTML: E4A822 HTML: D06E23 HTML: 982171
HTML: B7B09C HTML: DFD1A7

Colour:
Combinations
This page demonstrates colours that go

together well when using multiple colours
within a communication.
We also include some bolder colour

combinations to be in line with our
brand purpose of striving for a
bolder expression.
Dark Teal Deep Aqua Aqua Deep Blue
Note: our primary palette should
always have a presence and works with
all colour sets.
Deep Orange Deep LIlac Yellow Orange Deep Orange
Slate Mist Sage Cactus Oyster Sand

Colour:
Use of red
The colour red is one of our most distinctive assets, it

should always have a presence on
all communications without overpowering
the overall design.
The example shown here takes advantage

of all opportunities to use red, with the exception of the
logo lock-up and keyline,
all are optional.
Key words in headlines
• Pull-out quotes SEE EVERY Ecea dipiciame

quae dolore Headline
Key word in red
•
MOVEMENT
Volupti atecearum aut
Image: Wanda Martin
Iconography
quae nonet ventint
arum velo.
Highlight box
•
TRUE SPEED.
Yquo volor ma qui dis
Bullet points Pull-quotes “Sed ut estem quatemquae dolore. Outline in red
suntore labo. Voluptatur sit quidelit
(can be red as no
• Page architecture
Words and quote Um as volluptione
plaudam qui cus
CANON EOS R6 —P
optatem rendant aut
escitis ellanis ma
nonecte mporpor keyline on page)
TRUE MIRRORLESS
marks in red Tur. Qui dis placeatur, optatem is maximi
•
im doloriost laut sequis dolori nate sum
Content or highlight boxes Headline voluptis quam,
sapicid erum, aut
fugit latis idus ut ea aut
voluptur. Quiatur moditat
—S
edio ipsae quis imporro
nimillupta bea Bullets
Key word in red dolesseque et
optae nestrum”
esequi bea nimillupta — Imporro bea siti aut Bullet points in red
enihilibus destiame init aluptaereiure nse non
eaquiam, endae rendae.
Et et fugit et autem Icons
quunt lab ideleces
dunt alibereptis illore
Keyline in red
doloreruptis ipsa que volor (white and black
aut eum fugitat iature pre
net quis ut molorumqui can also be used)
*atecearum aut quae nonet
doluptas accuptam, ium ventint arum
Canon lock-up que voluptate nemqui.
Logo and
keyline in red Live for the story_
Key words in black headline can One keyline per page – here the
be highlighted with either red in box highlights the Canon role,
primary comms or secondary so an extra keyline is
colours in secondary level comms. unnecessary.

Colour:
In Application
BRIEF
The official Canon Business monthly update

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THE SHOCK
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OF THE NEW
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spreads, and then only one use of colour pair per
layout.
THE REBOOTThe companies taking print forward
Unleash print
Our Primary Palette should However, once within a Canon

always be used on the first space, the tertiary palette can
instance where viewers interact start to be used.
with the brand.
When using tertiary colours, the
headlines are always in black.
Do not use tertiary colours to
highlight words.

Colour:
Don’ts X X X
Our colour palette is straight forward A SINGULARLY

JAPANESE
and easy to use, however there are
a few potential pitfalls.
AFFAIR
Don’t use multiple secondary colours in the Don’t use secondary colours on primary level Don’t tint the Canon Red
same format communications
X X X
Don’t use colours that are not in the existing Don’t create your own swatches, we have Don’t forget to convert all images to a CMYK
palette presets available for you profile when creating assets for print

TYPOGRAPHY
THE FONTS YOU SHOULD BE USING

Fonts:
Master Fonts
TUNGSTEN
1. Tungsten
Only use for main headlines
› Semibold only
1.
› Can be UPPERCASE, sentence case or lower case
› Leading set to 80% point size
› Solid leading (same as point size)
2. Gotham
Gotham
Sub-titles and body copy only
› Medium or Book
› Always sentence case
2.
› Tracking set to 0
› Body copy always black
3. Century Gothic
Use when Tungsten or Gotham
Century Gothic
aren’t available.
3.
› Bold or Regular
› Tracking set to 0
› Body copy always black
We do not govern the use of agencies using our fonts.

Any fonts needed for print or digital must be
purchased/lisenced by the agency themselves via
www.typography.com.

Typography:
Headlines
Headlines are set in an expressive and poetic typography
global
style.
Different sizes, exaggerated spacing or irregular arrangements

A SINGULARLY the
JAPANESE
create a headline style that is unique and has a more poetic,
storytelling approach to messaging.
We space and align the text to give emphasis and pace to

standard
AFFAIR
messaging.
• Headlines are either set in caps, or sentence case
• Headlines are always set in Tungsten Semi Bold
• Use dramatic word spacing (shown in ‘A singularly

Japanese affair’ example) sparingly and only use one
PRECISION X
PREPARATION
per headline
• Use no more than 5 character spaces between words

for emphasis on dramatic word spacing
• No more than two types sizes

should be used in any headline
• Smallest type size within the headline should be

approximately 50% of the larger type size.

Typography:
Headlines - Emphasis
A SINGULARLY global
Colour and scale can be used to highlight key words
within a headline.
the
JAPANESE
In order to draw attention to key words within a
headline, colour (red and secondary colours) and scale
standard
can be used to highlight words.
AFFAIR
Highlight the most important words
in the headline
• Highlights are of course optional – headlines can

be set in black, especially if they are placed on
PRECISION X
top of the tertiary palette
• Only highlight once in a headline – more than one
PREPARATION
word can be highlighted but the highlighted
words must sit together
• Only use one highlight colour per layout and

make sure it matches colours on
the rest of the layout e.g. use blue for
a brochure spread with a predominantly blue
image.

Typography:
Motion
A SINGULARLY global
Telling a story Poetically
the
In order to build an engaging narrative we pace our
JAPANESE
typography to build tension and add a human quality.
Like it is being told as a story.
• We do this through kinetic typography, bringing

standard
AFFAIR
on each word sequentially in a realistic tempo to
spoken word pacing
• The words should interact with each

other and feel like they behave as one sequence
• Kinetic type is another optional element to be

added to bespoke content.
PRECISION X
PREPARATION
It should be tailored to specific pieces
of content.

Typography:
Type over imagery
Using Type over imagery
We conform to the same rules as in

print,using white text over dark imagery/footage and
A SINGULARLY
black text over light imagery/footage.
JAPANESE
AFFAIR

Typography:
Headlines on colour
Secondary colours
When using Tungsten on coloured
backgrounds, it’s important to consider
contrast and readability. We only ever
PRECISION X PRECISION X PRECISION X PRECISION X PRECISION X PRECISION X PRECISION X 100%
use type in black or white against a PREPARATION PREPARATION PREPARATION PREPARATION PREPARATION PREPARATION PREPARATION
single colour.
Shown here are acceptable levels PRECISION X PRECISION X PRECISION X PRECISION X PRECISION X PRECISION X PRECISION X 80%
of contrast against each colour in
our palette and applicable tints.
PREPARATION PREPARATION PREPARATION PREPARATION PREPARATION PREPARATION PREPARATION
Primary colours PRECISION X PRECISION X PRECISION X PRECISION X PRECISION X PRECISION X PRECISION X 20%
PRECISION X
PREPARATION
Tertiary colours
PRECISION X PRECISION X PRECISION X PRECISION X PRECISION X PRECISION X PRECISION X


Typography:
Long form copy
The Tokyo Keirin Academy, is a singularly

Japanese affair. Rather than working their
way up from amateur races and picking
up sponsors, racers have to “train at the
academy for a year before entering the
lower league… they take a national exam
to get in and attendees can include ex-
Long form copy should be treated with great firemen, office workers and all sorts,
it’s seen as a way to earn good money
that is achievable with hard work and
consideration to ensure optimum legibility. Columns of some guts.
x
text should contain about five to seven words per line.
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volent ilisqui nis dolupit, et et verit fugiatquam vitio
The Tokyo Keirin Academy, is a singularly quia quias et od et eosa voluptatur, ut voluptatiaes
aut faceati nobitin consequi aliquo tecum, cuptaepre
Japanese affair. Rather than working their way core ex et rehenimenis exerisitisto iumquam sum fugit
voluptatur repta quiatem sit, nem con parum nus
up from amateur races and picking up sponsors,
Print voluptat repedit, suntiosam que cusapis iducient quas
voluptur. Enis et imil.
racers have to “train at the academy for a year
Body copy should be set between 8pt and 10pt, with before entering the lower league… they take a
national exam to get in and attendees can include
leading set at roughly 120% of the type size. In certain ex-firemen, office workers and all sorts, it’s seen
circumstances, such as designing for those with visual as a way to earn good money that is achievable
with hard work and some guts.
impairments, a larger point size may be used.
x
Dolupis simodis cimporrum a ipiet experum voles
Oreptata tibere, ium eum qui audanti invent ea ariae omnis et parchic atureperi
audaercitae pro ommoluptus as dolorio ea prestot
dipsam nosa quo volent ilisqui nis dolupit, odigentium fuga. Neque volorep ellorro
Digital et et verit fugiatquam vitio quia quias quistin recus, sinctem quia sum ut ium
et od et eosa voluptatur, ut voluptatiaes delit millace raepernatia vel escitio. Itate x
aut faceati nobitin consequi aliquo vel enis aut qui cus.
Body copy should be set at around 16px. Leading tecum, cuptaepre core ex et rehenimenis
exerisitisto iumquam sum fugit voluptatur Natem faccaborro qui consequ atempelis
should be set slightly wider than in print, at roughly repta quiatem sit, nem con parum nus inus quis voluptatur sae es ut elessit la The Tokyo Keirin Academy, is a
voluptat repedit, suntiosam que cusapis eseneseniet esciisq uiaecti ullaborio. singularly Japanese affair. Rather than
iducient quas voluptur. Enis et imil. Adicia dolupti osapedi tionseq uatur. working their way up from amateur
140% of the type size. If possible, text should be Quia doloreiuntem fuga. Lecepe liquati races and picking up sponsors, racers
have to “train at the academy for
Dolupis simodis cimporrum a ipiet aspeles simaios etus derfero te samus a year before entering the lower
regularly broken up with imagery. experum voles audaercitae pro auda doluptasi re volupitatius nectasi league… they take a national exam to
ommoluptus as dolorio ea prestot mporum quideles essunt quatiaepuda get in and attendees can include ex-
atemolestis exeri bero quiae corem quid quam facculp. firemen, office workers and all sorts,
it’s seen as a way to earn good money
erupti debit, nonsequ iberrovidias sit qui
that is achievable with hard work and
sim nonsed que nia qui dis consedit as est Faceat idusanto idebit odi aut fugiat some guts.
Exclusion zone eicient oriatur alicient id molore, et dio audigent rectorr orerae. Et reperferfero
min reiuntis voluptas et prem consequatet maiorum esenem sus quis dissentem nobis Oreptata tibere, ium eum qui audanti
Body copy should be given plenty of room to breathe. ea que quos doluptatio corem quid quia
accatias et et verro officiet vel imin repe
delecus, eum il int et optatisit, sequibus.
Ugiae net expliquae. Simi, quae atur,
dipsam nosa quo volent ilisqui nis dolupit,
et et verit fugiatquam vitio quia quias
et od et eosa voluptatur, ut voluptatiaes
lacipissusam eum verianienis quibusci soluptat rerenim incidip santis doluptatur
An exclusion zone equal to the width of the gutter illigni enimper spisitatecta comnimo
aut faceati nobitin consequi aliquo
tecum, cuptaepre core ex et rehenimenis
lorenih itiam, aperfer feratate volorem exerisitisto iumquam sum fugit voluptatur
repta quiatem sit, nem con parum nus
applies to all body copy. el ilignis magnis proremo loreribusti
nonsequi utempel laccaep erorum arum
voluptat repedit, suntiosam que cusapis
iducient quas voluptur. Enis et imil.
Dolupis simodis cimporrum a ipiet experum

voles audaercitae pro ommoluptus as
x dolorio ea prestot atemolestis exeri bero
quiae corem quid erupti debit, nonsequ
iberrovidias sit qui sim nonsed que nia
qui dis consedit as est eicient oriatur
alicient id molore, et dio min reiuntis
voluptas et prem consequatet ea que quos
doluptatio corem quid quia accatias et et

