Canon Core Visual Identity Guidelines June 2015 - MR - tcm220 1197400

•
Canon
Visual Identity
Guidelines
Version 1.2
04.2015
Canon Visual Identity Guidelines Version 1.2
• • •
1 2 3
Our brand strategy Our identity Support
1.01 Introduction 2.01 Introduction 2.28 Canon Red • Typography 2.71 Light circle sizing 3.01 Artwork files
1.02 Our brand model 2.02 At a glance options 2.47 Primary typeface 2.72 Light circle 3.02 Contacts
1.03 Personality 2.29 White versions 2.48 System typeface opacity strength
1.04 How we speak • Three states 2.30 Sympathetic 2.49 Styling 2.74 Light circle in use
1.05 How we act 2.05 Introduction colour 2.50 Don’ts 2.75 Light circle don’ts
1.06 How we look 2.06 360 brand 2.31 Opacity mask
and feel experience 2.32 Legibility • Circles • Photography
2.07 Overview 2.33 Exclusion zone 2.52 Introduction and video
2.08 Dreaming and minimum size 2.53 Navigation tab 2.77 Introduction
2.09 Exploring 2.34 Sizes 2.54 Navigation tab 2.78 Experience
2.10 Locating 2.35 Positioning in use photography
2.11 After sales 2.36 Close 2.55 Navigation tab and video
communications arrangement don’ts 2.80 Product
2.37 ATL lock-up 2.56 Typographic bullet photography
• Canon logo version 2.57 Typographic bullet 2.82 Photography Note on distribution:
2.13 Primary logo 2.38 Translation in use and video don’ts This document should
2.14 Exclusion zone and position 2.58 Typographic 2.83 General rules be read and used as one
and minimum size of asterisk bullet don’ts complete document. No
2.15 Standard A-sizing 2.39 Don’ts 2.59 Graphic language • Iconography section or pages should
be distributed separately.
2.16 Non-standard introduction 2.85 Icon style
sizing • Colour 2.60 Solid circle 2.86 Iconography Note on navigation:
2.17 Positioning 2.41 Primary palette 2.61 Transparent circle colourways This document is
2.18 Legibility 2.42 Supporting 2.62 Keyline circle 2.87 Iconography interactive. Use the
2.20 Don’ts palette 2.63 Sizing accent colour active buttons below
to navigate through
2.43 Backgrounds 2.64 Product within 2.88 Infographics the document.
• ome and See
C 2.44 Tinted circle style A
device backgrounds 2.65 Circle with 2.89 Infographics From left to right:
2.23 Introduction 2.45 Don’ts product style B • This index page
• Our brand strategy
2.24 Primary versions 2.66 Cropping 2.90 Infographics
• Our identity
2.25 Single colour 2.67 Quantities style C • Support
versions 2.68 Coloured circles 2.91 Infographics
2.26 Construction and background check list
2.27 Default Canon colour 2.92 Colour sets
Red versions 2.69 Don’ts 2.93 Don’ts
2.70 Light circle
Introduction Canon represents an invitation.

We invite people everywhere —
consumers, businesses and experts
— to join us on an adventure to
discover and explore great stories
and experiences.
Our identity is at the heart of this

invitation and will help us connect
emotionally with everyone who
shares an attitude for exploration
of the world.
This document is your resource

for reproducing our identity.
It contains all you should need
to create a consistent look and
feel across all media touchpoints.
Canon Visual Identity Guidelines
•
1
Our brand strategy
Canon Visual Identity Guidelines Version 1.2 1.01
Introduction
Consumers are creating images like To deliver our promise, we are

never before, but not necessarily focusing on helping consumers,
with traditional cameras. Businesses experts and businesses bring
are using technology in new ways to life meaningful stories and
to capture, print and share imagery. experiences — the real reasons
It’s transforming the way they work. why people use our cameras
and technology. Canon can
People with a sense of adventure play a part in every story.
are invited to experience the world
through Canon. We aim to open When we re-focus on what
up a fascinating world of stories matters to people, we connect
to discover and share. This is our with them emotionally and invite
promise to everyone. Those who them to experience the world
love us and those who don’t yet through Canon.
know us. Those who are experts
and those who never want to be.
© Brent Stirton, Canon Ambassador

Our brand model defines what our brand

Our brand model stands for and why. It should serve as a
guide for all future expressions of the brand,
whether visual, verbal or experiential.
1 Brand Platform
Vision Our brand platform encapsulates all
Enriching lives and businesses elements of our brand from our vision to
through imaging experiences. our ambition and sits at the heart of all
we do. Come and See acts as an external
Ambition expression of our business.
Canon should play a part in every
single image in the future. 2 Personality
The qualities that guide how the brand
acts, speaks, looks and feels.
3 Promise
The unique experience and benefit we aim
Promise to deliver for our customers.
Canon opens up a fascinating
4
world of stories and experiences 4 Vision and Ambition
to discover and share. What we strive for; our ultimate goal
3
Personality
Dynamic
Inviting
Human
2
Brand Platform
Come and See
1
Personality
How do we speak, how do we Inviting We’re intriguing, inviting Human Our technology may be
behave and how do we look? people to discover a boundless highly advanced but we want it to
world of stories and experiences. feel utterly simple and intuitive to
How do we make people We are open and accessible, use. Being human means we’re never
feel? Our brand personality encouraging anyone to join contrived, intimidating or cold. We’re
plays a big part in creating in and take part. warm and approachable, always
a deeper emotional connection open to a conversation. We relate to
with our customers and sets each other through the stories and
us apart from our competitors. experiences that unite us as people.
Across our business and wherever
we are, whoever we are talking to,
we should use our brand personality We are inviting,
consistently to create a distinctly
Canon experience. human and dynamic.
Dynamic Like the everyday explorer,

we have a curious, active spirit.
We want our customers to be
free and playful, discovering and
sharing experiences in whichever
way they want. The opportunities
we create for people to capture
through photography, share through
technology and reproduce through
printing are boundless.
How we speak
Our tone of voice must always Consumers We stimulate and excite

reflect our brand personality our consumers with an intriguing
and can be adjusted to suit and inviting tone that is warm,
different audiences from friendly and conversational. It should
consumer to business. always feel as if we are speaking one
to one. Our messages are invitational
Our language is warm, invitational to demonstrate how everyone can
and conversational in style, ensuring explore new experiences.
we are interesting and easily
understood by everyone. Professionals We engage and
captivate professionals through
We always avoid jargon. an open, knowledgeable and
conversational tone. Our messages
We use storytelling to bring focus on how we can help make
experiences to life. Stories create experiences richer with Canon know-
intrigue to discover more about how and open up new possibilities.
the benefits and advantages of
our products. They should be Internally Our focus is on the
inspirational and excite people customer and how we can use
about new creative possibilities. our technology and know-how
Enabling our audience to instantly to make their experiences richer,
picture themselves in the story. deeper, more memorable.
We must adapt our messages and We don’t hide behind corporate-

tone to suit different audiences. speak. Our genuine passion for what
we do shines through in our warm,
friendly and approachable tone.

How we act
Being inviting, dynamic and • We’re not intimidating; we’re

human means we should make friendly and welcoming, always
sure there is never a disconnect open to a conversation.
between what we promise as
a brand and how we behave. • We treat every customer
as a human being, not a number.
A great promise and brilliant
personality count for little if • We don’t talk at people, we
we don’t bring them to life in connect with them emotionally.
everything we do, every day.
• Although we’re reliable, the
experiences we create are
never predictable.
• We look for the excitement

in the everyday — there’s always
something interesting to discover
and share.
How we look
and feel
With our new visual identity we Through the use of circles, we create
aim to create a brand that appeals intrigue, inviting the curious explorer
to everyone, not just experts — the in. The circles are never static but
kind of people who have a sense of always surprising, relevant and fresh.
discovery and everyday adventure. Our designs are full of energy and
The ones who love to explore the dynamism; they never feel rigid,
world around them. We aim to corporate or aloof.
inspire them through the way
we look, feel and sound.
Intriguing experiences and

stories draw our customers in
and stimulate interest in the benefits
and advantages of what we can offer.
We use a single strapline with three
words in three circles to convey this
— ‘Come and See’.
© Brent Stirton, Canon Ambassador

•
2
Our identity
© Thorsten Milse, Canon Ambassador

Introduction
With our strapline ‘Come and See’, They open up the way, making
we use circles as an intriguing Canon more democratic and
invitation to look deeper into accessible to everyone. The
the world. circles are not the story itself,
they are a facilitator or device
for telling the fascinating stories
and experiences that are critical
to what Canon represents.
Our system is simple yet endlessly

flexible, based on a few key
principles. By applying the system
correctly and consistently, we’ll
ensure our identity always looks
relevant, fresh and distinctive.

Our identity
At a glance
These are the key elements

of our visual identity.
1 Canon logo
2 Come and See device

1
3 Colour
4 Typography
5 Circles
6 Photography and video
These guidelines are intended as a guide

to how you can use these brand assets to
build Canon branded communications.
3
abc.
4
6
Our identity
At a glance
Canon Danmark A/S
LAD OS
This page illustrates the new visual identity
at a glance. Detailed guidance of how the
Knud Højgaards Vej 1
2860 Søborg
ARBEJDE
Telefon: 70 15 50 05
Fax: 70 15 50 25
www.canon.dk
Opdag nye kilder til øget værdi på

canon.dk/drivinggrowth
SAMMEN system works can be found in this section.
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5 Product photography
Canon Danmark A/S
6 Typographic styling
1
SALES SHEET TEMPLATE 2
CN20x50 IAS H E1/P1
•
Class-leading •
ultra-telephoto 4K
CINE-SERVO lens
3.0
Section
An ultra-telephoto CINE-SERVO
lens, the CN20x50 IAS H E1/P1 offers divider
stunning 4K performance, 20x zoom
and a 1.5x built-in extender for an
unrivalled 50-1000mm focal length
(75-1500mm with extender). Ideal for
sports events and wildlife applications.
Points to consider
when setting-up your
photography shoot
• 4K optical performance thanks to Canon lens Product Range • Location
technology; designed for Super 35mm cameras
CN20x50 IAS H E1/P1 • Setting
• Ultra-telephoto 20x zoom lens with 50-1000mm focal • Equipment
CN17x7 KAS S E1/P1
length, ideal for sports and nature TV broadcast. • Suitable clothing
• Built-in 1.5 extender for extreme telephoto shots up • Food and water
to 1500mm CN20x50 IAS H E1/P1 • Patience
• Removable servo drive unit

• Rugged build quality for demanding environments;
weatherproof and shockproof CN17x7 KAS S E1/P1
• Carriable and lightweight design offering a familiar and
intuitive operating experience Stuart Lancaster
Spent two weeks scouting his ideal
• Compatible with typical broadcast and movie accessories setting. Talking with locals to ensure
when the time came he was in the best
• EF- and PL- mount compatibility possible position to document one of
nature’s grandest sights.
• Extensive lens communication options

(12-pin, EF, Cooke /i) 5
• 26 EOS Professional Range • 2015 • 27
6
4
Three states
Our visual identity is applied across multiple media

channels. To help manage the work-flow across these
channels we have a communications framework called
the Three States.
The Three States refer to the Dreaming, Exploring
and Locating categories.
Dreaming — is traditionally categorised as above-
the-line. Our communications at this level are about
inspiring brand-led experiences and not products.
Exploring — traditionally below-the-line and on-line.
We use stories to communicate product range benefits.
Locating — is the most functional POS level of
communications and features our products and
product information.
Our identity
Three states
360 brand experience
This framework provides structure to

Dreaming all our marketing communications efforts,
and guidance around how we communicate
what and how.
Print It illustrates the key touch points for each

advertising consumer mindset (dreaming, exploring,
locating) across the whole brand experience.
TV advertising Exploring OOH advertising While some touch points are used only for
one consumer state (e.g. TV is exclusively
for dreaming), others can cross more than
one state (e.g. live events).
Print
advertising In summary:
• Dreaming
Retail Locating Online Inspiring brand-led experiences
Retail Online • Exploring
Retail Online Informative range benefit-led experiences
• Locating
Transactional product-led experiences
Digital Live
Digital advertising events Live
Digital advertising events Live
advertising Mobile events
advertising
Product literature
PR Video
Social
Mobile media
advertising
Cinema
advertising Sponsorship
Corporate
brochure
Our identity
Three states
Overview
1 Dreaming
• Full bleed experience photography

• Headline
• CAS device
• Canon logo
• Circles (optional)
2 Exploring
1
• Full bleed experience photography or
• Half bleed experience photography
• Headline
• CAS device
• Canon logo
• Circles (mixture of styles)
3 Locating
• Product photography with

• Key benefit photography (optional)
• Headline and copy
• CAS device (optional)
• Canon logo
• Circles (more functional role)
2 3
Our identity
Three states
Dreaming
Experience
Photokina
A housing estate in Essex. 11.15pm
comeandsee/deer
comeandsee/deer
BIG IDEAS FOR

YOUR LARGE
FORMAT BUSINESS Note:
The lock-up shown in this
example is for advertising
only. Refer to section 2.28
for further details.
Our identity
Three states
Exploring
LAD OS
Canon Danmark A/S
Knud Højgaards Vej 1

2860 Søborg
ARBEJDE
Telefon: 70 15 50 05
Fax: 70 15 50 25
www.canon.dk
Opdag nye kilder til øget værdi på
canon.dk/drivinggrowth
SAMMEN
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•2 EOS Professional Range • 2015 •3
Recycling and Professional range
Partnership
2015
Re-use
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Canon en World Press Photo
Canon is al sinds 1992 corporate sponsor
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competitie voor fotojournalisten en biedt
unieke, veelzeggende momentopnamen van
gebeurtenissen en alledaagse situaties over
de hele wereld. World Press Photo streeft
naar het genereren van brede publieke
interesse en waardering voor het werk
van fotografen en de vrije uitwisseling van
informatie.
Canon en het Rode Kruis

Canon ondersteunt dertien landelijke
Rode Kruis Organisaties in Europa,
waaronder Nederland. De belangrijkste
aandacht gaat hierbij uit naar nieuwe en
bestaande jeugdprojecten van het Rode
Kruis. Projecten die bedoeld zijn om jonge
mensen te ondersteunen en op te leiden
zodat zij voorbereid zijn op de zaken
• EOS 5D
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Our identity
Three states
Locating
iPF610
•
EOS Professional range
•
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grand format pour les
marchés CAO/SIG
• • • •
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• • • •
EOS 5D EOS 5D — KEY SELLER EOS 5D EOS 5D
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Micro detail
(en mode éco rapide)
• Gain de place : design compact assurant une installation RÉSERVOIRS
D’ENCRE de 130 ml
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d’optimisation de pilotes d’imprimante pour AutoCAD
CHASE THE
UNPREDICTABLE, PowerShot S110 Pocketable performance for PowerShot S110
CHASE
AND THE
KEEP UP.
the connected photographer
UNPREDICTABLE,
AND KEEP UP.
Welcome to the night-time world of the urban
deer. Where nearby residents of Epping Forest are
treated to wonderful wildlife shows. And where
Welcome
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EOS C100 Mark II packed with improvements for tempus sed, mole stie nec lectus. eros, blandit quis placerat eu, consectetur adipiscing elit. Proin luctus purus a neque
professional videographer shooting on the move.
even greater flexibility. Dual Pixel CMOS AF allows consectetur adipiscing elit. Mauris volutpat eget turpis. Etiam nisi Lorem ipsum dolor sit amet, Mauris urna eros, fringilla nec pharetra ultricies. Donec elit
As a single-shooter or all
small crew, you’ll urna eros, fringilla nec tempus sed, Control Ring tempus sed, mole stie nec lectus. eros, blandit quis placerat eu,
speedy auto focus on subjects, whilstfind
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speedy auto focus on all subjects, whilst Face Nunc elementum suscipit tristique. Pellentesque nec orci lorem. mole stie nec lectus. tristique. Morbi et nisi vitae
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eager to get in on the action. lorem ullamcorper. Pellenteue nec Curabitur egestas magna nec sapien luctus lorem ullaorper.
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shooting in low light. And if your subject bolts, the est convallis, ut dignissim dui Pellentesque nec orci lorem. volutpat velit at commodo. tristique. Morbi et nisi vitae
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Canon
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compact lightweight is EOS C100
perfect forMark
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• Pellentesque nec orci lorem.
run-and-gun Curabitur egestas magna nec
nec est convallis, ut dignissim dui magna nec est convallis, ut pellentesque.
shooting in low light. And if your subject bolts, the
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Dual Format AVCHD and MP4 modes give you pellentesque. dignissim dui pellentesque. Curabitur egestas magna nec volutpat velit at commodo
compact and lightweight body is perfect for the
the look you want, plus with two separate SD
ullamcorper. Pellentesque nec nec est convallis, ut dignissim dui
run-and-gun shooter. orci lorem. Mauris ut auctor est convallis, un luctus lorem magna nec est convallis, ut
card slots for HD and SD copies, you have the pellentesque. ullamcorper. Pellentesque nec dignissim dui pellentesque.
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Dual Format
flexibility youAVCHD and
need for MP4sharing.
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KEY FEATURES:
flexibility you need for quick sharing. Keep up?
You’re leaps ahead.
• 8.3MP Super 35mm CMOS sensor; Full HD
KEY
• DualFEATURES:
Pixel CMOS Autofocus, Face Detection AF* • •
3 11
• 8.3MP Super AVCHD/MP4
Dual Format 35mm CMOS recording
sensor; Full
upHD
to
1080/60p
• Dual Pixel CMOS Autofocus, Face Detection AF*
• ISO 102,400; low noise
• Dual Format AVCHD/MP4 recording up to
• 1080/60p
OLED display; improved EVF
• ISO 102,400;
Built-in low remote
WiFi and noise control options
• OLED display; improved EVF
• Built-in WiFi and remote control options
*Face Detection AF available with Canon EF-S STM lenses Search: CPN Pro Dealers
*Face Detection AF available with Canon EF-S STM lenses

Our identity
Canon
Three states
Warranty cards & POS After sales communications
DL leaflet (DE) – side two
The CAS device should play a role in all

aftersales communications that have:
Standard On-Site Next day On-site Registering your
Exchange Service Exchange Service Easy Warranty Plan
You must purchase your Easy Warranty Plan within
n invitational aspect
A
(e.g. - a leaflet with a CTA to visit the website)
90 days of buying your PIXMA printer. You will need
In the unlikely event your printer develops a If your printer develops a manufacturing fault, your Easy Warranty Plan card to find your claim code
manufacturing fault, which will need to be which will need to be confirmed by our and registration number, your details and printer serial
confirmed by our helpdesk, we will replace helpdesk, we will replace it with an equivalent number and should register it as soon as possible at
it with an equivalent printer in good working product in good working order. We aim to canon.co.uk/easywarrantyplan.
order. We aim to exchange your faulty product exchange it before the end of the next business
within 4-7 business days.
Terms and Conditions apply*
day providing you contact us before 2.00pm
the previous working day. 3-7
How to find your claim code
and registration number
An emotional aspect
(e.g. - packaging for a product)
DAYS
Terms and Conditions apply*
Your claim code is located under the barcode. You can
find your registration number under the silver scratch-
off strip at the back of your Easy Warranty Plan card.
NEXT Once the strip is scratched off and the card is registered,
The ‘come and see’ fits well with a customer

4-7 DAY
DAYS you may not return it to the retailer.
Claim code Registration number

Take a look at this table to find out which
Easy Warranty Plan is available to you.
Take a look at this table to find out which
Easy Warranty Plan is available to you. about to open the box of their brand new
product and experience it for the first time.
NEXT SCRATCH SILVER STRIP WITH A COIN
DAY InstrUCtIOns FOr aCtIVatIOn anD UsE

Register your Easy Warranty Plan as soon as possible at canon-europe.com/easywarrantyplan.
Please retain this card until you receive confirmation of successful registration.
The ‘come and see’ idea would be diluted

For full terms and Conditions visit canon-europe.com/easywarrantyplan
Card Name EW3C-Q Card Name EW3D-T Canon Europa N.V., Bovenkerkerweg 59, 1185 XB, Amstelveen, The Netherlands. State registration number: 33166721.
Standard On-Site Next day On-site
if it appears on a warranty document or

Service Type Service Type
Exchange Exchange
Applicable PRO-100
something else factual or functional.

PRO-100 Applicable
PIXMA
Printers
PRO-10 PIXMA
Printers
PRO-10
PRO 1 How to find your PIXMA printer
serial number
*For full terms and conditions visit *For full terms and conditions visit Your serial number is made up of 4 letters followed
canon.de/easywarrantyplan canon.de/easywarrantyplan by 5 numbers and can be found on a white sticker either
on the back or inside the printer. Here is an example
of a printer serial number:
1 Emotional/invitational
For full terms and conditions visit canon.de/easywarrantyplan This piece of packaging features the
CAS device as it has both invitational
page 3 page 4 page 5
and emotional aspects.
Pixmar MX535
A presentation by Tag Shop •
© Tag 2014
2 Factual/functional
Specifications: imageRUNNER
ADVANCE C2200 series
• Speciﬁcations
for options
Staple Finisher 1 INNER FINISHER-F1 (compact inner finisher)
Number of Trays: 1 (additional tray available as option)
Print controller
accessories
Document Publishing
BARCODE PRINTING KIT-D1: Enables barcode printing
via jet caps technology.
IW DESKTOP: Powerful print publishing software
which easily combines documents from different
This piece of technical literature does
Cloud enabled not feature the CAS device as has neither
Standard Tray Capacity: 750 sheets (A4/A5/A5R), sources, applies finishing to create professional
500 sheets (SRA3, A3, A4R) looking documents and seamlessly links to the printer.
(80 gsm) Includes PDF creation, annotation and compression
Capacity with optional tray: Upper tray: 100 sheets capabilities for digital workflows such as proofing and
(all sizes), lower tray: authorisation.
All-In-One with
350 sheets
Paper Weight: 60 to 220 gsm System accessories WEB ACCESS SOFTWARE-H1: Provide access to
invitational or emotional aspects.