Typography:
Email marketing
Example 1 using Century Gothic Bold Example 2 using Tungsten Semibold
Unsubscribe Unsubscribe
Because of online restrictions our

system font, Century Gothic should
be used for email marketing (when font
hosting isn’t available).
We want the written content of these

communications to be live text as much
as possible so our message gets through.
We don’t embed text into images.
Century Gothic should be treated as much Headline
THE FUTURE IS THE FUTURE

Tungsten Semibold
as possible to resemble our standard Headline All-caps
Century Gothic Bold
NOW
communications, with headlines set in All-caps
all-caps and body copy set in regular.
In a best case scenario, where our brand

Lead
Century Gothic Bold
Nes ation ex ex elitiunt la doles as
diandita que nis voluptatem siti. Lead
IS NOW
Ation ex ex elitiunt la doles as diandita Gotham Medium Nes ation ex ex elitiunt la doles as
fonts can be hosted for email marketing, Benefit que nis voluptatem siti. diandita que nis voluptatem siti.
Century Gothic Regular More details at www.canon.co.uk Benefit Ation ex ex elitiunt la doles as diandita
Tungsten and Gotham should be used in Gotham Book
que nis voluptatem siti.
More details at www.canon.co.uk
place of Century Gothic.
Terms and conditions
Mos volo dolorrumquod quosae volor sus aut molorrum ratur. Ovid qui quidus
aut qui offictam vitaeristem si ulpa con conseque dolectur as eribus abo. Terms and conditions
Harum repeles conse eat. Acestemp ellorep elestis derum eossuntiis int. Mos volo dolorrumquod quosae volor sus aut molorrum ratur. Ovid qui quidus
aut qui offictam vitaeristem si ulpa con conseque dolectur as eribus abo.
Harum repeles conse eat. Acestemp ellorep elestis derum eossuntiis int.
Service promotion
Service promotion

Typography:
In application A land of twenty-thousand-foot peaks
and endless rivers cut through bottomless
gorges, of jagged glaciers and cold
mountain lakes. A fly fisherman’s paradise.
Or so we thought.
We are building equity in Tungsten

as our headline font. To ensure we are doing this as
effectively as possible always use it boldly in
GONE
application.
FISHIN’
Consimperes ponos, vir aurox
mor pectod rei ca Si pratil con
dertillabem imaximus ommo tus
fauciis quost? quam fue egit, dit,
peritalinam vem ses iacitampli im
An te iam tem inc re te novid
poendi serius adhum publicaequi
publi ficaediu condiur idienatra
condius perorum, que ad
consimperes ponos, vir aurox mor
eo intractum in senam. pectod rei ca Si pratil con
Alientem atra re tas huitem dertillabem imaximus ommo tus
oculocc iordium di silicips, ta fauciis quost? quam fue egit, dit,
vastrum ta num vividie ntistrum, peritalinam vem ses iacitampli im
se mili inprorte vivir pondine eo intractum in senam.
simus patiliquitia. Alientem atra re tas huitem
Natius, quam vium hoc ocurbitius, oculocc iordium di silicips, ta
omnitiquium merfectum Romnit vastrum ta num vividie ntistrum,
L. Vivas norus Catiumei fui tem se mili inprorte vivir pondine
atum es nos is, post? Licaet rei simus ficaediu condiur.
peri consupio, quos si patiliquitia Natius, quam vium hoc ocurbitius,
pl. Ad cut consum ines ventra et omnitiquium merfectum Romnit
inum auc vit. Etrum noximis hac L. Vivas norus Catiumei fui tem
resullabut antrare cae, faudacrem atum es nos is, post? Licaet rei
culegil horatis acerideatusa peri consupio, quos si patiliquitia.
15
Gotham is used for all functional

text, and never challenges Tungsten
for dominance on the layout, either
in print or digital.

GONE
Typography:
Don’ts
FISHIN’
Oreptata tibere, ium consedit as est eicient quis voluptatur sae es
eum qui audanti dipsam oriatur alicient id molore, ut elessit la eseneseniet
nosa quo volent ilisqui et dio min reiuntis voluptas esciisq uiaecti ullaborio.
OSAKA
OSAKA OSAKA Osaka
nis dolupit, et et verit et prem consequatet Adicia dolupti osapedi
fugiatquam vitio quia quias ea que quos doluptatio tionseq uatur. Quia
et od et eosa voluptatur, corem quid quia accatias doloreiuntem fuga. Lecepe
ut voluptatiaes aut faceati et et verro officiet vel liquati aspeles simaios etus
nobitin consequi aliquo imin repe lacipissusam derfero te samus auda
VELO
tecum, cuptaepre core ex eum verianienis quibusci doluptasi re volupitatius
et rehenimenis exerisitisto illigni enimper spisitatecta nectasi mporum quideles
VELO VELO Velo

iumquam sum fugit comnimo lorenih itiam, essunt quatiaepuda quam
voluptatur repta quiatem aperfer feratate volorem facculp.
sit, nem con parum nus el ilignis magnis proremo
voluptat repedit, suntiosam loreribusti nonsequi Faceat idusanto idebit odi
que cusapis iducient quas utempel laccaep erorum aut fugiat audigent rectorr
voluptur. Enis et imil. arum invent ea ariae orerae. Et reperferfero
omnis et parchic atureperi maiorum esenem sus quis
Dolupis simodis odigentium fuga. Neque dissentem nobis delecus,
cimporrum a ipiet experum volorep ellorro quistin eum il int et optatisit,
voles audaercitae pro recus, sinctem quia sequibus.Ugiae net
ommoluptus as dolorio sum ut ium delit millace expliquae. Simi, quae atur,
ea prestot atemolestis raepernatia vel escitio. Itate soluptat rerenim incidip
exeri bero quiae corem vel enis aut qui cus. santis doluptatur
quid erupti debit, nonsequ
iberrovidias sit qui sim Natem faccaborro qui
nonsed que nia qui dis consequ atempelis inus
Live for the story_ Live for the story_ Live for the story_ Live for the story_
Don’t set body copy in very thin columns Don’t use any other weights than those stated. Don’t use Gotham for headlines, or Tungsten Don’t use Tungsten in sentence or title case.
for body copy.
GONE
FISHIN’
Oreptata tibere, ium eum qui audanti parchic atureperi odigentium fuga. Neque
dipsam nosa quo volent ilisqui nis dolupit, volorep ellorro quistin recus, sinctem quia
et et verit fugiatquam vitio quia quias sum ut ium delit millace raepernatia vel
OSAKA
et od et eosa voluptatur, ut voluptatiaes escitio. Itate vel enis aut qui cus.
aut faceati nobitin consequi aliquo
A SINGULARLY A SINGULARLY
tecum, cuptaepre core ex et rehenimenis Natem faccaborro qui consequ atempelis
exerisitisto iumquam sum fugit voluptatur inus quis voluptatur sae es ut elessit la
repta quiatem sit, nem con parum nus eseneseniet esciisq uiaecti ullaborio.
A SINGULARLY
JAPANESE JAPANESE JAPANESE

voluptat repedit, suntiosam que cusapis Adicia dolupti osapedi tionseq uatur. Quia
iducient quas voluptur. Enis et imil. doloreiuntem fuga. Lecepe liquati aspeles
VELO
simaios etus derfero te samus auda
Dolupis simodis cimporrum a ipiet experum doluptasi re volupitatius nectasi mporum
voles audaercitae pro ommoluptus as quideles essunt quatiaepuda quam facculp.
dolorio ea prestot atemolestis exeri bero
AFFAIR AFFAIR AFFAIR

quiae corem quid erupti debit, nonsequ Faceat idusanto idebit odi aut fugiat
iberrovidias sit qui sim nonsed que nia audigent rectorr orerae. Et reperferfero
qui dis consedit as est eicient oriatur maiorum esenem sus quis dissentem nobis
alicient id molore, et dio min reiuntis delecus, eum il int et optatisit, sequibus.
voluptas et prem consequatet ea que quos Ugiae net expliquae. Simi, quae atur,
doluptatio corem quid quia accatias et et soluptat rerenim incidip santis doluptatur
verro officiet vel imin repe lacipissusam
eum verianienis quibusci illigni enimper
spisitatecta comnimo lorenih itiam, aperfer
feratate volorem el ilignis magnis proremo
loreribusti nonsequi utempel laccaep
erorum arum invent ea ariae omnis et
Live for the story_ Live for the story_ Live for the story_ Live for the story_
Don’t justify body copy Don’t space words too far apart. Don’t scale smaller copy in headlines too far. Don’t use more than one colour highlight
in a headline.

LOCK-UP
OUR VISUAL IDENTITY LOCK-UP

Lock-up:
Overview
Principles
In most communications the Canon logo 1.

3.
will appear in a lock-up with an endline
and the red keyline – this should be the
default expression of the Canon brand (1).
Occasionally the logo will appear without

an endline – with or without keyline
depending on its position on the page (2).
Campaign Endline
The lock-up is not supplied as a fixed
asset but should be constructed following
the rules.
The keyline is always red and the line

width is a set proportional value but the
keyline can stretch anywhere across the 2.
width of the document (3).
This lock-up applies to print, digital

and film.
DOWNLOAD

Lock-up:
Logo and colour
1. 2.
1. Colour lock-up
The default version of the lock-up is the colour version
and should be used wherever possible.
The Canon logo sits at the bottom of the

communication above a red keyline. The keyline and
logo act as a footer at the bottom of the page. Below
the keyline is the endline, which is always set in Gotham
Medium, sentence case and black in colour.
hese three elements are locked together and scaled as

T
one unit. The Canon logo and endline can move left or
right on a horizontal axis. The logo and endline usually
range off headlines or body copy.
2. Mono lock-up
In rare cases mono versions will
be required, they can be created in both white and
black. The rules and applications for these lock-ups are
the same as the full colour version.
con sect etur adpiscing
aesent vel effic.

Lock-up:
Digital Banners
Due to the restricted size of digital banners, we

apply slightly different principles to the sizing of
the Canon logo and lock-up to ensure the
endline is legible. 70px
See the bigger picture

In most instances the logo is sized according to
the proportions of the page in which it sits, but
for digital banners we aim to present the logo See the bigger picture
at a consistent size of 70 pixels high across all
formats.
Any smaller than this and the Canon logo should

appear standalone.
The principles of the Canon Grid should be

applied to measure margins, picture margins
and gutters
DOWNLOAD HANDBOOK

Lock-up:
Digital Banners - Static
The logo lock-up is always aligned to the

grid and is allowed to sit on the bottom
left or bottom right.
For formats where the height is limited, such as

leaderboard, the lock-up can sit to the right
of the content.

Lock-up:
Digital Banners - Animated
For animated banners, the lock-up

should appear at the end of the loop
and treated as an endframe. It should
be positioned in the centre of the frame.
The exception to this is animated banners with

very short timelines e.g. 6 second bumpers,
where the logo lock-up can
be visible throughout.
For very small formats, the endline can appear

on an additional final frame, following the
standalone logo.