Staple Position: Corner, Double websites and other web-based online content.
Staple Capacity: A4: 50 sheets; A3/A4R: 30 sheets SUPER G3 2ND LINE FAX BOARD-AH2: Adds second
Dimensions (W x D x H): 590 mm x 550 mm x 260 mm fax line.
REMOTE FAX KIT-A1: Enables the device to send and
Wi-Fi connectivity
Weight: Approx. 12.5 kg, with additional tray: 14 kg
receive fax from another device connected with a fax
Staple Finisher 2 STAPLE FINISHER-M1 (External) board.
(Requires BUFFER PASS UNIT-K1) USB DEVICE PORT-E2: Adds two additional USB Ports
Number of Trays: 2 to use with uniFLOW or 3rd party card readers or the
Tray A (Upper) Capacity: A4/A5R 1300 sheets, Multimedia Reader/Writer-A2.
A3/A4R 650 sheets SERIAL INTERFACE KIT-K1: Serial interface for Cost
Tray B (Lower) Capacity: A4/A5R 1700 sheets, Recovery Solutions.
A3/A4R 650 sheets COPY CONTROL INTERFACE KIT-A1: Allows
Paper Weight: 60 to 220 gsm connection (CCVI I/F) between
Staple Position: Corner, Double 3rd party copy control terminal and Canon’s iR-ADV
Easily print, copy, scan and

Staple Capacity: A4: 50 sheets; A3/A4R: 30 sheets range for cost recovery use.
Dimensions (W x D x H): 559 mm x 647 mm x 1097 mm Device security accessories
(when the extension tray is not extended)
fax with this cloud enabled Weight: Approx. 46 kg Device security
accessories
HDD DATA ENCRYPTION KIT-C3: Encrypts all image
data and device settings before storing them on the
All-In-One. Wi-Fi connections Booklet Finisher BOOKLET FINISHER-M1 (External)
(Requires BUFFER PASS UNIT-K1)
hard drive of the device.REMOVABLE HDD KIT-AE1:
Allows the physical removal of the Hard Disk Drive
allow functions to be shared Number of Trays: 2

Tray A (Upper) Capacity: A4/A5R 1300 sheets,
when the device is unattended or not in use to
protect confidential data and provide a greater level
between multiple PCs as

A3/A4R 650 sheets of security.
Tray B (Lower) Capacity: A4/A5R 1700 sheets,
A3/A4R 650 sheets Document security DOCUMENT SCAN LOCK KIT-B1: This function
well as smart devices. Paper Weight: 60 to 220 gsm increases document security levels by embedding
hidden track and lock code within copied or printed
Staple Position: Corner, Double, Booklet Stitch
Staple Capacity: A4: 50 sheets; A3/A4R: 30 sheets documents to restrict unauthorised copying, sending,
Booklet Stitch paper size: A3, A4R and faxing.
Booklet Stitch Staple Capacity: 16 sheets SECURE WATERMARK-B1: Deters duplication
(64 pages, 64-81 gsm) x 10 booklets of sensitive documents by embedding hidden
Dimensions (W x D x H): 671 mm x 656 mm x 1097 mm watermarks that become visible when copied.
(when the extension tray is not extended) ENCRYPTED PRINTING SOFTWARE-D1: Encrypts
Weight: Approx. 75 kg the print job in transit to the device and requires
Cassette Feeding Unit CASSETTE FEEDING UNIT-AF1: a password at the printer before sensitive documents
Adds two additional front-loading, user-adjustable can be printed.
550-sheet paper cassettes to the standard paper Accessibility accessories ADF ACCESS HANDLE-A1: Attaches to the document
supply. feeder, making access easier for seated users.
Additional Options REMOTE OPERATORS SOFTWARE KIT-B1:
Allows use of device control panel screens from
Hardware accessories 1 iR-ADV C2000 PLAIN PEDESTAL: Substituted for the remote computers.
cassette feeding unit, the pedestal raises the device, VOICE GUIDANCE KIT-F2: Recorded voice provides
• Cloud enabled All-In-One with print, copy, scan and fax • Print from mobile devices without a Wi-Fi connection without adding further paper capacity. confirmation of basic copy menu settings, making the
functions using Access Point Mode INNER 2WAY TRAY-F1: Adds a second internal output system easier to use for the visually impaired.
tray to give a combinedoutput capacity of 350 sheets VOICE OPERATION KIT-C2: Enables the user to
(upper tray 100 sheets/lower tray 250 sheets). set various functions on the device using verbal
• Fully integrated 30-sheet Auto Document Feeder • High-quality prints with up to 4800dpi FINE cartridge 3 WAY UNIT-C1: An option for the iR-ADV C2220L, instructions and audible feedback.
technology it enhances the double-sided print productivity
• Easy to share around the office with Wi-Fi connectivity to 100%. Other options STAMP INK CARTRIDGE-C1
STAPLE CARTRIDGE-D3: Saddle staple cartridge
• A4 print speed ISO ESAT 9.7 ipm mono / 5.5 ipm Hardware accessories 2 COPY TRAY-J1: Provides a simple tray for basic for BOOKLET FINISHER-M1.
• Print from, and scan to mobile devices with PIXMA
colour. A4 colour copy in approx. 21 seconds output needs. Output capacity is 100 sheets (A4). STAPLE-J1: Plain staples for Inner Finisher-F1, STAPLE
Printing Solutions app UTILITY TRAY-A2: Provides an additional tray FINISHER-M1, BOOKLET FINISHER-M1
to hold an external USB keyboard.
• PIXMA Cloud Link, Google Cloud Print and Apple STAMP UNIT-B1: Enables the machine to print
a stamp on the front side of scanned and sent
AirPrint support originals.MiCARD PLUS PROXIMITY CARD READER:
A proximity card reader for card-based user
• Save on ink and paper with optional XL cartridges authentication, supporting multiple card
and auto 2-sided printing
Product Range
PIXMA MX925 / PIXMA MX725 / PIXMA MX535 /
PIXMA MX475 / PIXMA MX395
Canon Inc.
canon.com
Canon Europe
canon-europe.com
English edition
Canon Europa NV 2011
1 Use CAS device 2 No CAS device

Canon logo
Our identity
Canon logo
Primary logo
Our logo is available in two primary

colours and black as shown.
1 Canon Red logo

Use this version wherever possible.
2 Canon White logo

Use the white version if the red logo
is not legible (typically over dark
backgrounds or dark imagery).
3 Black logo
Our logo is also available in black when
full-colour reproduction is not possible.
Use this version on light backgrounds.
(Use the white version of the primary
logo suite on dark backgrounds).
1 2
Which logo to use?

For guidance see section 2.18
3
Our identity
Canon logo
Exclusion zone and minimum size
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

This minimum exclusion zone is equal
to 10% of the total width of the logo.
(X/10) (X/10)
Whenever possible leave more space
than the minimum permitted.
Minimum size
2
For print, the minimum recommended
size of the logo is 15mm wide. Online,
the minimum recommended size
of the logo is 70 pixels wide.
(X/10) (X/10)
(X)
15mm / 70px
Note:
Minimum logo size is shown
larger for illustrative purposes.
Our identity
Canon logo
Standard A-sizing
1
These are the recommended logo
sizes for standard A-size formats.
1 A3: 50mm
2 A4: 35mm
3 A5: 25mm
4 DL: 25mm
2
5 A6: 20mm
OOH logo sizing is referenced

within the advertising guidelines.
Note:
Position of logo against the
format edge is for illustrative
purposes only.
Our identity
Canon logo
Non-standard sizing
Use this system to calculate Canon logo

sizes across non-standard formats.
)
(Z
1 Rule diagonally across the format (Y)
Logo width (Z) 2 Divide (Y) by 10 to achieve (Z)
3 Use (Z) to calculate logo width
This is a guide only and may need

to be adjusted to suit the design.
)
(Y
1 2 3
Note:
Measurements and logo size
shown larger for illustrative
purposes.
Our identity
Canon logo
Positioning
Wherever possible the Canon logo should

be placed on the right margin of any format.
Here are the three recommended positions.
1 Bottom right
2 Centre right
3 Top right
Exceptions
There may be formats where this is not
possible. The logo may need to be positioned
on the left margin, on hand-held devices for
example. This is an exception.
4 Top left
1 2 3
Note:
All logos shown larger than
actual size for illustrative
purposes.
Our identity
Canon logo
Legibility
The Canon logo should always be clearly

legible when applied to background colours.
Shown is the Canon logo choice for every
permitted colour and tint from the palette:
1 1 Primary colour palette
2 Supporting colour palette
When applying the Canon logo always

respect the Canon logo clearspace rule.
10%
20%
40%
60%
80%
100%
2
Our identity
Canon logo
Legibility
When applying the Canon logo on

photographic background, ensure
it is legible and in an area with little
contrast whilst respecting the Canon
logo clearspace.
On photographic backgrounds apply:
1 Canon Red logo

On light photographic backgrounds.
2 White Canon logo

On dark photographic backgrounds.
1 2
Our identity
Canon logo
Don’ts
Follow these rules to maintain consistency

within our visual identity system.
Do not re-create or alter the logo. Always

use the approved master artwork files,
available on the brandsite:
canon-europe.com/brandsite
For further information, contact the

brand team (details in section 3.02).
X X X X
DON’T DON’T DON’T DON’T

Place the logo in any other position Shear or italicise the logo Rotate the logo Alter the logo tracking
X X X X

Use non permitted colours Use special effects Place the logo over high contrast areas of a photograph Alter the logo character sizing
Our identity
Canon logo
Don’ts

Do not re-create or alter the logo. Always

use the approved master artwork files,
For further information, contact the

brand team (details in section 3.02).
X X X X

Alter individual logo characters Run the logo over contrasting elements Re-draw the logo Rotate counter clockwise or stack the logo characters
X X X X

Alter the logo to create other words Use in combination with other graphic effects Stack multiple logos Place the logo across multiple surfaces
Come and See device
© Brutus Östling, Canon Ambassador

In the majority of cases we place the Come and See

device (the invitation) between the experience
(the picture) and the host (the Canon logo).
Throughout the remainder of this document we may
refer to the Come and See device as the CAS device.
Our identity
Come and See device
Primary versions
There are two versions of the CAS device.

One is applied to light coloured backgrounds,
the other is applied to dark backgrounds.
1 Canon Red CAS device

Use this version where ever possible.
2 White CAS device

Use this version over dark backgrounds
or dark imagery.
1 2
Our identity
Come and See device
Single colour versions
For single colour executions of the

CAS device we permit the following.
2 Black mono version

For use on light backgrounds.
3 White mono version

For use on dark backgrounds.
1 2
Our identity
Come and See device
Construction
The CAS device is constructed using

a framework for the positioning of the
elements, shown for illustrative purposes.
The elements of the CAS device are

described as:
1 CAS large
5 2 CAS small
3 CAS medium
4 Small accent circle
5 Large accent circle
See sections 2.27 - 2.29 for available CAS

colour versions.
4
Each CAS version is available as artwork

from the brandsite:
1
3
Our identity
Come and See device
Default Canon Red versions
There are five default versions of the

Canon Red CAS device.
The colour of the small accent circle

is a highlight, the large accent circle is
a deeper hue. Both colours are from the
Canon supporting palette.
Further guidance on the selection of your

CAS device is covered in section 2.30.
1 Green
2 Aqua
3 Blue
1 2 3 4 Pink
Canon Red CAS device with Canon Canon Red CAS device with Canon Canon Red CAS device with Canon Blue and
Green and Canon Deep Green accents Aqua and Canon Deep Aqua accents Canon Deep Blue accents 5 Yellow

from the brandsite:
4 5
Canon Red CAS device with Canon Canon Red CAS device with Canon
Deep Pink and Canon Deep Lilac Yellow and Canon Deep Orange
accents accents
Our identity
Come and See device
Canon Red options
There may be instances when either of

the five default Canon Red CAS devices
are not suitable for use. (For instance; on
photographic backgrounds.)
The colour of the small accent circle remains

the same for each of the options. The large
accent circle may change.

The colours available for each version of the

Canon Red CAS device are:
1 Green 3 Blue
Canon Deep Blue Canon Orange
1 2 3
Canon Orange Canon Deep Lilac
Canon Red CAS device with Canon Red CAS device with Canon Red CAS device with Canon Deep Lilac Canon Orange
Canon Green Canon Aqua Canon Blue
Canon Orange Canon Deep Green
Canon Deep Aqua Canon Deep Aqua
2 Aqua 4 Pink
Canon Deep Blue Canon Deep Blue
Canon Orange Canon Orange
Canon Deep Lilac Canon Orange
Canon Orange Canon Deep Green
Canon Deep Green Canon Deep Aqua
5 Yellow
Canon Deep Blue
Canon Deep Lilac
Canon Orange
Canon Deep Green
Artwork Canon Deep Aqua
The CAS devices shown here do
not exists as artwork. The colour
4 5
swatch library is available to
import into your application.
Canon Red CAS device with Canon Red CAS device with
Canon Deep Pink Canon Yellow
Our identity
Come and See device
White versions
There are five default versions of the white

CAS device.
The colour of the small accent circle

is a highlight, the large accent circle
is Canon Red. Both colours are from
the Canon colour palette.

1 Green
2 Aqua
3 Blue
1 2 3 4 Pink
White CAS device with Canon Green and White CAS device with Canon Aqua and White CAS device with Canon Blue and
Canon Red accents Canon Red accents Canon Red accents 5 Yellow

from the brandsite:
Note:
There may be very rare instances
when the application of the
primary CAS devices (Canon
Red and white) are not suitable
for the photograph chosen. For
instance, when the photograph
features lots of red. In this
instance use the mono CAS
4 5
device version.
White CAS device with Canon Deep White CAS device with Canon Yellow
Pink and Canon Red accents and Canon Red accents
Our identity
Come and See device
Sympathetic colour
Choose a CAS device colour version that

is sympathetic to the photograph or the
composition of your application.
1 Blue (small accent circle)
2 Green (small accent circle)
3 Pink (small accent circle)
4 Blue (small accent circle)
5 Yellow (small accent circle)

1 2 3 6 Aqua (small accent circle)
White CAS device with Canon Blue and Canon Red CAS device with Canon Green and White CAS device with Canon Deep Pink and
Canon Red accents Canon Deep Green accents Canon Red accents
from the brandsite:
4 5 6
Canon Red CAS device with Canon Blue and White CAS device with Canon Yellow and Canon Red CAS device with Canon Aqua and
Canon Deep Blue accents Canon Red accents Canon Deep Aqua accents
Our identity
Come and See device
Opacity mask
The CAS device features cut-through type

on the words ‘come and see’. There may
be instances when the cut-through lacks
definition on high contrast photography.
For this purpose we place the CAS device

over a transparent opacity mask in white
for lighter photographs and dark grey for
darker photographs.
The examples demonstrate how the mask

improves legibility.
Transparent mask on light photographs

1 2 3
Cut through White opacity mask Cut through with white opacity mask 1 Cut through without mask
Note the area beneath ‘see’.
2 White opacity mask

Without the positioned CAS device.
3 Cut through with mask

Now note the area beneath ‘see’.
Transparent mask on dark photographs
4 Cut through without mask

Note the area beneath ‘see’.
5 Grey opacity mask

Without the positioned CAS device.
6 Cut through with mask

Now note the area beneath ‘see’.
4 5 6
Opacity
Cut through Grey opacity mask Cut through with Canon Dark Grey opacity mask The opacity of the mask is down to your
individual need. We suggest a minimum
opacity of 50%. A maximum of 80%.
Note:
The crops shown are for
illustrative purpose only.
We strongly recommend
always placing the CAS
device in an area of little
or no contrast.
Our identity
Come and See device
Legibility
The CAS device should always be clearly

legible when applied to background colours
or photographs.
On Canon coloured backgrounds apply:

On Canon light grey backgrounds.
2 White CAS device

On Canon dark grey backgrounds.
Applying the CAS device on photographic

background, ensure it is legible and in an
area with little contrast whilst respecting
the CAS device clearspace.
On photographic backgrounds apply:

On light photographic backgrounds.
1 2
4 White CAS device

On dark photographic backgrounds.
3 4
Our identity
Come and See device
Exclusion zone and minimum size
The CAS device should always be prominent

and legible. The exclusion zone prevents
(X) (X)
other elements being placed too close to
the CAS device. This exclusion zone is equal
to the ‘and’ circle measure.
1 Minimum exclusion zone

This is the minimum amount of space
that should be left clear around the CAS
device. Whenever possible leave more
space than the minimum permitted.
Minimum size
2
For print, the minimum recommended
size of the CAS device is 27mm wide.
Online, the minimum recommended
size of the CAS device is 125 pixels wide.
The minimum size is the standard sized
CAS device (section 2.34) matched to the
minimum Canon logo size (section 2.14).
(X)
(X) (X)
27mm / 125px
Note:
Minimum CAS device size is for
illustrative purposes only.
Our identity
Come and See device
Sizes
(X) (X) (X) There are three recommended scales for

the CAS device.
The size of the CAS device is determined by

the width of the Canon logo. When creating
an application apply the correct logo size for
the format first (see section 2.15). Then size
the CAS device at any of the shown scales
applicable to the application.
80% of (X) (X) 150% of (X) 1 Small (80% Canon logo size)
Used when space within the design
is limited or when a smaller CAS device
is considered more appropriate.
2 Standard (100% Canon logo size)

This is the CAS device size that is
to be considered the standard scale.
3 Large (150% Canon logo size)

Used when space within the design
is not an issue or when more emphasis
on the CAS device is needed.
The exception to this principle is for

advertising as shown in section 2.36 - 2.37.
1 2 3
Our identity
Come and See device
Positioning
The hierarchy of information is always:
• Experience (picture)
• Invitation (CAS device)
• Host (Canon logo)
This principle is shown left.
1 Logo bottom right

The hierarchy principle typically seen on
OOH applications (this being a 6-sheet.)
2 Logo top right

The hierarchy principle typically found on
printed applications (this being an A-size
landscape format).
3 Logo centre right

The hierarchy principle on an environment.
4 Logo top left (exception)

The hierarchy principle on what would
2
typically be a digital or online application.
Note:
All logos shown not to size
for illustrative purposes.
Our identity
Come and See device
Close arrangement
The CAS device is designed to be flexible and

applied to areas of the canvas with the most
impact. Although not recommended, there
2
may be instances where a close relationship
between the logo and CAS device is required.
Three lock-ups are shown. Use these as

a guide to create the lock-up following the
sizing and positioning principles.
1 Logo bottom right

This position would be typically seen
on media when the logo needs to be
an endorsement.
2 Logo top right

1
on OOH media when the logo needs
to be at a prominent height.
If the Canon logo is positioned centre right,

either arrangement one or two can be used.
3 Logo top left

online and on hand-held devices.
3
Note:
As the CAS close arrangement
is used in exceptional
circumstances, it is not available
as an artwork.
Our identity
Come and See device
ATL lock-up version
There is a specific lock-up designed solely

for use in ATL. This lock-up should not be
used anywhere else.
The positioning principle still holds true that

the Come and See device is the invitation
from the host (Canon) to the experience but
in ATL the experience is the digital experience
(website), so the invitation points instead to
the call to action (CTA).
The CTA position and colour (black, white

or red) are set, but the type size is flexible
depending on the application (use common
sense to ensure correct visual balance and
legibility).
1 ATL Lock-up construction

(X)
2 ATL Lock-up
The selection of a sympathetic CAS device

is described in section 2.30.
Search: Canon come and see (X) Search: Canon come and see
1 2
Note:
As the CAS device lock-up
version is used in exceptional
circumstances, it is not available
as an artwork.
Our identity
Come and See device
Translation and position of asterisk
In countries where the law requires a

translation of the words ‘come and see’
we will use an asterisk to guide readers
to the translation.
The asterisk should be the same colour as

the CAS device. i.e. Canon Red or white.

On Canon light grey backgrounds and
light photographic backgrounds.

2 Canon White CAS device
* * On Canon dark grey backgrounds and

dark photographic backgrounds.
Position
3
To avoid interfering with our visual
device and the message it conveys,
we use an asterisk outside the device
as shown on the left.
1 2
The asterisk needs to correspond to the
translation which must appear somewhere
on the communication. i.e. the footer.
French: Venez, regardez

Russian: Спешите видеть
Important note: If the CAS device is scaled

down please ensure that the asterisk can be
**
identified as an asterisk and not a circle.
(X/10)
(X)
3
Our identity
Come and See device
Don’ts

Do not re-create or alter the CAS device.