Lock-up:
Lock-up in motion
The logo and lock-up is also available as

a motion asset for use on end-frames etc.
The example shown here – ‘Live for

the story_’ includes a flashing cursor
(to show that the story is never finished). This is
specific to this campaign only.
Please adhere to conventional clear space

guidance for on-screen.
Visual to follow – hyperlink to example

Lock-up:
Social Banners
Below are some templates of various social

banners used across the business. These have
been tested multiple times so please stick to the
layout and avoid changing any of the fonts and
sizes.
Various landscape sizes Instagram Story Instagram Grid
DOWNLOAD

Lock-up: 1.
Endline Translations
Campaign Endline
The endline can be translated for certain
languages – the permitted translations are:
• French
• Russian
The lock-up should only ever feature the endline

in English or the languages above and should 2.
appear with an asterisk (1). The asterisk should
correspond to a translated version of the endline
which sits under the keyline, 50% of the size of
the endline point size and aligned vertically by
baseline (2).
*Eces volut illorum
Campaign Endline*
Digital banners
For digital banners, the smaller sizing

of the translation would not be legible.
The translation appears at the bottom
of the screen, set the same point size
as the endline in the lock-up.
See the bigger picture*
*Voir I’image plus grande

Lock-up:
Product Logos
This folowing two pages give a light overview

on product logo inclusion and third
party branding.
Product logos should sit below the

body copy, so it clearly links to the product.
INTRODUCING
EOS M6Never miss a story.
An EOS that can go
with you anywhere,
so you’ll always be
ready for spontaneous
stories on the streets.
Live for the story

Lock-up:
Co-Branding
Third party or technology logos always sit at the

bottom of the page, horizontally base-aligned to
the Canon logo, and vertically aligned either to the
right or left of the keyline.
Third party logos should always be at least 20%

smaller than the Canon logo. Third party logos (X)
should respect the lock-up exclusion zone (X/10) (X/10)

guidance.
Suppliers
Live for the story
When working with specific channels/third-party (X/10) (X/10)
suppliers create Canon co-branded assets on our

behalf, it’s important to know that Canon will not
require the third-party supplier to re-brand their
assets.
This means their branding remains in tact but our

Canon logo must be implemented correctly on the
creative as per guidelines.
If the supplier is happy to re-brand the creative

EOS M6 Never miss a story.
An EOS that can go
with you anywhere,
so you’ll always be
ready for spontaneous
stories on the streets.
entirely then all visual identity rules must be
adhered to and implemented.
Live for the story

IMAGERY
PHOTOGRAPHY & IMAGERY AT CANON

Imagery:
Overview
ON THE EDGE Taking the Canon M6 to
the rooftops of Sao Paulo
PHOTOGRAPHY BY KLAUS THYMANN

STORY BY KEVIN O’FLYNN
Integer tristique risus fermentum ligula tincidunt vehi

cula et id orci. Integer nec dolor at tellus ullamcorper
vulputate. Sed vitae accumsan eros. Pellentesque
Our photography mostly shows our elementum nisl sed aliquet aliquet. Praesent vulputate
1. 2. ante a velit luctus, vitae auctor justo blandit. Proin ull

amcorper elit eget mauris hendrerit, molestie condim 3.
customers in their natural environment –
BRIEF
entum risus interdum. Phasellus sit amet volutpat urna,
ut dignissim ante. Donec ut dolor id elit congue fringilla
The official Canon Business monthly update

using natural, wide shots to add context
aliquam quis risus. Pellentesque quis tortor arcu. Sed
posuere egestas interdum. Phasellus eleifend in justo sit
amet egestas. Maecenas facilisis velit ut sagittis aliquet.
and intrigue. Supporting imagery can Quisque vel varius dolor.
focus on specific detail JUNE 2017
Hero images (1)

We tend tobleed off one or two edges
(occasionally on smaller assets like banner ads
we bleed off on three edges). This way we
"Nobody stops us,"
allow imagery to breathe, convey movement, explains Ivan, the wind
whipping his hair on the
and emphasise the importance of white as part roof. "Even if they catch
THE REBOOT INTRODUCING

us they usually let us go.
of our visual identity. Social assets are an They don't want to deal
with the paperwork."
exception as white space can cause an issue
HYBRID
with how much image/copy is shown. Fusce tincidunt leo mi, vitae luctus justo tempus quis.
Integer blandit vulputate lectus et tristique. Cras velit
The companies taking print forward nibh, mattis non ante sit amet, ultricies mollis orci.
Aenean et erat commodo, blandit diam sit amet,
ultricies orci.
Exclusion zone (2) Nullam sit amet nisl nibhInteger tristique risus
Unless part of a tile, all images have an fermentum ligula tincidunt vehicula et id orci. Integer
nec dolor at tellus ullamcorper vulputate. Sed vitae
Ecea dipiciame volupti
accumsan eros. Pellentesque elementum nisl sed alique.
exclusion zone equal to the size of the atecearum aut quae non
ventint arum quo volor ma
gutter of the grid. Story shot with

qui dis quatemquae dolore,
aliberu mquodios eosa cum
Canon EOS M6 voluptatem oressint vid ut
et quo ditat, officiate atem.
Shop here
Grid (3)
Imagery has some flexibility within the grid. Unleash print CONTACT US ABOUT US PRESS CENTRE WORK FOR CANON TERMS & CONDITIONS Copyright 2017. All Rights Reserved.
Live for the story_
If the design benefits from the additional

space, the edge of an image may sit half
way between a column..

Imagery:
Examplates
SAMPLE
© Sanjay Jogia – Canon Ambassador © Sanjay Jogia– Canon Ambassador © Pascal Maitre – Canon Ambassador
AMBIENT
LIFESTYLE
PHOTO & VIDEO GUIDELINES

Ambassador images
Ambassador images are photographs taken

by our network of Canon Ambassadors –
some of the world’s leading photographers.
We treat the Ambassador’s work with respect –

all images appear in their original proportions –
photographs are never cropped.
Ambassador images are always credited,

with the credit sitting next to the image in the following
format, set in Gotham Book:
© Photographer name – Canon Ambassador
Please do not place credit on top of the image.

Keylines should also never sit on top of Ambassador
imagery but are permitted to appear on the
same layout.
© Ulla Lohmann – Canon Ambassador

Brand Images:
Definition and strategy
Any Canon brand images should be technically perfect.

The quality of images our products allow, should be
showcased in beautiful, eye-catching brand images.
Brand images are to be used to reinforce the

accompanying text/titles to really enhance the
storytelling aspect that the company expresses.
Please use strong imagery whenever possible, make

sure it fits with the design as well as the copy it will
accompany.
BRAND IMAGES ON KURA
BRAND IMAGES ON SHAREPOINT
BRAND IMAGES STRATEGY
© Marina Cano – Canon Ambassador

PIXMA TS8050 Powerful All-In-One delivering
premium quality photo printing,
SMALL IN SIZE, multiple wireless connectivity

options and an easy-to-use 10.8
BIG ON cm (4.3”) touchscreen, all from
Imagery:
a stylish and compact body.
FEATURES –
EXPERIENCE
STUNNING
Dont’s PRINT QUALITY
AND COMPACT
INNOVATE ELEGANCE.
YOU NEVER KNOW YOUR
WHAT IS AROUND BUSINESS THE
FUTURE,
THE CORNER, WHICH
IS WHY THE CANON The new Océ
BRING
VarioPrint i300:
EOS 100D IS SMALL
• Print stunning photos with a high-quality PRODUCT RANGE
True sheet-fed 6-ink system
ENOUGH TO TAKE
• Print, copy and scan functions – all in a compact
flexibility and
space-saving body
IT ON.
superior quality with
ANYWHERE. inkjet performance.
• Auto-tilting front panel and large 10.8cm
(4.3”) touchscreen
• Auto-expanding output tray, dual paper feeders
Lorem ipsum dolor sit amet. and support for square photo printing
• Wi-Fi, NFC and SD card connectivity options
Whatever ambitions you have for
Our photography principles are intended to

• Smartphone, tablet and PC support, plus print
and scan cloud functions via PIXMA Cloud Link* your business, get there with the
• Fast 15ipm mono printing, 10ipm colour and new imagePRESS C850 Series.
10cm x15cm (4” x 6”) borderless photos in 21secs
• Optional larger capacity XL ink cartridges available
inspire, not restrict, however there are a few • Enhanced print head technology for reduced
graininess and grey ink for great shadow tones
in photos
• Direct Disc Print using printable CDs, DVDs
things that are off-brand.

or Blu-rays
FEATURES’
• Capture 30-megapixels of fine detail,
DUBAI.
even in poor light and extreme
contrast
• An expanded 61-point AF system that
tracks even the most erratic subjects
JUST
• Engineered to perform with 7fps,
intuitive touch-screen and weather-
proof body
ABOVE
• Step up to cinematic 4K, record Time-
Lapse movies or slow motion effects
with HD 120p
• Stay connected with built-in GPS
IF YOU WANT
THE 72ND
Ulla Lohmann, Canon Explorer. and Wi-Fi
EOS 5D MARK IV
TO EARTH’S TO BE LUCKY,
EXTREMES BE READY
FLOOR. Expedition photographer and photojournalist
Ulla Lohmann: “This camera really is another
step up for shooting at high ISO. When you are
in the middle of a volcano, you see that there
PURSUE
WHEN LUCK
ARRIVES
PERFECTION
is a massive dynamic range going on in there
Lorem ipsum dolor sit amet. and it can be a nightmare for a camera sensor
to record every detail. Looking at the files
afterwards, I could see both the dark and the
bright highlights had been recorded amazingly
• Uncompromising EOS quality
well. At that moment I knew that here was in a truly portable body
indeed a very special camera”
• Supercharged to capture
Ulla was quick to praise the high level of spontaneous moments
weatherproofing on the camera, something • Share your images and movies
that was very quickly put to the test by volcano
dust and ash as well as rain and humidity.
with the world - instantly
With enhanced protection over previous EOS
5D-series DSLRs – this camera continues to
make this series the photojournalist’s choice.
“The weathersealing is incredible,” she recalls.
“If it can handle a volcano on Vanuatu it can
handle pretty much anything!”
Don’t use full-bleed imagery, or imagery Don’t use obvious, staged Don’t use product photography Don’t use staged in-situ product imagery Don’t crop images in a way that causes the image
that bleeds off more than two edges or clichéd images within the tile system to lose quality or meaning
Don’t use colours not in the existing palette. Don’t use bland imagery Don’t use poorly shot images Keylines should never sit on top of Ambassador
imagery but are permitted to appear on the same layout.

Imagery:
Summary
Our photography principles are intended to Intro – Overview Restrictions: Good Practice: Devices:
inspire, not restrict, however there are a few Our principles are based around: Photography depicting war, religion, Be aware of local cultural If Canon commissions the shoot,
things that are off-brand. or other potentially inflammatory sensitivities and abide by them. use a Canon.
“The Brand” – Visual Storytelling
topics should never be used out
/ Inspiring Exploration / Brand Credit photographers, whoever If featuring UGC or a story then
of context.
Character – Explorer Guide. they are. other brands and smartphones are
The context of the image and Ensure that photography is used to Limit the use of stock photography okay.
tell a story, with copy explaining the
accompanying story matters. where possible (taking into account
context and story behind the image.
NSO limitations)
From 2017, NSO and RSO Marketing If you confirm that the content is If you have any doubts whether
Directors are responsible and free of IP concerns, then you are or not locally proposed creative
accountable for confirming that confirming that you have checked content is free of IP concerns,
any locally proposed creative to ensure that the content does please escalate the matter to the
content does not raise any not contain any third party brands, IP Team at Canon Europe Limited
intellectual property (IP) concerns. products and / or content, which prior to submission.
are likely to expose Canon to risk,
There will be no other active checks Once you have confirmed the
or if there are, then you have
for IP issues arising from the content. checks above, then please complete
checked to ensure that Canon has section 5 of the Creative & Content
all rights necessary to use the third
Approvals Form.
party brand, product and/or content
in the proposed creative content.