Always use the approved master artwork
files, available on the brandsite:
For further information, contact the brand

team (details in section 3.02).
X X X X

Extract the words from the CAS device Customise the CAS device Alter the CAS device arrangement Distort or rotate the CAS device
X X X

Use special effects Compromise the clearspace/logo arrangement principles Colour the large accent circle of the Canon Red Colour the large accent circle of the Canon Red
CAS device with Canon Red CAS device with a tint
Colour
Our identity
Colour
Primary palette
Our primary colour palette consists of Canon

Red, Canon Light Grey and Canon Dark Grey.
Additional breakdown information for these

colours are below.
1 Canon Red
R:204 G:0 B:0
HTML: #CC0000
L:45 A:51 B:28
2 Canon Light Grey

R:208 G:211 B:212
HTML: D0D3D4
L:84 A:−1 B:−6
3 Canon Dark Grey

R:75 G:79 B:84
HTML: 4B4F54
L:33 A:−1 B:−5
3
1
Canon Dark Grey
Pantone® 7540
Canon Red
C:41 M:28 Y:22 K:70
Pantone® 186 C
C:0 M:100 Y:100 K:5
Canon Light Grey

Pantone® 427
C:7 M:3 Y:5 K:8
Our identity
Colour
Supporting palette
To add flexibility to our visual language

we have a broad supporting colour palette.
Additional breakdown information for these

colours are below.
1 Canon Green 6 Canon Deep Blue

R:162 G:173 B:0 R:0 G:111 B:180
6
HTML A2AD00 HTML 006FB4
1
Canon Deep Blue L:69 A:−18 B:70 L:44 A:−11 B:−46
Pantone® 660
Canon Green
C:90 M:50 Y:0 K:0
Pantone® 383
C:35 M:0 Y:100 K:20
3 2 Canon 7 Canon Deep Pink
Canon Deep Aqua Deep Green R:163 G:26 B:126
Pantone® 321
C:90 M:0 Y:40 K:10
R:105 G:150 B:59 HTML A31A7E
4
HTML 6A963B L:39 A:66 B:−19
Canon Aqua L:59 A:−28 B:45
Pantone® 3115 8 Canon Deep Lilac
C:75 M:0 Y:25 K:0
3 Canon R:125 G:0 B:99
Deep Aqua HTML 7D0063
R:0 G:150 B:151 L:25 A:53 B:−19
HTML 009697
5
L:54 A:−49 B:−14 9 Canon Yellow
2
Canon Blue R:254 G:203 B:0
Canon Deep Green
Pantone® 299 4 Canon Aqua HTML FECB00
C:80 M:20 Y:0 K:0
Pantone® 7490
C58 M:6 Y:90 K:19
R:0 G:178 B:192 L:85 A:3 B:94
HTML 00B2C0
L:66 A:−36 B:−19 10 Canon Orange
R:238 G:175 B:0
5 Canon Blue HTML EEAF00
9
R:0 G:151 B:212 L:78 A:18 B:86
Canon Yellow HTML 009BD4
Pantone® 116
L:59 A:−22 B:−41 11 Canon
C:0 M:14 Y:100 K:4
Deep Orange
R:236 G:122 B:8
HTML EC7A08
8 10
L:64 A:42 B:70
Canon Deep Lilac Canon Orange
Pantone® 2425 Pantone® 7409
C:40 M:100 Y:0 K:30 C:0 M:35 Y:100 K:0
11
Canon Deep Orange

Pantone® 716
C:0 M:63 Y:99 K:0
7
Canon Deep Pink

Pantone® 241
C:35 M:100 Y:0 K:0
Our identity
Colour
Backgrounds
The primary colour palette — and white —

can be used as background colours at full
saturation, with the dominant use being
Canon Light Grey.
1 Canon Light Grey

This is the preferred colour background
selection and used in most instances.
Use of Canon Dark Grey and white provides

pace and flexibility to communications.
2 Canon Dark Grey

3 White
3
1
2
Our identity
Colour
Tinted backgrounds
The supporting colour palette and tints

of the supporting colour palette can be
used as additional colours for backgrounds.
However these colours are only ever used

as 20% tints for backgrounds.

1 Canon Green (20% tint)

2 Canon Deep Blue (20% tint)

3 Canon Aqua (20% tint)

4 Canon Orange (20% tint)
4

5 Canon Deep Pink (20% tint)

6 Canon Yellow (20% tint)
Supporting colour backgrounds are never

to be used as the primary expression. They
5
may be used to add pace to designs or to
1
help online navigation.
6
Our identity
Colour
Don’ts
Welcome to
Canon Red Canon Red within our visual identity system.
the Canon
Do not re-create or alter the colour palette.
C0 C5 Always use the approved colour breakdowns,
M100 M100
Y100 Y100 Annual Report canon-europe.com/brandsite

K5 K5 team (details in section 3.02).
X X X
DON’T DON’T DON’T

Create your own colour breakdowns for any colour Use any supporting colours at 100% saturation Use gradations
within our palette as a background colour
Figure 1. Figure 2.
Data on Q1/2 Data on Q3/4
camera sales camera sales
X X X

Add effects to the colour palette Use multiple colours on a single application Tint the primary palette
Typography
Our identity
Typography
Primary typeface
Typography
Sharing values of the brand personality,
Gotham has an honest personality that’s
assertive, friendly and simple.
1
Gotham is an extensive typeface family
Gotham although we only use the following type
Bold
weights and styles. We never use the
italicised version of any of the weights.
is the written
We mostly use sentence case for all our
communications. The exception being
advertising headlines. See the Advertising
Guidelines for more information.
1 Gotham Bold
Gotham Medium
identity for our

2
2
Gotham 3 Gotham Book

Medium
4 Gotham Light
We use Gotham as our corporate typeface

for all our ‘professional’ publications and
printed literature. To purchase Gotham visit:
spoken word
3
typography.com
Gotham
Book
Typography colour
All our typography is coloured black,
white or Canon Red. Type colour may be
from the supporting colour palette at full
saturation but only on supporting colour
tinted backgrounds (see section 2.44).
4
Gotham Online typeface

Light
Gotham has ScreenSmart fonts that are
designed for the web at text sizes as small
as nine pixels.
Our identity
Typography
System typeface
We use a standard operating system
For office use

typeface called Century Gothic for all
our internal communications. E.g. Microsoft
Word, PowerPoint and Excel and email
communications. This typeface has similar
aesthetic qualities to our professional
typeface Gotham.
We only use the following type weights
we have a
and styles:
1 Century Gothic Bold
2 Century Gothic Regular
We mostly use sentence case for all our

communications. The exception being
typeface called
1
advertising headlines. See the Advertising
Century Guidelines for more information.
Gothic Bold
Century Gothic is pre-installed on the

operating systems of Apple Mac (OSX)
and PC (Windows) and the Microsoft
Office suite of programmes.
Century Gothic
Important Note: In certain circumstances
a 3rd typeface is allowed to be used in
combination with the Gotham font for
creative purposes. All use of ‘Creative/
Disruptive’ font must be approved by Brand
Management first.
Century
Gothic Regular
Our identity
Typography
Styling
Headlines
We have guiding principles for the way
we style our typography.
1 Large headlines (above 24pt)

Choose Gotham Light or Gotham Book.
1 2 Small headlines (below 24pt)
Choose Gotham Light or Gotham Book.
< 24pt (Light) (Book)

3 Sub heads
Choose Gotham Book.
4 Sub heads
Choose Gotham Medium.
2
5 Sub heads
Choose Gotham Bold.
Greater emphasis can be achieved through

3
Sub heads 6
Body copy is the

using a heavier weight in sub-heads.
Body copy
workhorse of any
are for
6
4 Choose Gotham Book.
given application 7 Captions

5
emphasis and is always in

These can be in any additional weight
of Gotham.
Gotham Book 8 Leading and tracking

For copy sizes up to 24pt. The Leading
principle is 105–120% value of the point
size. All copy is tracked to −10pt. Larger
sizes may need tracking to −20pt and
7 8
tighter leading.
Captioning and legal copy
should never be less than
Leading is 120%
Microsoft terminology
5pt and should appear in
Gotham light. of the type size. In Microsoft applications. Standard
typographic terms such as leading,
Emphasis may be achieved
by using additional weights
Tracking is only is called line spacing. Tracking is
referred to as character spacing.
of Gotham.
ever between
Note:
−10pt and −20pt.
Type point sizes are shown larger
for illustrative purposes.
Our identity
Typography
Don’ts
Welcome to Welcome to Welcome to

the Canon Annual

the Canon Annual
Always use the approved version of Gotham
Report the C anon

available to purchase at: typography.com
Report
Annual
Repor t
X X X

Use any other typeface Apply tight tracking or leading values to typography Apply loose tracking or leading values to typography
Welcome toWelcome to WELCOME TO

the Canon the Canon THE CANON
Annual Report
Annual Report
ANNUAL
REPORT
X X X

Use any other weight, style (including italics) Mix Gotham and Century Gothic Use all-caps in headlines or body copy.
of our permitted typefaces The exception being advertising headlines
Circles
Our identity
Circles
Introduction
As part of our graphic language, circles
•
reflect our brand personality.
They invite, intrigue and guide people
3.0
through the stories we wish to tell,
while creating a unique style that
is unmistakably Canon.
Section Their appearance varies and their application

is flexible.
divider
There are three types of circle application:
1 Navigation tab
To highlight headings, primary text or key
information on covers or within spreads.

2 Typographic bullet
To highlight headings or bullets within
body copy.
3 Circles as graphic language

Used to direct the viewer’s focus they
playfully highlight areas of an image; link
information, products and images.
1 2 3
Navigation tab Typographic bullet Visual language
Note:
Examples are for illustrative
purposes only.
Our identity
Circles
Navigation tab
(X) The navigation tab is a solid red, light grey

or dark grey semi-circle which can highlight
document titles, headings or key information.
The tab is equal

The tab helps to increase the presence
of Canon Red in our communications while
1
directing a viewer’s focus to key information.
Centred with cap height
We have specified heights for typical
A-formats. The heights apply for landscape
to the margins
or portrait formats:
• A5: 6 mm
• A4: 8 mm
• A3: 10 mm
The size of the navigation tab is determined

by the format and always bleeds (50%) off
the page.
The minimum clearspace between the

navigation tab and the highlighted text
is the same width as the navigation tab (X).
1 Alignment
The tab aligns centrally to the cap-height
2
of the first line of text. The type size may
vary but the tab does not.
2 Position
Document title The tab may be positioned at any level
or heading on the left edge of the page.
Key information copy
The position of the tab should be considered
along with all the elements of the design.
Note:
Sizes and proportions are for
Our identity
Circles
Navigation tab in use
© Joel Santos
Canon Explorer
Professional
range
Our identity
Circles
Navigation tab don’ts
When creating navigation tabs, follow these

rules to maintain consistency within our visual
identity system.

Professional Professional
range range
Professional
range
X X X

Colour the navigation tab in any colour from the Apply the navigation tab without a headline or key text Break the sizing rules
supporting colour palette
Professional
range Professional Professional
range range
© Joel Santos
Canon Explorer
X X X

Use multiple navigation tabs Break the clearspace rules Use any other shape for the navigation tab
Our identity
Circles
Typographic bullet
• • The purpose of the typographic bullet is to

highlight headings, pull-out copy or quotes.
Bullet 3.0
The bullet may also separate sections or
chapters within body copy, highlight page
numbers, or as a traditional bullet point.
The preferred colour of the bullet is Canon
construction Section
Red. It may be applied in black or white to
increase legibility at small sizes or on dark
backgrounds, where Canon Red is not legible.
The bullet is always a single line space above
divider
the typography at the same size and weight.
1 1 Bullet construction
There are three main applications of the

typographic bullet:
2 2 Section divider
3 Caption

4 Traditional bullet point
•
The PowerShot S series • First bullet point
Delivers professional • Second bullet point
performance and enables • Third bullet point
unlimited creativity in • Fourth bullet point
a compact and convenient • Fifth bullet point
point-and-shoot body • Sixth bullet point
3 4
Our identity
Circles
Typographic bullet in use
Shown is an example of the typographic

bullet in use.
•
3.0
Section
divider
Points to consider
when setting-up your
photography shoot
• Location
• Setting
• Equipment
• Suitable clothing
• Food and water
• Patience
Stuart Lancaster
Spent two weeks scouting his ideal
setting. Talking with locals to ensure
when the time came he was in the best
possible position to document one of
nature’s grandest sights.
Our identity
Circles
Typographic bullet don’ts
•
•
3.0 The PowerShot S series

Delivers professional
The PowerShot S series
performance and enable
Section performance and enable

unlimited creativity in a
compact and convenient
compact and convenient
point-and-shoot body
divider point-and-shoot body
X X X

Apply the typographic bullet in any of the supporting Apply the typographic bullet at a different size Construct a typographic bullet — always use the
colour palette options to the text standard bullet glyph as featured in the typeface
• • ° First bullet point

° Second bullet point
• 3.0 The PowerShot S series
° Third bullet point
Section performance and enable ° Fourth bullet point

compact and convenient ° Fifth bullet point
divider point-and-shoot body
X X X

Apply multiple typographic bullets Treat the typographic bullet as decoration Use any other typographic bullet glyph
without purpose
Our identity
Circles
Graphic language introduction
Circles are used to direct the viewer’s

focus; to link information, products and
images; whilst helping to create intriguing
layout designs.
They are playful, appearing free

and spontaneous.
3
They may be used to:
• Contain short amounts of text

• Direct the reader’s eye to key information
• Act as a backdrop for product logos
or product images
They may also be left empty, acting

as a visual navigation link.
1
The permitted styles of circles are:
1 Solid circle
2 Transparent circle
3 Keyline circle
4 Light circle
For principles on the quantity of circles

to use see section 2.67.
4
Our identity
Circles
Solid circle
Solid circles may be applied in any primary

or supporting colour from the palette.
VB-M42, VB-M42B
Size is flexible but there is a minimum
and maximum size for all formats
• (see section 2.63).
Keep every angle covered The circles may bleed off any format
edge (see section 2.66).
It is important not to over-use the circular

visual language. Therefore we recommend
The VB-M42 1.3 MP PTZ IP not to apply more than five circles
security camera combines (see section 2.67).
a powerful 240x zoom,
excellent low-light capability
and fast auto-focus. Flexible
installation options for indoor
and outdoor use.
Also available in black
• 1.3 MP PTZ IP security camera Product Range

• Powerful 20x optical zoom lens with 12x digital zoom VB-H43 Full HD PTZ camera, VB-M42 1.3MP PTZ
and fast autofocus camera, VB-S30D Full HD ultra-compact PTZ camera,
VB-S31D Full HD ultra-compact PT camera
• True Day / Night and two-way audio
• Superior image quality using Canon DIGIC DV III processor
• Canon DIGIC NET II supports dual H.264 video streams 1.3
JPEG
H.264
60.4° Horizontal
Viewing Angle
Optical
20x Zoom
(up to 30 fps) MEGA 20x

PIXELS
• Superior low-light performance: colour at 0.4 lux and

Min. Day / Night Power Supply Two-Way Intelligent Privacy
mono at 0.02 lux PTZ
Illumination IR cut filter PoE/DC/AC Audio Functions Mask
0.4 lux
• Auto Smart Shade Control (Auto-SSC) improves
foreground objects in bright backlit scenes SD Card IPv6 SSL/TLS AGC Digital Auto IP
Backup IPSec PTZ
• Intelligent Functions and ONVIF v2.4 (Profile S) compliant Recording
• Two colour options: Silver (VB-M42) and Black

(VB-M42B)
Our identity
Circles
Transparent circle
Transparent circles may be applied

in any primary or supporting colour
from the palette.

(see section 2.63).
The circles may bleed off any format


not to apply more than five circles
(see section 2.67).
The circle is achieved by applying the

‘multiplied’ effect in any Adobe application.
• EOS 5D
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venenatis vitae tortor lorem ipsum dolore.

Our identity
Circles
Keyline circle
Keyline circles may be applied in any

primary or supporting colour from
the palette.
Sophie B
The keyline circle is for literature use only.
Canon Explorer
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nec tempus sed, molestie nec lectus. Nunc
EOS-1DX with EF 70-200mm
f/2.8L IS II USM formats is 0.75–1pt. Keylines should be easily
visible, not too thin or too heavy.
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eros, fringilla nec tempus sed, molestie
vitae sapien luctus ullamcorper. nec lectus. Nunc elementum suscipit
tristique. Morbi et nisi vitae sapien.

(see section 2.63).
The circles may bleed off any format


not to apply more than five circles
(see section 2.67).
•8 EOS Professional Range • 2015 •9

Our identity
Circles
Sizing
There is a minimum and maximum size

1 2
for all applications. With the exception
of the light circle.
1 Maximum size
This is determined by the margins of
the shortest edge of the format. This rule
applies to portrait or landscape formats.
2 Minimum size (20mm)

It is important not to reduce the
circle to a size less than 20mm. This
is to differentiate the circle from the
navigation tab.
Maximum size Minimum size

Determined by format shortest edge margins 20mm
Our identity
Circles
Product within circle
80% (X) The circle can act as a holding device for

a product. The product to circle scale is
flexible within a minimum and maximum size.
1 2 4 1 Maximum product size
2 Maximum product size and CTA
3 Minimum product size
4 Circle with product on communication
(X)
60% (X)
(X)
Our identity
Circles
Circle with product
The circle can be used to highlight a product

without holding it entirely. The product and
circle must overlap beyond the edge of an
80% smaller circle within the circle itself.
80% (X) 2
1 Minimum product circle overlap
2 Circle with product on communication
(X)
1
Our identity
Circles
Cropping
The circles must be cropped by at least 10%

of the circle width. No circle may be cropped
any smaller than a quarter-circle. The aim
is to see a circle and not a curve.
Cropping is only applicable to the solid,

keyline and transparent circles.
1 Minimum 10% crop
2 Half crop
3 Maximum quarter crop
The circles may bleed off any edge of the

format at any position. Please ensure you
adhere to the principles above.
1 2 3
Minimum crop Half crop Maximum crop (quarter)

10% of width
Note:
Our identity
Circles
Quantities
We don’t over-use the circle. The majority of

applications may not feature any circles from
the visual language if they appear with the
CAS device.
Only with the introduction of additional pages

(in print or online), would we start to see
more of the circular graphic language.
1 CAS device is present minimum

Do not use circles.
2 CAS device is present maximum

Use a maximum of two circles
in any one style or any two styles.
3 CAS device not present minimum

Use a minimum of one circle in any style,
navigation tab or typographic bullet.
4 CAS device not present maximum

Use a maximum of five circles in any one
style or any two styles.
1 2 3 4
CAS device is present minimum CAS device is present maximum CAS device not present minimum CAS device not present maximum
Note:
Our identity
Circles
Coloured circles and background colour
Always use the permitted colour

combinations for circle and background
colours. Circles should always be 100%
colour from the supporting colour palette.
How to use background colour and

colored circles:
• Primary colour background: Circles should

always be 100% colour from any of the
supporting colour palette.
• 20% tinted background from supporting

colour palette: Circles should always be
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Important Note: For further details on

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permitted coloured circles, please see the

as quo blatemp elesti volo volendis qui odi as quo blatemp elesti volo volendis qui odi as quo blatemp elesti volo volendis qui odi as quo blatemp elesti volo volendis qui odi
odit asit assequi. odit asit assequi. odit asit assequi. odit asit assequi.
supporting colour palette page.
Background colour: Background colour: Background colour: Background colour:

Light grey from primary palette Dark grey from primary palette 20% tint Aqua from supporting palette 20% tint Green from supporting palette
Circle colour: Circle colour: Circle colour: Circle colour:

Yellow from supporting palette Orange from supporting palette Aqua from supporting palette Green from supporting palette
Our identity
Circles
Don’ts

X X X X
•
Full manual control and raw giving you

power over your images
Overlap the circles with the Canon logo. Obscure images with any Canon circle Apply uniform multiple circles as they do not reflect Apply circles over the top of cut out product images
our personality
Nunc elementum suscipit tristique.
Morbi et nisi vitae sapien luctus lorem
velit at commodo. Curabitur egestas
magna nec est convallis, ut dignissim dui
pellentesque. Proin luctus purus a neque
Sophie B quis placerat eu, volutpat eget turpis.

Canon Explorer venenatis vitae tortor lorem ipsum dolore.
Lorem
ipsum etu dolor
sitamet,consectet
uradipiscing elit. Mauristruy
urnamm temmeros, fringilla nec
tempus sed, molestie nec lectus.
Nunc elementum suscipite tristique.
Morbi et nisi vitae sapien luctus lorem
velitum at commodo. Curabitur egestas
magna nec est convallis, ut dignissim
dui pellentesque. Proin luctus purus
a neque pharetra ultricies. Donec
elit eros, blandit quis placerat
eu, volutpat eget turpis.
Etiam nisitellus
Fere unt eates dolum
est quae excest excest
Ta eum ium faceatiorum quaesequi blaborum
ratiunt, cus, sequia nobit alicillia none magnis
magnia sunt re, sunt maionsequam sequi
X X X X rehendel eatiber ferfereperum re doluptae
perum rem aspiet eati to volupit et excearum
DON’T DON’T DON’T DON’T as quo blatemp elesti volo volendis qui odi
odit asit assequi.
Apply too many styles of Canon circles to layouts Apply any Canon circle larger than the recommended Use the circles to contain excessive copy or Use 100% tint secondary colours for backgrounds
to avoid clutter maximum size to avoid appearing like a curve POS information
Our identity
Circles
Light circle
The light circle is only ever applied in

white and is used as a hero device to
highlight the key area of an image.
The scale is flexible within a minimum

and maximum size (see section 2.71).
We only ever use one full light circle.
The light circle is never cropped.
© Richard Walch, Canon Ambassador

Our identity
Circles
Light circle sizing
A light circle is a large single white circle

1 2
with an opacity. It can add a subtle highlight
to areas of an image.
1 Maximum size
Maximum size is determined by
the margins of the shortest edge.
2 Minimum size (50% maximum size)