MOTION
DELIVERING STRONG MOTION DESIGN

Motion:
Brand Personality
We are a brand that tells stories. 1. Setting the Scene 2. Personal Insight 3. Pay off (still) 4. Product 5. Endframe
Our personality comes through bringing
these stories to life. A bold, innovative and A SINGULARLY INTRODUCING
visionary approach should be kept in mind JAPANESE M10
for assets and copy. AFFAIR
How we move informs how we feel
as a brand as much as how we speak.
Defining a consistent way for our
brand to behave on screen makes
BUILDING TEXTURE CONFIDENT AND CLEAR

our stories more visually compelling.
Narrative is very important to us, we should use motion when we Our motion should feel similar to our editorial style, with clear
can, to help tell a richer tale. We don’t simply show action-packed space and a simple hierarchy to build pace and character. We
high-intensity moments. We build intrigue through a structured do this through bold use of type animation to hero personal
motion format made up of written narrative and unique bits of stories and insights that combine with the footage. We speed
footage to tell the whole story. This goes from our ATL through up into movement and sequence words as if the narrative
to six second bumpers. Every media, no matter how short can tell was being spoken aloud.
a story.
SHOWING MORE
We can tie together the multiple pieces of footage as one
complete picture using the tile system. We use horizontal and
vertical transitions to show multiple clips and tone
of voice so if it feels like one harmonious story.

Motion:
Supers and Banners
We can combine our tile and typographic

movement in extreme formats and supers.
We use simple directional movement and

sequences of imagery product and
typography to create fast and engaging
advertising and OSP.
• e have three options of supers. Two

W
use vertical movement of typography,
one of those with a white bar to add to
the tile system, the third with a simple
static fade Square
• On static banners, we can add motion Supers Variations

to stagger the introduction of Our titles are simple extension of the kinetic type movement.
We can use them as white on footage or within a white footer to fit with our tile system.
elements. Always ending of the logo
• In rich media we can create sequenced

animations using defined states of A SINGULARLY
typography, imagery, product and
endframe.
JAPANESE AFFAIR
Skyscraper
We can create more detailed and sequenced
Live for the story_ animations in rich media format.
Wide formats
DOWNLOAD END FRAMES Our tiling system allows us to creatively use
extreme formats and sequence animations.

Motion:
Animation Spacing
We follow the same spacing rules as digital

banners for animated versions
x
Using the same clear space rules of
clearspace and type sizes. A SINGULARLY
Templates are available.
JAPANESE AFFAIR x
Live
Live for
for the
the story_
story_
*x=2.5 of the diagonal line

Motion:
End-frame variations
We have a fixed endframe movement style but

variation within.
We use two lengths of end-frame depending on format.

One 5 second (videos more than 30 seconds) and one
3 second (videos less than 30 seconds). We also only
use the cursor for our ‘Live for the story’ campaign line
to reference the never ending story.
• The keyline should draw on at the same speed as

typewriter effect reveals letters with easing at
either end
• We use the 5 second on longer form content

such as ATL campaigns and internal
communications With Cursor Without cursor
Our flashing movement and use of cursor is only applied to ‘live for the story’ endframes. We use the same typewriter effect but without the cursor for future campaigns.
Keyline and typography animate at the same speed, followed by Canon logo.
• uture campaigns will use the typewriter effect
F
without the flashing cursor.
• There are exemptions in extreme scenarios

platforms that uses 5 or 6 second bumpers.
• Gifs and vertical video assets under 1 minute

don’t require end frames..
Storyboard of Endframe with cursor

Line and cursor animate on together. Line draws as type appears.
Logo then fades up for final reveal.
DOWNLOAD END-FRAMES

ROUNDELS
DRAWING ATTENTION TO KEY INFORMATION

Roundels:
Introduction
Roundels are used to highlight offers,

promotion or products.
There are several colours for roundel, each one

has a different level of disruptiveness, so
selection should be based on how much (or
little) you want it to stand out.
Find out Find out Find out Find out
The Roundel keyline can go over product (and more more more more
works well when it does), but should not
obstruct the Canon logo on the product, or
main product design feature. Text within the
roundel should not run over the product
Find out Find out Find out Find out

more more more more
1. Red outline, no fill 2. R

ed outline, white fill 3. Red fill 4. White fill

Roundels:
Usage
Roundels are only used to highlight offers,

promotion or products.
FROM ONLY
£499
They should never be used for storytelling or
case studies, and only a maximum of one per
application. FROM ONLY
Unlike other design elements they are not linked
to the grid. Choose their position more freely £499
based on the message being communicated
and the relationship with the product.
INTRODUCING
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Live for the story_

Roundels:
Principles
Ask
Roundel typographic rules
• Caps or sentence case permitted. 1. 2.
• Always use Gotham Book.

for a
demo
• Keep copy short and punchy, five words
or less over a maximum of three lines.
• The roundel should be no bigger than Find out

50% of the product.
more
• Type should not sit too close to the edge
of the roundel – text should take up no
more than 80% of the roundel (1). Find out
more
• The Roundel can be positioned in any
of the positions shown in (2).
FROM ONLY
£499
Typographic clear area

Roundels:
Dont’s
Roundels are a functional design element and

should be treated as such.
Don’t overuse them, fill them with paragraphs

of copy or let them overshadow our core brand.
FROM ONLY
Ask for
a demo
£499 Find out
Mirrorless camera
for those who want Lens
more
DSLR quality with offer
the flexibility to
change lenses
Don’t use a roundel for any copy over 5 words. Don’t use more than one roundel on an Don’t cover the Canon logo.
application.

ICONOGRAPHY
ILLUSTRATE THOUGHT VIA ICONS

Iconography:
Introduction
Icons are used as shorthand to illustrate simple Default – Keyline icons Exception – Solid icons
concepts, to aid the consumer when searching
for information.
Where possible build equity in our keyline

graphic language by keeping icons outline only,
but where this isn’t possible solid icons can be
used for increased stand out.
The primary colour palette is preferred.
Tints of colours should not be used.
DOWNLOAD

Iconography:
Application
Icons can be either red, black or white

and are usually the same colour as the copy
that they sit next to.
SPRINT FOR
CANON M10
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GROUP COMPANIES
CANON AFFILIATES & RELATIONSHIPS

Group Companies:
Introduction
Group companies refer to Canon affiliates of which

Canon Inc. or Canon Europe directly or indirectly holds
a controlling share of stocks or equity, or any other
company designated by Canon Inc. or Canon Europe.
1. 2.
Group Companies wishing to indicate Canon Group
relationship
When a group company which does not have the word

“Canon” in its company name wishes to indicate its
relationship within the Canon Group it may do so in the
following manner by;
The addition of“ A CANON COMPANY” endorser to the

company’s own corporate symbol or company name/
trade name, – as example (1)
Incorporating the Canon master brand “Canon Group

logo” –
as example (2)
When both elements are used, the group company must

display both on the same display surface.
The intended purpose of applying the master brand

Canon Group logo should only be to indicate the
corporate relationship between the Group Company and
Canon.
It should not be used in a manner that could confuse, give

the impression or imply that Canon is at the origin of any
Group Company’s products or services.

Group Companies:
Canon Company Logo
Maximum 100% (X)
The company logo must be presented clearly with ‘A

Canon Company’ description underneath. 1. 4.
AC E AC E
1. Self contained logo
2/3. Logotypes
Position ‘A Canon Company’ against the logotype as

shown. This should provide sufficient space to
accommodate descender characters (such as ‘y’ 1x (X)
as shown). A CANON COMPANY (X)
A CANON COMPANY
Should the logotype contain deep descenders, then
provide more clearspace for ‘A Canon Company’
(X)
Ace go.
endorser.
2.
4. Maximum size relationship Minimu m 50% (X)
• A Canon Company text consists of: Gotham 1.5x (X) 5.

Medium in Canon Red or Black (for the purpose of
this example we use Canon Red), Uppercase, 6pt
A CANON COMPANY (X)
(23mm width) minimum size.
•
AC E
Ace go.
When there is a need to employ text indicating
relationship in a language other than English due to 3.
the culture or language in the local region, please
contact the EMEA Brand Management team at
Canon Europe.
A CANON COMPANY
Note: A CANON COMPANY
Minimum logo size is shown larger for illustrative purposes.
A Canon Group Company can choose not to use the description (X)
- “A Canon Company”, if it will have an negative impact on its
logo design or from a strategic business point of view.

Group Companies:
Minimum Size
The company logo must be presented clearly

with ‘Canon Group’ description underneath.
Canon Group text consists of:

• Gotham Medium
• Canon Black
• Uppercase
Canon Group logo is constructed as mentioned

above. For further versions available and usage
please consult the following page.
CANO N GROUP
Minimum Size
For print, the minimum recommended size of the
CANON GROUP
logo is 15mm wide. Online, the minimum
recommended size of the logo is 70 pixels wide.
15mm / 70px

Group Companies:
Variants & Usage
The following logo versions are available for

usage:
1. On white
2. On black
3. On grey
1. 2. 3.
CANON GROUP CANON GROUP CANON GROUP

Group Companies:
Endorser Sizing
Please use the following as a basic principle for 1. 2. 3.

the relationship of the group company logos and
the Canon logo.
This measurement is fixed and is measured from

the ‘A Canon Company’ descriptor.
1. Maximum size relationship logo
2. Minimum size relationship logo
3. Logotype logo
(X) (X) (X)
80% (X) 80% (X) 80% (X)

Group Companies:
Logo position and sizing
The position and clearspace principles of the 1.

Canon group logo and group company logo must
adhere to the following principles.
1. Horizontal position and clearspace
Centre align the Canon logo to the core mass of

the group company logo whilst adhering to the
minimum clearspace rule.
2. Vertical clearspace
Shown is the minimum clearspace rule.
A CANON COMPANY
1x (X) (X)
4x (X)
(X)
Note: 2.
The position of the Canon logo shown in the vertical
position principle is for illustrative purpose only. The
Canon logo would never occupy a left margin position.

Group Companies:
Logo placement
The position and clearspace principles of the 1. 2.

Canon group logo and group company logo must
adhere to the following principles.
1. Print
2. Online
3. Handheld
3.
Note:
All logos shown larger than actual size for
illustrative purposes.

Group Companies:
Online application
Shown is a notional wireframe for how a typical

web page may be constructed.
Navigation Navigation Navigation Navigation
Group company logo
Positioned typically top left.
Canon Group logo
Positioned bottom right (footer).

Group Companies:
Environmental application
Shown are notional visuals representing the

position of the group company logo and Canon 3.
Group logo adhering to the sizing principles. 1.
1. Foyer desk
2. Building signage
3. Totem signage
As the type of building will differ from location to

location, the application of the logos will need to
be flexible.
• Do not apply logos on to a curved surface.
• Due to environmental and aesthetic 2.

considerations, please refrain from making
the logo too large (when using neon signs,
pay special attention to the amount of ight
emitted).
Note:
Please ensure you have the relevant permission from the
building owner before making any changes to a building
exterior. All logos shown larger than actual size for

Group Companies:
Sub-brands and logo
When a Group Company is promoting a product

or sub-brand, the Canon Group logo can only be
present with the Group Company’s own logo.
Wherever possible the Canon logo should be Front Back

placed on the reverse and/or bottom right margin
of any format.
SUB-BR AND
Please always consider the clearspace principles
of the Canon group logo and group company
logo.
Examples in use:
1. Single page execution
2. Double page execution

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SUB-BR AND
Note:
All logos shown larger than actual size for

Group Companies:
Packaging applications
Use on Product Packaging:
Use of the Canon Group Logo is acceptable on group

companies product packaging. This includes boxes, CD sleeves
and wrapping. This excludes on-screen displays of software or
on the physical product hardware*.
Positioning & Size on packaging:
The Canon Group Logo should never appear on the face of

packaging, but always remain on the reverse. The same 80% or
smaller size rule applies.
1. Packaging font
On the packaging front always place logos as visualised on the front

visual:
SUB-BRAND – logo placement on front of the pack.