It is important not to reduce the
circle so that it lacks impact.
Maximum size Minimum size

Determined by format shortest edge margins 50% of the maximum size
Our identity
Circles
Light circle opacity strength
The light circle should act as a faint effect

to highlight the key area of an image.
The opacity strength may vary depending

on the image colour and depth.
On dark images start with a 10% opacity

of white and increase or decrease to create
a subtle effect.
1 4% — too faint
2 10% — OK
3 40% — too heavy
The light circle is intended to appear

large over an image — multiple circles
are not permitted.
Always obtain print tests for every image

1 X 2
where this circle is applied.
3 X
Our identity
Circles
Light circle opacity strength
On lighter photographs it may be necessary

to start with a 50% opacity of white and
increase or decrease to create a subtle effect.
1 40% — too faint
2 60% — OK
3 90% — too heavy
Always obtain print tests for every image

where this circle is applied.
1 X 2
3 X
Our identity
Circles
Light circle in use
•
3.0
Section
divider
01 Voluptaent quas modi

02 Lique plicid quam
03 Consed mi, ut et
04 Recuptae mollupt
05 Matiuntur, officidusda
06 Voluptaent quas modi
07 Adundanstau
08 Matiuficidusda
09 Volupnt quas modi
Lorem ipsum dolore set amet
eros, fringilla nec tempus sed, molestie
tristique. Morbi et nisi vitae sapien.
Lorem ipsum dolore set amet

Lorem ipsum dolor set sit amet, lorem
eros, fringilla nec tempus sed amet.
Photograph:
©Aaronphoto
Professional
range Version 1.2 2.75
Our identity
Circles
Light circle don’ts

X X X
• 18

Apply the light circle with the CAS device Apply a circle that is too faint Apply a circle that is too strong
X X X
• 22 • 27

Apply multiple circles Break the sizing rules Bleed the circle off the page thus creating a curve
Photography and video

As an imaging brand, all Canon photography and video

should be of the highest quality, show interesting visual
perspectives and demonstrate creative use of imaging
technology and techniques.
This section is an overview of the key principles.
For more technical photography and video information
please refer to the photography and video guidelines.
Our identity
Experience photography and video
We live in a world full of experiences with

fascinating and enriching stories, waiting
to be discovered. Our captured experiences
are an invitation to the curious explorer to
pause for a moment, to look deeper, to see.
Challenging convention, precious moments
and discoveries are shared through imagery
that intrigues, delights and provides a new
perspective on the world we think we know.
© Thorsten Milse, Canon Ambassador

Our identity
Experience photography and video
Understanding that experiences activate

diverse senses, the moment captured
must connect emotionally with the audience.
How might it feel, smell, sound or even taste?
The art of capturing experiences is the ability
to take the viewer on a journey of discovery,
inviting them to become part of the moment.
We capture experiences with a sense of open
possibility, allowing imaginations to decide
what came before or what comes next.
Experience photographs should be:
• Dynamic — photographs should never

be bland, but should always be interesting
and unexpected, inviting the customer into
a new world.
• Real — images should always feel
authentic, minimal retouching is acceptable
but avoid excessive Photoshop effects.
• Inviting — there should always be a strong
sense of depth with a background and
foreground, where possible.
These principles apply to the following

types of imagery:
•
Brand Imagery
•
Sample Imagery
•
Campaign Imagery
•
Stock Imagery
•
Event Imagery
Video Types:
•
PR Videos
•
Instore Videos
•
TVC
•
Product Video
•
Sample Video
Our identity
Product photography
anon products should be realistically

C
photographed with minimal digital
manipulation. This ensures an open
and honest photography and video style.
Products may be shot in actual, imperfect

surroundings, grounding the product by
showing a ‘real’ experience. The result being
products feel more attainable whilst telling
stories which highlight the product benefits.
When people are shown with the product,

the purpose is for that person to add context.
The product is hero.
Our identity
Product photography
Canon products should be shot

in the following styles:
1 Packshot
On a solid background or with
clipping path.
2 Beauty
Interesting angles, well lit.
3 Lifestyle
Product with people.
4 Ambient
Product in usage environment.
1 2
3 4
Our identity
Photography and video don’ts
Our visual style is as rich and varied as the

experiences we aim to capture. However
certain images and effects are off-brand
and should never be used.

Always use approved photography, available

on the brandsite:

X X X X

Choose to force the narrative Choose staged images with people or product lifestyle Choose obvious and clichéd images — we are explorers Use circles to crop or hold images.
imagery.
X X X

Choose flat images — photographs should have depth Choose bland images. Photographs should Use excessive image manipulation.
be intriguing and stimulating Creative Commons © Nicolas Raymond (freestock.ca)
Our identity
General rules
General guidelines Stock images Retouching

All images should be shot on a Canon • All stock images must be shot on • Agency images — retouching is only
camera and using a Canon lens. a Canon camera and using a Canon lens allowed if it is essential to the final image.
• The image and its quality must be However, the final image must retain a real
Always a representative sample of the camera/ and honest feel and not be so retouched
• Shoot at maximum resolution and product that it is intended to illustrate that it begins to look like it has been
the lowest possible ISO • Ensure the agreed usage rights are created in Photoshop or via CGI.
• Ensure the image is a true representation obtained at the time of purchase, and • Other Canon produced imagery —
of the products’ capabilities that these details are entered into Kura Retouching should be limited by the
• Ensure that images do not suffer from possibilities within DPP, Digital Photo
colour casts or lens flare that could be Restrictions Professional, Canon’s own image
construed as optical imperfections All images should be legal, decent, honest processing software, and with the
• Be aware of religious references and and truthful and should reflect a sense of permission of the photographer.
culturally sensitive issues responsibility to consumers and to society.
Content with references to tobacco, alcoholic Ambassadors, Explorers & Masters
Don’t drinks, nudity, gambling, weapons and •
No retouching or alteration except with
• Vignette politics is not permitted. the permission of the photographer.
• Reverse images — unless agreed or • Credit the photographer on all images
deemed necessary and never reverse The exception to this rule is photography with the copyright symbol & title. eg. “©
images containing text or famous people in marketing materials aimed at professional Brent Stirton, Canon Ambassador” with
• Show other company branding and photographers. For example Canon the permission of the photographer.
especially not ones that conflict with Professional Network (CPN).
Canon brand values For further guidance please refer to
For CPN, reportage photography can be the photography and video guidelines.
used which may be more journalistic than
our other images. Please choose these
images wisely.
Iconography
Our identity
Iconography
Icon style
Icons use a simple clean vector style and

can be either outline, solid or a combination
of the two. As well as icons, we can also use
Helvticons, Boldicons & Glyph Icons in
Canon communications.
All icons are fixed artworks and solids

should not be converted to outline by users.
All icons should appear in a Canon primary

colour wherever possible.
Icons Helveticons
Our identity
Iconography
Iconography colourways
This page shows the permitted colourways

for iconography when used in infographics.
All iconography should appear in a Canon

1 2 1 2 primary colour as a default but Canon
secondary colours are also permitted to
add depth and variety to infographics as
an accent colour.
Iconography single colours
1 Canon dark grey
2 Canon light grey
3 White
4 Black
3 4 3 4
Icons Helveticons
Our identity
Iconography
Iconography accent colour
All iconography should appear in a Canon

primary colour as a default but Canon
secondary colours are also permitted to
add depth and variety to infographics as
an accent colour.
Iconography accent colours

(primary colour + one secondary colour)
Permitted primary colours
Canon Dark Grey

Canon Light Grey
White
Black
For primary colour palette please see

section 2.41.
Permitted secondary colours
Canon Yellow
Canon Deep Aqua
Canon Aqua
Canon Deep Blue
Canon Blue
Canon Deep Green
Canon Green
Canon Deep Orange
Canon Orange
Canon Deep Lilac
Canon Deep Pink
For supporting colour palette please

see section 2.42.
Accent colours should always appear

at 100% opacity – never as tints.
Our identity
Iconography
Infographics style A
Style A shows the Infographics appearing

unboxed, placed on top of a flat primary
MAKE YOUR Fere unt eates dolum
est quae excest excest
colour background.
EMPLOYEES This is recommended and should always be
WORK the default version without a surrounding box
SMOOTHLY Ta eum ium faceatiorum quaesequi
blaborum ratiunt, cus, sequia nobit
– this clean, purist yet free approach is most
faithful to the new Canon style.
alicillia none vuilo magnis magnia sunt
re, sunt maionsequam sequi.
adipiscing elit, sed do eiusmod tempor
Canon enriches
incididunt ut labore et dolore magna aliqua.
Ut enim ad minim veniam, quis nostrud
lives and businesses exercitation ullamco laboris nisi ut aliquip.
through imaging LOREM IPSUM DOLOR SIT AMET
Our Focus
43%
Lorem ipsum dolor sit amet,
magnia sunt re, sunt maionsequam sequi rehendel consectetur adipiscing elit,
eatiber ferfereperum re doluptae perum rem sed do eiusmod tempor
aspiet eati to volupit et excearum as quo blatemp incididunt ut labore et
elesti volo volendis qui odi odit asit assequi. dolore magna aliqua. Ut dolore laboris
enim ad minim veniam. magna nisi ut
aliqua aliquip
LOREM IPSUM DOLOR SIT AMET
Maionsequam sequi eum

ium faceatiorum quaesequi
ium faceatiorum quaesequi 23% sed eiumod
tempor incididunt utet
blaborum ratiunt, cus, sequia blaborum ratiunt, cus, sequia blaborum ratiunt, cus, sequia
nobit alicillia none magnis nobit alicillia none magnis nobit alicillia none magnis dol ore magna aliqua.
magnia sunt re. magnia sunt re. magnia sunt re.
29% sed eiumod

dol ore magna aliqua.
Maionsequam sequi eum Maionsequam sequi eum Maionsequam sequi eum

ium faceatiorum quaesequi ium faceatiorum quaesequi ium faceatiorum quaesequi Labore et dol Labore et dol Labore et dol
nobit alicillia none magnis nobit alicillia none magnis nobit alicillia none magnis
58% 40% 4in10

sed do eiusmod tempor sed do eiusmod tempor sed do eiusmod tempor
incididunt ut labore et incididunt ut labore et incididunt ut labore et
dol ore magna aliqua. dol ore magna aliqua. dol ore magna aliqua.
Our identity
Iconography
Infographics style B
Style B shows a coloured box that contains

the icons if legibility would be an issue with
MAKE YOUR the background or to create pace and
EMPLOYEES Fere unt eates dolum
section infographics.
WORK est quae excest excest