‘ACE A CANON COMPANY’ logo placement is optional.
2. Packaging back
‘ACE A CANON COMPANY’ and ‘CANON GROUP’ logos placement

as visualised on the back of the pack.
The intended purpose of applying the master brand Canon

Group logo should only be to indicate the corporate
relationship between the Group Company and Canon.
It should not be used in a manner that could confuse, give the
impression or imply that Canon is at the origin of any Group
Company’s products or services.
*If group companies want to use the Canon logo

on their product/software, a Quality Assurance (QA process) needs to
be followed along with gaining formal permission from Canon Inc.

Group Companies:
Do's
There are 3 options on how group companies can associate

themselves with Canon.
1.
1. Group Company Logo + Endorsement Text + Canon Group Logo +
2. Group Company Logo + Endorsement Text
3. Group Company Logo + Canon Group Logo
2.
3.
Note:
The above applies to the sub-brands that are
part of Canon Group companies.

SPONSORSHIPS
BRAND PARTNERSHIPS

Sponsorships/Brand Partnerships:
Introduction
All Sponsorships/Brand Partnerships initiated centrally

& locally will need the prior approval of the EMEA
Brand Management Team.
Please visit the Brand site for the specific sponsorship

guideline amd approval process.
The following sections will help you create composite

& endorsement logos using the correct logo formats &
colour options available.
Note that all new logos will need to be approved by

the EMEA Brand Management Team.
Click here to submit your asset for brand approval.
Note: ALL assets should go through the Creative and

Content approval process.

Composite marks
The purpose of a Composite Mark is to convey a 1. 3. 4.

relationship between Canon and any given event.
1. Composite Mark with endorsement Permitted

endorsements include:
• Official Partner
• Official Sponsor
• Official Supplier
• In Partnership With 2.
• Supported By
• Worldwide Partner
• Worldwide Sponsor
2. Composite Mark without endorsement
3. Stacked composite Mark with endorsement
4. Stacked composite Mark without endorsement
The minimum size of the Canon Composite Mark is

determined by the minimum Canon logo size. 5. 6.
5. Minimum Composite Mark size
6. Minimum stacked composite mark size

15mm / 70px
Notes:
When an event has its own set of logo principles, they take
precedent over the principles outlined in this section. If unsure
please consult the sponsorship team 15mm / 70px
Minimum logo size is shown larger for illustrative purposes.

Composite mark construction (X/15)
(X)
The following construction principles must be adhered to

when constructing your composite mark.
1.
1. Canon endorsement construction
2. Event logo and spacer bar construction
(X/10)
100% (X)
(X/15)
2.
Notes:
please consult the sponsorship team 1% (X)

Composite mark boundry frame
(X/15)
For use over imagery or complex backgrounds we have
boundary frame principles as shown.
1.
1. Boundry frame construction (X/15)
2. Boundry frame positioning
2.
Notes:
please consult the sponsorship team

Stacked composite mark construction
(X)
The following construction principles must be adhered to
when constructing your stacked composite mark.
1. Canon endorsement construction

1. 2.
2. Event logo and spacer bar construction
(X/15)
1% (X)
(X/15)
(X/10)
Notes:
When an event has its own set of logo principles, they take 100% (X)

Stacked composite mark boundary frame
For use over imagery or complex backgrounds we have

boundary frame principles as shown. (X/15) (X/15)
1. Boundary frame construction with endorsement

1. 2.
2. Boundary frame construction without endorsement
(X/15) (X/15)
Notes:

Full colour composite mark versions
1. 2. 3.
The full colour composite marks may be applied to a

variety of backgrounds. There may be three possible
scenarios for which there is a suitable composite mark.
1. Full colour composite mark
On light backgrounds
2. Full colour white our composite mark
On dark backgrounds
3. Full colour boundary frame composite mark
On complex or photographic backgrounds
Notes:
The sponsor logo colour is to represent the difference between

full-colour logo versions.

Mono composite mark versions
1. 2. 3.
Mono composite marks may be applied to a variety of

backgrounds. There may be three possible scenarios for
which there is a suitable composite mark.
1. Mono composite mark
2. Mono white out composite mark
On dark backgrounds
3. Mono boundary frame composite mark
Notes:
The sponsor logo colour is to represent the difference between

full-colour logo versions.

Composite mark application
1. 2.
Showing full colour composite marks with endorsements as an
example.
1. Full colour composite mark
2. Full colour boundary frame composite mark
Large headline or Large headline or

title over two lines title over two lines
Product or sub head Product or sub head
Notes:
Always ensure that no sponsorship principles exists for the event that
we are in a relationship with. Any event sponsorship principles always
take precedent over the principles shown within this section.
If unsure please consult the sponsorship team

Composite mark application
Showing full colour composite marks with endorsements as an

example.
1. Invites
2. Newsletter
3. Web banners

Large headline or Large headline or
title over two lines title over two lines
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1. 2. 3.
Notes:
Always ensure that no sponsorship principles exists for the event that
we are in a relationship with. Any event sponsorship principles always
take precedent over the principles shown within this section.
If unsure please consult the sponsorship team

Endorsement mark
1.
The following construction principles must be adhered
to when constructing your endorsement mark.
The position and clearspace principles of the Canon

logo endorser and event logo must adhere to the
following principles.
1. Horizontal position and clearspace
Centre align the Canon logo to the core mass of the

event logo.
1x (X) (X)
2. Vertical clearspace
Shown is the minimum clearspace rule. 4x (X)
(X)
2.
Notes:
Always ensure that no sponsorship principles exists for the
event that we are in a relationship with. Any event sponsorship
principles always take precedent over the principles shown
within this section.
If unsure please consult the sponsorship team.

Endorsement mark application
Shown in application. The endorsement mark may

feature with our other core identity assets and logo
lock-ups including any asset as shown.
Large headline or
title over two lines
Product or sub head

MARKETING
INITIATIVES
CANON INITIATIVES

Retail Guidance
What's PRO and what's Consumer?
Whether we use the black or white world depends on the audience we're targeting. Our product range broadly reflects this audience.
Campaigns or touchpoints that primarily target a mass consumer market will sit within In principle, each product is primarly targeted at Consumers or Enthusiasts and Pros. Canon CEL will
the white world, whereas anything that goes out to enthusiasts or professionals will use confirm categorisation of products at product launch stage.
the black look and feel.
Caveat: there are some instances where this might be flexible, for example, for G-Series cameras. In these
cases, we need to make our targeting the deciding factor, i.e. if the campaign or activity is being targeted
to a Mass Consumer audience, we use white. If it’s being targeted to Enthusiasts and Pros, we use black.
WHITE BLACK
WHITE BLACK Cameras with 3 or 4 digits
(EOS 850D, EOS 2000D..)
Cameras with 1 or 2 digits
(EOS 1DX, EOS 90D..)
Mass campaigns Enthusiast / pro campaigns ‘M’ range cameras Luxury Lenses
and range communications and range communications (M50, M100)
PIXMA Pro Printers
Lenses without ‘L’
in their product name All cinema EOS cameras
TS & G Series Printers Projectors

Retail Guidance
What's PRO and what's Consumer?
Sell more categories Sell only imaging products

This is reflected in how we categorise retails, so we can adapt our
presence accordingly. than just imaging products and related accessories
This helps retailers easily identify which assets and material
aesthetic needs to be accomplished even if they have a range of
products that may span both segments.
(e.g. Currys PC World, MediaMkt, El Corte Inglés) (e.g. Foto Koch, Park Cameras, Miss Num)

Retail Guidance
How to execute across comms
INSPIRATION INFORMATION
Example Assets: OOH • Retail Window Posters • Social Example Assets: Tent Card • Retargeting Banner • Product
Media • Get Inspired Website Page • Brochure Covers Page • CRM Newsletter • Brochure Inner Pages
COMMUNICATION OBJECTIVES COMMUNICATION OBJECTIVES

This work should ‘wow’ people. Inspiring them visually This work should deliver more product information,
through the camera’s capabilities. always leading with the product’s main benefit.
It should always lead and celebrate the output imagery. It should encourage people to find out more and give
them a reason to buy.
Single-minded copy comes secondary. This shouldn’t
try to do too much. It doesn’t need a long list of Our art direction should deliver this with very
benefits or technical details. straightforward copy.
Information executions need to be assessed and

developed individually.

Retail Guidance
Inspiration Communications Hierarchy
Consumer: Pro:
1. Image
A predominant output shot celebrated and
centre stage. 1.
1.
2. Headline
Headline and copy size well balanced, avoiding
competing with the image
3. Product
Product shot exists as the supporting
‘sign off’
2. 2.
3. 3.

Retail Guidance
Information Communications Hierarchy
Consumer: Pro:
1. Art Direction
A simple art direction that helps to clearly
communicate one product feature 1. 1.
2. Copy
Copy that explains the product’s key feature
in as few words as possible. It’s important to
make complicated technology sound simple
here. Body copy can be used if needed but
isn’t required
2.
3. Imagery
If the product isn’t a prominent part of the art
direction, this should appear as a supporting
‘sign off’
2. 3.
3.

Retail Guidance
Product Communications Hierarchy
1. Hero images
Hero product shot(s) celebrated front and centre
Consumer: Pro:
2. Copy
Headline to lead with product messaging. Supporting
copy can be extended to give more technical details
of each product 1.
1.
2.
2.
2.
2. 1.

Canon Academy:
Introduction
Sometimes, getting the best from your DSLR is harder

than you thought.
Having the right camera is just part of what you need.

Obtaining the right knowledge and skills is invaluable
and will take you all the way. That’s the foundation for
the Canon Academy. A place where, no matter where
you are with your photography and goals, you can learn,
grow and become a better photographer.
The Academy provides webinars, online tutorials,

workshops and training on a wide variety of topics and
photography skills, given by award winning Canon
Ambassadors. They’re as dedicated to your progress as
you are and always there to help, because that’s the
Canon way.
The following guidelines will define how the identity for

the Canon Academy should be implemented and how
the logo can be used.

Canon Academy:
Horizontal Academy Logo
1. 3.
(X) (X)
The academy logos are used to promote either

a retailer or organisation that offers Canon
Academy services.
The construction contains a standard Canon

logo, a spacer bar, the academy ‘a’ device and
wording.
Academy Academy
4% (X)
They are available in a framed or unframed
versions, to be used as required.
Shown are:
6% (x)
1. Framed logo
10% (x)
2. Unframed logo (X)
2. 4.
The exclusion zone for the unframed logo is
based on the exclusion zone for the Canon
logo from the core guidelines.
No other text, logos or imagery should break

into this exclusion zone.
As the framed logo is designed to sit on

imagery, the exclusion zone should only ensure Academy Academy
text and other logos stay clear of the logo.
3. Framed clearspace
4. Unframed clearspace
The minimum size that the framed and 5. 10% (x)
unframed should appear is directed by the size

of the Canon logo.
5. Minimum sizes Academy Academy
15mm 15mm

Canon Academy:
(X) (X)
Stacked Academy logo
1. 3.
The academy logos are used to promote either

a retailer or organisation that offers Canon
Academy services.
The construction contains a standard Canon

logo, a spacer bar, the academy ‘a’ device and
wording.
They are available in a framed or unframed

versions, to be used as required.
8% (X)
Shown are: 10% (X)
1. Framed logo (X)

10% (x)
2. Unframed logo
4.
The exclusion zone for the unframed logo is
based on the exclusion zone for the Canon 2.
logo from the core guidelines.
No other text, logos or imagery should break

into this exclusion zone.
As the framed logo is designed to sit on

imagery, the exclusion zone should only ensure
text and other logos stay clear of the logo.
3. Framed clearspace
10% (X)
4. Unframed clearspace
The minimum size that the framed and

unframed should appear is directed by the size
of the Canon logo. 5.
5. Minimum sizes
15mm 15mm

Canon Academy:
Horizontal Academy logo versions
The framed Academy logo is for use on 1. 2. 3. 4.

imagery, where the unframed logo could be
lost.
1. Framed version colour
• On white
• On imagery
• On black
2. Framed version mono
• On white
• On imagery
• On grey
• On black
For mono applications use either the white or

black dependent on the background tone.
For the majority of applications the unframed

red logo should be used, on a plain white
background. It should not sit on top of imagery.
3. Unframed version colour
• On white
• On black
4. Unframed version mono
• On white
• On grey
• On black

Canon Academy:
Stacked Academy logo versions
The framed Academy logo is for use on 1. 2. 3. 4.

imagery, where the unframed logo could be
lost.
1. Framed version colour
• On white
• On imagery
• On black
2. Framed version mono
• On white
• On imagery
• On grey
• On black
For mono applications use either the white or

black dependent on the background tone.
For the majority of applications the unframed

red logo should be used, on a plain white
background. It should not sit on top of imagery.
3. Unframed version colour
• On white
• On black
4. Unframed version mono
• On white
• On grey
• On black

Internal initiatives:
For Internal initiatives like below, but not limited to:
• Transformation Programs
• HR Programs
• HR Systems & Tools
• IT Systems & Tools
• Finance Systems & Tools
Please get in touch with the EMEA Brand Management Team

before you create any new logos or composites.
Brand Management Committee
When creating a new logo or composite, it must first be

reviewed and approved via the BMC.
CEL-BMC.EMEA
bmc.emea@canon-europe.com

Internal:
Creative & Content Approvals
We as Canon employees, have an obligation to ensure

that all our work is fit for market both legally and
branded accurately. This helps deliver a unified brand
consistency and we can only achieve this if all
countries are on-board and submit work for approval.
Our brand identity and consistency of collateral have

a huge impact on how people perceive our brand,
whether they’re new to Canon or not. If we’re not
aligned as a business on how to deliver our brand,
then we have essentially failed our markets we
operate in and sales will suffer as a result.
All marketing collateral both Internal and External

facing must be submitted for formal approval via our
Creative & Content Approvals Dashboard.
Assets localised from a brand approved CEL asset

located on KURA, do not need to be submitted.
However, if you heavily adjust the asset including

layout, then we request that you submit the creative
as new.
For any queries or support, please contact:
jasdev.virdee@canon-europe.com
ehsan.habib@canon-europe.com

FOR CREATORS
AN IN-DEPTH GUIDE FOR CREATING ASSETS

TEMPLATES
BRAND APPROVED TEMPLATES

Templates:
Use these first!
Before you start creating anything, you should always

check if there’s a template available to you first. We
have a series of templates to help you get the job done
more efficiently and save time.
It’s not very often that we require completely bespoke

work, and because of this we have an arsenal of
templates you should 100% be utilising to carry out
your work. This is not only more time efficient, but they
are also pre-brand approved templates.
DOWNLOAD TEMPLATES
*We may not have templates for everything, but if you want to contribute to our
centralised template library then please get in touch

Templates:
Print
Here are our most used print media templates.
As 99% of our print media is done using InDesign, the

templates avilable are mainly InDesign with some
Illustrator templates too.
There are more templates available in our download

library, to visit, please click on the link below.
ITCG InDesign Templates B2B InDesign Templates Corporate InDesign Templates Point of Sale Templates
› A3 L › A3 L › A3 L › A4 Tri-fold Leaflet
DOWNLOAD TEMPLATES
› A3 P › A3 P › A3 P › A1 Window Poster
› A4 L › A4 L › A4 L › Tent Card
› A4 P › A4 P › A4 P › Product Tags
› A5 P › A5 P › A5 P › Lens Tags
› A5 L › A5 L › A5 L › Digital Banners
› A6 P › A6 P › A6 P › Countertop
› DL P › DL P › DL P › Free Standing Display Unit

› OOH 6s › OOH 6s › OOH 6s › Step-up Chart A4 P
› OOH 48s › OOH 48s › OOH 48s › Step-up Chart A4 L
› Stickers

Templates:
Digital
Digital templates are utilised when creating wireframes

or page mockups for marketing/campaign projects
alike.
The files provided are tailored for Adobe Experience

Design as this is the main program used.
The use of sketch is allowed, but XD is the main

program we use due to it’s integration with Creative
Cloud.
ITCG Templates PRO Templates B2B Templates Corporate Templates
› Product Page › Article Page › Global › Letterheads

› Hero › Hub Page › Solutions › Corporate PowerPoint
DOWNLOAD TEMPLATES › 360 › Pro Hero › Products
› Quick Specifications › Masonry Grid › Services
› Gallery Carousel › Product Promo Blocks › Insights

› LHS Full Bleed › Masonry Feature › Tagged Results
› RHS Full Bleed › Feature Article › Navigation
› 50-50 Module › Detailed Video Block › Filtering & Browsing
› Features Block › Pro Content Hero › CTAs
› Specifications › Box Out Block › Heroes & Headers
› What’s in the box (WITB) › Editorial Body › Grids & Cards

› Gallery › Simple Video Block › Promos
› Product Grid › Flexible Double Image Block › Cards
› Awards Module › Author Block › Related

› Promotional Full-Bleed › Double Quotes Block › Copy & Content
› Promotional Half-Bleed › Flexible 4 Image Block › Responsive Components
› Article Page › Hero Header
› Feature Block
› Two Block Images

Templates:
Video
Video templates are purely our end-frame library.
You will find HD, 4K, LFTS and STBP end-frames

available below.
Corporate End-Frames ITCG End-Frames

DOWNLOAD TEMPLATES
Available in red on white only Available in red on white only
› 4K › 4K
› HD › HD
B2B End-Frames PRO End-Frame
Available in red on white only Available in white on black only
› 4K › 4K
› HD › HD

Canon Primary CMYK Canon Secondary CMYK
Templates:
Colour Presets Canon Red CMYK Canon Dark Teal CMYK Canon Yellow CMYK Canon Grey 20 CMYK
Canon Dark Grey CMYK Canon Deep Aqua CMYK Canon Orange CMYK Canon Grey 40 CMYK
Canon Aqua CMYK Canon Deep Orange CMYK Canon Grey 60 CMYK
To make your life easier, we will also provide you with Canon Light Grey CMYK
presets for Illustrator, InDesign and Photoshop.

Canon Deep Blue CMYK Canon Deep Lilac CMYK
You will now be able to instantly load our colour palette

with ease, ensuring you always stay on brand.
Canon Primary PMS SPOT Canon Secondary PMS SPOT
These presets are .ase format (swatch exchange) and
will work for all creative cloud applications. Pantone QC#CAN002 Dark Teal PMS 2417 C Yellow PMS 142 C PMS Cool Grey 2 C
Pantone 7540 C Deep Aqua PMS 7716 C Orange PMS 130 C PMS Cool Grey 6 C
DOWNLOAD PRESETS Aqua PMS 7688 C Deep Orange PMS 1595 C PMS Cool Grey 8 C
Pantone 427 C
Deep Blue PMS 2372 C Deep Lilac PMS 215 C
Canon Primary sRGB Canon Secondary CMYK
Canon Red sRGB Canon Dark Teal sRGB Canon Yellow sRGB Canon Grey 20 sRGB
Canon Deep Aqua sRGB Canon Orange sRGB Canon Grey 40 sRGB
Canon Dark Grey sRGB
Canon Aqua sRGB Canon Deep Orange sRGB Canon Grey 60 sRGB
Canon Light Grey sRGB
Canon Deep Blue sRGB Canon Deep Lilac sRGB
Canon Secondary CMYK
Slate CMYK Sage CMYK Oyster CMYK
Mist CMYK Cactus CMYK Sand CMYK

Templates:
Iconography
Icons are used as shorthand to illustrate simple

concepts, to aid the consumer when searching
for information.
Where possible build equity in our keyline

graphic language by keeping icons outline only,
but where this isn’t possible solid icons can be
used for increased stand out.
The primary colour palette is preferred.
Tints of colours should not be used.
DOWNLOAD ICONS

Templates:
Export Job Options/Profiles
Another nifty preset to have are our official Canon

job options for exporting artwork.
These are currently tailored for our business and is

the default format we supply to stakeholders,
agencies and print suppliers.
Please note, some print suppliers will require

different job options depending on the medium,
their equipment capability and other factors you Job Option Profiles Preflight Profiles
may not have control over. Please be mindful of this.
› Canon High Resolution (HR) › Canon Digital
› Canon Low Resolution (LR) › Canon High Resolution Print
DOWNLOAD EXPORT PROFILES

GRID SYSTEMS
MAINTAIN CONSISTENCY ACROSS ALL MEDIUMS

Grids:
Print
We have a simple formula to calculate A4 press ad example

x
the size of our logo, and the corresponding
grid for every standard print format.
Draw a diagonal line on the page.
x
FROM ONLY
£499
12.5% of the length is ‘X’ FROM ONLY
£499
The logo size is X.
The gutter and picture margin is 10% X.
An 8 column grid is the default grid.
INTRODUCING
INTRODUCING
EOS
M10M10
DESIGN TIP!
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Our print templates have the grid atecearum aut quae non
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Live forthe
Live for thestory_
story_
10% x 25% x

Grids:
Digital Banners
Our formula for calculating the size of the

logo and corresponding grid is very similar
for digital banners, with slight variations:
X TAILORED FOR
Draw a diagonal line on the page. SUCCESS
2.5% of the length is the size of the margin,
to the nearest pixel (X).
The gutters and picture spacing are equal

to the size of the margin.

Use a 2, 4 or 8 column grid.
The logo lock-up should be 62px high,

or 55px high for very small formats.
100% X 100% X

Grids:
Websites
Depending on your development

x
requirements, a standard 12, 8 or 6 column x
grid framework will be acceptable. If you
have to create a bespoke grid system, then
please use the below information.
The gutters are 50% of the page margin.

A 12 column grid is permitted on
landscape formats (the portrait format
retains the 8 column grid).
50% x x
50% x x

Grids:
Email Marketing
Email promotions (Y)

Unsubscribe Unsubscribe
Unsubscribe
Email promotions should adhere to the (Y)
standard principles of the Canon Grid:

FROM ONLY
Draw a diagonal line on the page. £499
10% of the length is ‘X’ (Y)
The logo size is X.

The gutter and picture margin is 10% X.
8 column grid.
Email newsletters
Email newsletters should be treated INTRODUCING
as an extreme format.
EOS M10 SMARTER WAYS
The Canon logo should be 30%* of the width Nes ation ex ex elitiunt la doles as
THE FUTURE IS OF WORKING
NOW
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Save 10% when you buy from combines in-depth industry knowledge with
jessops.com technical expertise to help your organisation
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Email marketing uses our system font, More details at www.canon.co.uk
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Product promotion Service promotion

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KEYLINE
UNDERSTANDING THE KEYLINE

Keyline:
Print
The key line has three roles:
• A sign-off for a primary communication

as part of the logo lock-up
• A dynamic link to Canon copy e.g. product

features, image/photographer details or
expert tips (never to the story itself)
SPRINT FOR SPRINT FOR

CANON EOS M10 CANON EOS M10
• s an outline – either around text boxes,

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When the keyline appears on a page without the

logo use one of the following two methods to Live for the story_
determine its size:

Keyline as part of logo lock-up. Dynamic keyline linking product Keyline around text boxes,
• Use the diagonal rule to add a logo at the (camera) to image. icons or roundels
correct size, get the correct line width from
that, then delete the logo (see pages 35-38
for construction principles).
• Refer to this list of default line widths:

A3 = 1mm
A4 = 0.75mm
A5 = 0.5mm
1920 x 1080 = 5px

Keyline:
Digital Banners
When used within static digital banners, the keyline 1. 2.

may only be used horizontally.
TAILORED FOR STORIES ARE EVERYWHERE
It can cover the full width of the banner (1), align to
the grid (2), align to the endline (3), or overlap 10%
of a corresponding image (4).
SUCCESS Live for the story_
3.

INTRODUCING
EOS M10 FROM ONLY
£499
4.
A SINGULARLY
JAPANESE AFFAIR
Live for the story_

Keyline:
Keyline links
The keyline can be used to connect imagery and

products or copy. If the keyline reaches into the
imagery area it should only do so by 10%
of the image depth.
SPRINT FOR
CANON M10
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Keyline:
Motion
The keyline plays a dynamic role in motion

applications (film, digital). The keyline animates
and links content, providing a recognisable and
functional asset (used sensitively without
overpowering the communication).
• The speed is determined by the tempo of

the music/soundtrack and is always heavily
‘eased’ to have dynamic movement.
• It only travels horizontally, focussing on

a journey through the story. It is used to
accent key movement from typography
and imagery. It therefore does not adhere
to the 10% rule stated on the previous page
in any moving state. The line should not be
static – the width can go from half the
screen width to zero (and back if necessary).
• At 4k it is 10px wide, at 1920x1080 it is 5px

wide and uses the same clear space rules
around text as in digital and print which is
(2.5% of overall dimension).
Keyline Animation Stills from video
• he keyline is not the core element, so do

T
not focus on it too greatly. It ties everything
together but never appears on its own.

Keyline:
Motion
The keyline is an optional graphic element,

and only used for bespoke pieces of content.
Although it is a transitional element with

some flexibility for use, it has some key states and
uses;
• To underline and amplify copy
• o create connections between different

T
sequences of content
• To sequence into the endframe

Emphasis Starting a sequence
When interacting with type, in its most static state, it should line up with The line always begins from zero, and lengthens to add momentum
a coloured line of typography. throughout its transitions.
Kinetic state End of sequence

When at its fastest point, it should have extended between both bits of The keyline should then disappear by shrinking towards one of the ends,
content and be linking them as the keyline acts as a transitional element dependant on direction of movement.

Keyline:
Dont’s
Although the keyline has been designed to be

flexible and dynamic there are parameters – this
page covers some of the most common mistakes.
SPRINT FOR SPRINT FOR SPRINT FOR

CANON EOS M10 CANON EOS M10
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Don’t extend the keyline too far into Don’t use a keyline just for decoration – Don’t change the keyline thickness
the image if it fights with or blends it must link elements but can be used for headlines
into the image
Unsubscribe
THE FUTURE
IS NOW
diandita que nis voluptatem siti.
que nis voluptatem siti.
Terms and conditions

aut qui offictam vitaeristem si ulpa con conseque dolectur as eribus abo.
Don’t use the keyline at small sizes Don’t overuse the keyline Don’t change the colour of the keyline
on static communications

LOCK-UP
TEMPLATES
HOW TO WORK WITH OUR CANON LOCK-UP

Keyline Lock-up:
Use pre-made template
We strongly advise that you use an already constructed

lock-up.
Simply import a lock-up that’s already created using the

template files, then resize it. It’s that simple.
Click here to view more information regarding lockups

Live for the story_
DOWNLOAD LOCK-UPS

Lock-up:
How to create (bespoke)
If you absolutely need to create the lock-up

from scratch, please use the information below
to do so, otherwise please use our templates. Y
The logo is first sized to 10%
of the diagonal length of the
format (see page 35), then the
lock-up is constructed using the
following rules.
Y
– The height of the logo is Y 10%Y
– The space between the logo
Campaign Endline
and the keyline is Y
Y
– The Keyline is 10% Y
– The Endline Cap height is 50% Y
50%Y
– The Endline is set in Gotham Medium
Standard templates with the lock-up

already in place are available in our template
library
VISIT TEMPLATE LIBRARY

Lock-up:
Exclusion zone & spacing
Exclusion zone for the lockup
When placing a lock-up onto your work, it’s important

you understand our exclusion zones.
Each lockup provided in our template file has an

exclusion zone layer. Simply enable this to adhere to the
correct spacing around the lockup.
A detailed breakdown is shown on the right:
These white letters are on all lockup files and help you
understand how much space is required around the
lockup across all assets.
Also, please delete this layer before printing.

Lock-up:
Extreme formats
Sizing Omitting the keyline

On portrait formats, the Canon logo should be 30%* of On extreme formats it is considered fine to omit the
the width of the format keyline and endline
(shortest side).
On landscape formats, the Canon logo should be 12.5%*

of the length of the format (longest side).
Space the logo one logo height (Y)

away from the edge:
(Y)
(Y)
(Y)
Logo applied to digital environments Logo applied to experiential / Logo applied to experiential /
Logo should respond to the environmental touchpoints environmental touchpoints
orientation of the screen: 12.5% Logo should be approximately Logo should be approximately
*Logo sizing is contentious for extreme formats for landscape formats, 30% for 30% of the width of the screen/ 12.5% of the width of the screen.
as there will be so many different formats at portrait formats. banner/poster.
different scales – these rules are to be used as
a basis to scale the logo correctly, but common
sense and good design judgement should be
exercised at all times.

Lock-up:
Importing a lockup to InDesign
When placing a lock-up onto your work, Step 1 Step 2 Step 3

it’s important you don’t skew the
proportions of the lockup. Place file (or drag/drop). Select appropriate lock-up file Drag onto workspace (without shift) the lock-up as required and let
(.AI) to import to InDesign. go. Then resize the lock-up (with shift) from the top corners only.
This happens more often than you think, Adjust bounding frame accordingly
here’s a breakdown step by step on how
to import via InDesign.
Also, we have lots of pre-set templates

for InDesign where the lockup is already
set. Visit our templates library to get
these.

Lock-up:
Importing a lockup to Photoshop
Step 1 Step 2 Step 3

Select appropriate lock-up file Highlight lthe ockup via selection tool Go back to Photoshop, and Paste (CMD+V) onto
When using Photoshop for your (.AI) and open in Illustrator in Illustrator then copy (CMD+C) your workspace. Paste as a “Smart Object” to
retain it’s vector values.
design work, importing a Canon
lockup can be a little long winded.
But to ensure you work in a

non-destructive manner, you can
safely import a lockup using the
instructions listed here.
You will need illustrator for this.
Step 4
Drag onto workspace as required. Then resize the lock-up from the top
corners only (without shift).

Lock-up:
Importing a lockup for Illustrator
Importing a lockup to illustrator is Step 1 Step 2

very simple. As all the files we
supply are .AI already, you simply Select appropriate lock-up file Drag onto artboard/workspace (without shift) the lock-up as required and
(.AI) to import to InDesign. let go. Then resize the lock-up from the top corners only (without shift).
need to open the file, then drag/
drop onto the artboard you’re
working inside.
A step-by-step breakdown is shown

on the right:

BEST PRACTISE
APPLICATION PRINCIPLES & EXECUTION

Best Practise:
Do’s and Dont’s
Do ensure all body copy is legible, titles are Don’t use illegible copy sizes, recessive
bold and snappy and products are easily visible headlines or diminutive product images
The visual identity system is designed to be

flexible and allow impact whilst also allowing
room for white space (the canvas) to breath –
giving a contemporary, editorial style.
Whilst the system is designed to be flexible,

common sense should be used regarding
legibility of assets and messaging.
Always ensure all body copy is legible,

titles are bold and snappy and products are
easily visible.
GREAT
Great Stories. Tur. Qui dis
placeatur, sequis dolori
nate sum fugit latis idus
ut ea aut voluptur. Quiatur
moditat esequi bea nimillupta
enihilibus destiame init
STORIES
Search: Canon Mirrorless
Tur. Qui dis placeatur, sequis
dolori nate sum fugit latis idus
ut ea aut voluptur. Quiatur
moditat esequi bea nimillupta
enihilibus destiame init
Search: Canon Mirrorless
Live for the Story_ Live for the Story_

Best Practise:
48 Sheet B2B AD
Headline
Tungsten
Semibold/Bold
AXIMUS BOOST YOUR

Hero image
66% of height
AS SUNTIIS
Pa nobis veles eost ditemperest
nes ation ex ex elitiunt la doles
Lead
Gotham
POTENTIAL
Business Services & Solutions
Discover new ways to improve
as diandita que nis voluptatem Medium the way you work, by exploring
siti vit as at aut ariorrovid quae. the changing world of imaging
Benefit
Veliqui ut et, tem enihic temquid and information.
entinimo quodis. Gotham
Book #UnleashPrint
#PligenimeCulpa
Y
Y
10%Y
See the bigger picture 50%Y Y See the bigger picture
x
Hashtag/CTA
25% x 10% x Gotham
Medium
Black/Red

Best Practise:
D48 Sheet
1. BOOST YOUR 3. 5.
POTENTIAL Discover new ways to improve

the way you work, by exploring
the changing world of imaging
and information.
BOOST YOUR
POTENTIAL
and information.
2. 4. 6. x
BOOST YOUR Discover new ways to improve

POTENTIAL
and information.
Dolupis simodis cimporrum a ipiet experum voles audaercitae pro ommoluptus as dolorio ea prestot atemolestis exeri bero quiae corem quid erupti debit, nonsequ iberrovidias sit qui sim nonsed que nia qui dis consedit as est eicient oriatur alicient id molore, et dio min
reiuntis voluptas et prem consequatet ea que quos doluptatio corem quid quia accatias et et verro officiet vel imin repe lacipissusam eum verianienis quibusci illigni enimper spisitatecta comnimo lorenih itiam, aperfer feratate volorem el ilignis magnis proremo loreribusti
nonsequi utempel laccaep erorum arum invent ea ariae omnis et parchic atureperi odigentium fuga. Neque volorep ellorro quistin recus, sinctem quia sum ut ium delit millace raepernatia vel escitio. Itate vel enis aut qui cus.
Headline Keyline Benefit Terms and

Tungsten Moves Gotham conditions
Semibold/Bold horizontally Book Gotham
only Book

Best Practise:
D6 Sheet
1. 2. 3. 4. 5. 6.
A SINGULARLY
INTRODUCING INTRODUCING
JAPANESE EOS M10 EOS M10
AFFAIR Live for the story_
A SINGULARLY A SINGULARLY INTRODUCING

JAPANESE JAPANESE EOS M10
AFFAIR AFFAIR
x
Dolupis simodis cimporrum a ipiet experum voles audaercitae pro ommoluptus as dolorio ea prestot atemolestis exeri bero quiae corem
quid erupti debit, nonsequ iberrovidias sit qui sim nonsed que nia qui dis consedit as est eicient oriatur alicient id molore, et dio min reiuntis
voluptas et prem consequatet ea que quos doluptatio corem quid quia accatias et et verro officiet vel imin repe lacipissusam eum verianienis
quibusci illigni enimper spisitatecta comnimo lorenih itiam, aperfer feratate volorem el ilignis magnis .
Terms and
conditions
Gotham
Headline Product image Hero image Book
Tungsten Isolated on white Bleeds off two
Semibold/Bold background sides only

Best Practise:
6 Sheet Product Ad
nes ation ex ex
elitiunt la doles
diandita que. FROM ONLY
£499
Outline roundel
80% clearspace
Product image
Isolated on white or
coloured background
Headline VOLUPTATEM INTRODUCING
QUE EOS M10

Tungsten
Semibold/Bold
Pa nobis veles eost

nes ation ex ex elitiunt la Lead
doles as diandita que nis Gotham Medium
voluptatem siti vit.
#PligenimeCulpa Benefit THE CANON EOS M10
Gotham Book DSLR quality, compact
enough to go wherever
life takes you.
#LiveForTheStory
x
Y
Y
10%Y
Live for the story_ 50%Y Y
Live for the story_
Hashtag/CTA x
Gotham Medium
25% x 10% x Black/Red

Best Practise:
Single Page A4 Ad
Headline
Tungsten
Semibold/Bold
X
ANTUR ACILIQU BOOST YOUR
LOREROVIT POTENTIAL
Pa nobis veles eost ditemperest Lead Business Services & Solutions
nes ation ex ex elitiunt la doles Gotham Medium Discover new ways to improve
as diandita que nis voluptatem the way you work, by exploring
siti vit as at aut ariorrovid quae. Benefit the changing world of imaging
Veliqui ut et, tem enihic. and information.
Gotham Book
#PligenimeCulpa #UnleashPrint
Y
Y
10%Y
See the bigger picture 50%Y Y See the bigger picture
25% x 10% x
Hashtag/CTA
Gotham Medium
Black/Red

Best Practise:
Email Promotions
600px
Unsubscribe Unsubscribe Unsubscribe
Unsubscribe
x
FROM ONLY
£499
Hero image
INTRODUCING
Headline
Century Gothic Bold,
UP TO £50 EOS M10
all-caps
LECTEM ITATIO CASHBACK THE FUTURE IS
APICAB NOW
diandita que nis voluptatem siti.
Lead
Century Gothic Bold On selected Canon products Ation ex ex elitiunt la doles as diandita
at participating retailers. que nis voluptatem siti.
Mos volo dolorrumquod quosae That’ll pay for a new chair. Save 10% when you buy from
Benefit aut molorrum ratur. diandita que nis voluptatem siti.
jessops.com
Century Gothic Regular Ovid qui quidus aut qui offictam Ation ex ex elitiunt la doles as diandita
More details at www.canon.co.uk que nis voluptatem siti.
vitaeristem si ulpa con conseque.
Shop now More details at www.canon.co.uk
Terms and conditions Terms and conditions

Mos volo dolorrumquod quosae volor sus aut molorrum ratur. Ovid qui quidus Mos volo dolorrumquod quosae volor sus aut molorrum ratur. Ovid qui quidus
Terms and conditions aut qui offictam vitaeristem si ulpa con conseque dolectur as eribus abo.
aut qui offictam vitaeristem si ulpa con conseque dolectur as eribus abo.
Century Gothic Regular Terms and conditions
aut qui offictam vitaeristem si ulpa con conseque dolectur as eribus abo. Cashback promotion Product promotion Service promotion
x
25% x 10% x

(Y)
Best Practise:
Email Newsletter
600px
Unsubscribe
The email newsletter follows the same basic

principles as the promotional emails on the NAM VELLUM
IN QUAM
previous page, but as they have more
content, they switch to a more conventional
layout for secondary stories.
Mos volo dolorrumquod quosae volor sus

Hero image
aut molorrum ratur. Ovid qui quidus aut qui
offictam vitaeristem si ulpa con conseque
Mos volo dolorrumquod quosae SMARTER WAYS

OF WORKING
Headline
Century Gothic Bold,
all-caps
Discover more Through an active partnership, Canon

combines in-depth industry knowledge with
technical expertise to help your organisation
Introduction
meet its evolving challenges.
Century Gothic Bold
Ovid qui quidus aut qui offictam Mos volo dolorrumquod quosae
vitaeristem si ulpa con conseque volor sus aut molorrum ratur.
Discover more Body copy
Century Gothic Discover more
Secondary stories Regular
Story 1 image
Mos volo dolorrumquod quosae Mos volo dolorrumquod quosae

volor sus aut molorrum ratur. volor sus aut molorrum ratur.
Ovid qui quidus aut qui offictam vitaeristem si ulpa con conseque
vitaeristem si ulpa con conseque dolectur as eribus abo.
Discover more
Discover more
50% Y
Discover more

Best Practise:
Digital Banners
This page shows all the brand assets

coming together on a digital banner. Square Skyscraper
The logo lock-up can either appear

Hero image
as a sign-off, after all other elements Bleeds off two
have appeared or can be present sides only
throughout.
Headline
Tungsten
LOREPELE RATESSI
Semibold/Bold IPSAPIC
Leaderboard
LOREPELE Hero image

RATESSI IPSAPIC See the bigger picture Bleeds off two
sides only
Headline Hero image

Headline LOREPELE RATESSI
TAILORED FOR
IPSAPIC
Tungsten
Tungsten Bleeds off two
Semibold/Bold
SUCCESS
Semibold/Bold sides only
TAILORED FOR Benefit

Gotham Book
Cerovita ectoria pratus
nis acculparci asped
mo ium rumet.
Marketing solutions
that enhance customer
communication
TAILORED SUCCESS
FOR SUCCESS See the bigger picture See the bigger picture
See the bigger picture See the bigger picture

Best Practise:
Portrait + Square Digital Banners
Skyscraper Half page banner Pop-up Square Square

160px x 600px 300px x 600px 320px x 480px 250px x 250px 300px x 250px
Margin/gutters: 16px Margin/gutters: 16px Margin/gutters: 15px Margin/gutters: 10px Margin/gutters: 10px
x
x
x x
x
See the bigger picture See the bigger picture
x x x x

x x
70px
See the bigger picture min size

x x x x

Best Practise:
Landscape Digital Banners
Pop-up Large leaderboard

480px x 320px 970px x 250px
Margin/gutters: 15px Margin/gutters: 25px
x
x
x x

x x
Half banner Leaderboard

320px x 50px 728px x 90px
Margin/gutters: 8px Margin/gutters: 18px
x
x
70px
min size
x x
Seexthe bigger picturex


Best Practise:
Typographic Lead
These layouts lead with dominant headline, no A B

aspirational imagery and product shot as secondary.
SCAN AT THE SPEED OF
MODERN
Correct use
SCAN AT THE
A Balance of bold typography and small
product shot, paying attention to the ‘white SPEED OF
MODERN
canvas’.
BUSINESS
Incorrect use
B Layout feels disjointed resulting in readability

and legibility issue.
Canon imageFORMULA DRG100
and information.
Search ‘Canon Firsts’
BUSINESS
and information.
Live for the story_ Live for the story_

Best Practise:
Product Lead
These layouts lead with the product shot and A B

headline, no aspirational imagery.
PAINT
Logo size is 12.5% of X
(as per brand guidelines).
Correct use
A Balance of large product shot and THE WALLS

medium typography.
PAINT
Incorrect use
B Large product shot and kinetic
THE
typography
feels imbalance.
THE CANON XEED

WUX500 PROJECTOR
and information.

WALLS
THE CANON XEED
WUX500 PROJECTOR
and information.
Business line here_ Business line here_

Best Practise:
Balancing Elements
All elements are included here A B C

in different combinations to
help build tension on the page.
These layouts demonstrate
various proportions of headline, and
aspirational imagery.
Logo size is 12.5% of X.
SCAN AT THE SCAN AT THE SCAN AT THE
Correct use SPEED OF SPEED OF SPEED OF
MODERN MODERN
A Balance of bold typography,
small product shot and medium
BUSINESS BUSINESS MODERN
aspirational image.
B Balance of bold typography and
Discover new ways to improve the way
you work, by exploring the changing
world of imaging and information.
you work, by exploring the changing
BUSINESS
medium product shot and medium Search ‘Canon Firsts’ Search ‘Canon Firsts’ you work, by exploring the changing
aspirational image. Search ‘Canon Firsts’
Incorrect use
C Too many dominant elements
Business line here_ Business line here_ Business line here_
on the spread.

CONTACT
We’re always at hand to assist with any queries you may
have. Please get in touch below for anything design or
brand related:
BRAND MANAGEMENT
Richard Sceats
Richard.Sceats@canon-europe.com
Joseph Semakula
Joseph.Semakula@canon-europe.com
CREATIVE SERVICES
Jasdev Virdee
Jasdev.Virdee@canon-europe.com
Ehsan Habib
Ehsan.Habib@canon-europe.com
Canon Europe Ltd

3 The Square,
Stockley Park,
Uxbridge,
Middlesex
UB11 1ET, UK

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Visual Identity Guidelines 2021

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VISUAL IDENTITY GUIDELINES

v1.1 April 2021

1. Our brand 2. Visual Identity 3. For Creators

VISUAL IDENTITY GUIDELINES v1.1 2021 1

When delivering the Canon brand through mediums such

Anyone viewing collateral produced by Canon must also

Our guidelines listed within this document are specifically

Image © Javier Cortes

VISUAL IDENTITY GUIDELINES v1.1 2021 2

At Canon, we not only build our reputation solely on

Our visual identity has a couple of essential functions:

VISUAL IDENTITY GUIDELINES v1.1 2021 3

Imaging to transform our world. Overview:

At Canon, we are pioneers, constantly redefining

world, we can transform it for the better. - Ecea dipicme volupti

• We create technology so powerful it can - Uvid ut et quoditat.

• We design imaging solutions for business

• We develop surveillance technologies so

• We enable people to capture their world

VISUAL IDENTITY GUIDELINES v1.1 2021 4

There will be a greater emphasis towards those who

We aim to deliver a consistent brand experience across

Some of the more popular programs will be focused on

VISUAL IDENTITY GUIDELINES v1.1 2021 8

Image © Martin Bissig

VISUAL IDENTITY GUIDELINES v1.1 2021 9

Image © Ulla Lohman

VISUAL IDENTITY GUIDELINES v1.1 2021 10

Our logo should always be prominent and legible.

The exclusion zone exists to prevent other elements from

1. Minimum exclusion zone (X/10) (X/10)

This minimum exclusion zone is equal to 10% of the total

For print, the minimum recommended size of the logo is

VISUAL IDENTITY GUIDELINES v1.1 2021 11

Our logo is available in Canon Red, white and black.

1. Canon Red logo

Our default. Use this colour version wherever possible,

2. Canon white logo

Use the white version if the red logo is not legible

3. Canon black logo

Use the black version if the red logo is not legible

Please take a look at page 13 to make sure you use the

VISUAL IDENTITY GUIDELINES v1.1 2021 12

The Canon logo may appear in red on white in the first

There is no option for a white logo on a “Canon red”

The secondary and tertiary colour palette still remain as

Please also keep in mind, our logo is to never be

VISUAL IDENTITY GUIDELINES v1.1 2021 13

Draw a diagonal line on the page. 12.5% of

The logo width is X.

All subsequent measurements for layouts

Most layouts use an eight

This formula can be used for any format or

VISUAL IDENTITY GUIDELINES v1.1 2021 14

Please do not use secondary or tertiary colours when

Corporate application: Trademark application:

• Building branding: external, internal • Packaging

VISUAL IDENTITY GUIDELINES v1.1 2021 15

Here are a few examples of correct event applications

Please always use Canon Red when it comes to any

Please refer to the experiential guidelines for more

VISUAL IDENTITY GUIDELINES v1.1 2021 16

When you are planning to install the Canon logo to

Contact the department below regarding any

world, we can transform it for the better. - Ecea dipicme volupti

• We create technology so powerful it can - Uvid ut et quoditat.

• The words should interact with each