When colouring boxes and backgrounds
SMOOTHLY grey (light and dark) is used as the default
Ta eum ium faceatiorum
quaesequi blaborum
ratiunt, cus, sequia nobit
alicillia none vuilo magnis background colour. If further colours are
magnia sunt re, sunt
maionsequam sequi. required for a background it should be a 20%
tint of a secondary colour and should match
Canon enriches incididunt ut labore et dolore magna aliqua.
lives and businesses

exercitation ullamco laboris nisi ut aliquip. the colour of the box (which would always be
through imaging a 100% tint).
Our Focus
43%
magnia sunt re, sunt maionsequam sequi rehendel consectetur adipiscing elit,
eatiber ferfereperum re doluptae perum rem sed do eiusmod tempor dolore laboris
aspiet eati to volupit et excearum as quo blatemp dolore magna aliqua. Ut magna nisi ut
elesti volo volendis qui odi odit asit assequi. enim ad minim veniam. aliqua aliquip

23% sed eiumod
blaborum ratiunt, cus, sequia blaborum ratiunt, cus, sequia blaborum ratiunt, cus, sequia dol ore magna aliqua.
29% sed eiumod


ium faceatiorum quaesequi ium faceatiorum quaesequi ium faceatiorum quaesequi
blaborum ratiunt, cus, sequia blaborum ratiunt, cus, sequia blaborum ratiunt, cus, sequia LOREM IPSUM DOLOR SIT AMET
magnia sunt re. magnia sunt re. magnia sunt re. Labore et dol Labore et dol
Labore et dol
58% 40% 4in10

Our identity
Iconography
Infographics style C
In some instances infographics can also

be placed on top of images. Care should
Canon enriches
MAKE YOUR be taken to make sure that legibility of
through imaging EMPLOYEES information is maintained.
WORK Where possible low contrast, dark images

SMOOTHLY
Our Focus
should be selected so that the content can be
magnia sunt re, sunt maionsequam sequi rehendel
eatiber ferfereperum re doluptae perum rem
reversed out of the image.
aspiet eati to volupit et excearum as quo blatemp
elesti volo volendis qui odi odit asit assequi. Lorem ipsum dolor sit amet, consectetur
exercitation ullamco laboris nisi ut aliquip.
43%
consectetur adipiscing elit,
sed do eiusmod tempor
incididunt ut labore et
dolore magna aliqua. Ut
enim ad minim veniam.
dolore laboris
magna nisi ut
aliqua aliquip
NOT SURPRISING
LOREM IF: SIT AMET
IPSUM DOLOR

23%
blaborum ratiunt, cus, sequia blaborum ratiunt, cus, sequia blaborum ratiunt, cus, sequia sed do eiusmod tempor
nobit alicillia none magnis nobit alicillia none magnis nobit alicillia none magnis incididunt ut labore et
29%
Labore et dol Labore et dol Labore et dol
58% 40% 4in10

Our identity
Iconography
Infographics check list
Although we encourage creativity and

appreciate the need for a flexible system
when creating new infographics, always
consider the following elements when
creating an infographic:
1 Circles
Always ensure the circle has a purpose in
directing the eye through an infographic.
2 Legibility
Consider a good clear space around icons
Canon enriches and scale them to an appropriate size to
maintain legibility.
through imaging 3 Accent colour
Keep the accent colour of all icons
consistent across an infographic.
Our Focus
2 Ta eum ium faceatiorum quaesequi blaborum
ratiunt, cus, sequia nobit alicillia none magnis 4 Logo
magnia sunt re, sunt maionsequam sequi rehendel
eatiber ferfereperum re doluptae perum rem Always display the Canon logo on stand
aspiet eati to volupit et excearum as quo blatemp
elesti volo volendis qui odi odit asit assequi. 5
alone infographics
5 Background colour
Use Canon primary colours where
possible, or use 20% tints of selected
accents colour for background.

4
Our identity
Iconography
Colour sets
Occasionally, in order to allow for flexibility

and differentiation within infographics and
MAKE YOUR charts etc. extra colours are permitted
EMPLOYEES within layouts.
WORK However, accent colours should only be used

SMOOTHLY if they compliment each other well. With this
principle in mind please follow the guidance
below to create additional colour sets:
exercitation ullamco laboris nisi ut aliquip. Colour set 1
Canon Yellow
43% Canon Deep Orange
Canon Orange
dolore magna aliqua. Ut
enim ad minim veniam.
Colour set 2
dolore laboris
magna nisi ut
aliqua aliquip
Canon Deep Aqua
LOREM IPSUM DOLOR SIT AMET Canon Aqua
Canon Deep Blue
23% Canon Blue
Colour set 3
29%
incididunt ut labore et Canon Deep Aqua
Canon Aqua
LOREM IPSUM DOLOR SIT AMET Canon Deep Green

Canon Green
Colour set 4
Canon Deep Lilac

Canon Deep Pink
58% 40% 4in10

Our identity
MAKE YOUR Iconography
EMPLOYEES Don’ts
WORK
SMOOTHLY
43%
dolore magna aliqua. Ut dolore laboris
aliqua aliquip
23% sed eiumod

29% sed eiumod

X X X
DON’T DON’T 58% 40% 4in10 DON’T

Use multiple accent colours within the same infographic Use toosed many accent
do eiusmod tempor
incididunt ut labore et colours within
incididunt ut labore et ased layout –et
do eiusmod tempor
incididunt ut labore Colour entire icons using secondary colours
stick to colour sets (page x)
MAKE YOUR
EMPLOYEES
WORK
SMOOTHLY
43%
dolore magna aliqua. Ut dolore laboris
aliqua aliquip
23% sed eiumod

X X X
29% sed eiumod
DON’T tempor incididunt utet
DON’T DON’T
Use 100% tint secondary colours for backgrounds Outline the supplied icons in any way Tint accent colours – accent colours should appear
LOREM IPSUM DOLOR SIT AMET at 100% opacity
58% 40% 4in10

•
3
Support
Artwork files
• •
Print Screen
Canon Red CAS Device Canon Red CAS Device

CanonRed_CAS_CMYK_Aqua.ai CanonRed_CAS_RGB_Aqua.ai
CanonRed_CAS_CMYK_Blue.ai CanonRed_CAS_RGB_Blue.ai
CanonRed_CAS_CMYK_Green.ai CanonRed_CAS_RGB_Green.ai
CanonRed_CAS_CMYK_Pink.ai CanonRed_CAS_RGB_Pink.ai
CanonRed_CAS_CMYK_Yellow.ai CanonRed_CAS_RGB_Yellow.ai
CanonRed_CAS_SPOT_Aqua.ai CanonRed_CAS_RGB_Aqua.png
CanonRed_CAS_SPOT_Blue.ai CanonRed_CAS_RGB_Blue.png
CanonRed_CAS_SPOT_Green.ai CanonRed_CAS_RGB_Green.png
CanonRed_CAS_SPOT_Pink.ai CanonRed_CAS_RGB_Pink.png
CanonRed_CAS_SPOT_Yellow.ai CanonRed_CAS_RGB_Yellow.png
White CAS Device White CAS Device

White_CAS_CMYK_Aqua.ai White_CAS_RGB_Aqua.ai
White_CAS_CMYK_Blue.ai White_CAS_RGB_Blue.ai
White_CAS_CMYK_Green.ai White_CAS_RGB_Green.ai
White_CAS_CMYK_Pink.ai White_CAS_RGB_Pink.ai
White_CAS_CMYK_Yellow.ai White_CAS_RGB_Yellow.ai
White_CAS_SPOT_Aqua.ai White_CAS_RGB_Aqua.png
White_CAS_SPOT_Blue.ai White_CAS_RGB_Blue.png
White_CAS_SPOT_Green.ai White_CAS_RGB_Green.png
White_CAS_SPOT_Pink.ai White_CAS_RGB_Pink.png
White_CAS_SPOT_Yellow.ai White_CAS_RGB_Yellow.png
Contacts
For any questions or queries please contact

the Canon EMEA brand management team.
•
Canon EMEA brand management team
Subbaiah Kuttanda
Subbaiah.Kuttanda@canon-europe.com
Peter Morris
Peter.Morris@canon-europe.com
Richard Sceats
Richard.Sceats@canon-europe.com
•
For brand assets and detailed information
visit canon-europe.com/brandsite
© Canon Europa N.V. 2014

Canon Core Visual Identity Guidelines June 2015 - MR - tcm220 1197400

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•

Introduction Canon represents an invitation.

Our identity is at the heart of this

This document is your resource

Consumers are creating images like To deliver our promise, we are

© Brent Stirton, Canon Ambassador

Our brand model defines what our brand

Dynamic Like the everyday explorer,

Our tone of voice must always Consumers We stimulate and excite

We must adapt our messages and We don’t hide behind corporate-

Being inviting, dynamic and • We’re not intimidating; we’re

• We look for the excitement

Intriguing experiences and

© Brent Stirton, Canon Ambassador

© Thorsten Milse, Canon Ambassador

Our system is simple yet endlessly

These are the key elements

2 Come and See device

6 Photography and video

These guidelines are intended as a guide

Canon Danmark A/S

Opdag nye kilder til øget værdi på

En personlig hilsen fra:

SALES SHEET TEMPLATE 2

CN20x50 IAS H E1/P1

• Removable servo drive unit

• Extensive lens communication options

• 26 EOS Professional Range • 2015 • 27

Our visual identity is applied across multiple media

This framework provides structure to

Print It illustrates the key touch points for each

• Full bleed experience photography

• Product photography with

A housing estate in Essex. 11.15pm

BIG IDEAS FOR

Knud Højgaards Vej 1

tag var tyd

ke s a e non pharetra. Donec condimentum lacus porttitor pretium

Dav Lorem ipsum dolor sit amet, consectetur adipiscing elit.

En personlig hilsen fra:

•2 EOS Professional Range • 2015 •3

Recycling and Professional range

Canon en het Rode Kruis

Full manual control and raw giving you

• 22 EOS Professional Range • 2015 • 23

L’imagePROGRAF iPF610 est ut dui. Sed lorem ultrices gravida mauris

24” idéale pour imprimer des

• Alimentation multiple pour une impression polyvalente, IMPRESSION

• Compatibilité avec HP GL/2 et HP RTL et module

• OLED display; improved EVF

• Built-in WiFi and remote control options

*Face Detection AF available with Canon EF-S STM lenses

The CAS device should play a role in all

The ‘come and see’ fits well with a customer

Claim code Registration number

DAY InstrUCtIOns FOr aCtIVatIOn anD UsE

The ‘come and see’ idea would be diluted

Standard On-Site Next day On-site

if it appears on a warranty document or

something else factual or functional.

invitational or emotional aspects.

Easily print, copy, scan and

allow functions to be shared Number of Trays: 2

Being inviting, dynamic and • We’re not intimidating; we’re

• We look for the excitement

2 Come and See device

6 Photography and video

• Full bleed experience photography

• Product photography with

1 Canon Red logo

2 Canon White logo

1 Minimum exclusion zone

Logo width (Z) 2 Divide (Y) by 10 to achieve (Z)

3 Use (Z) to calculate logo width

1 Canon Red logo

1 Canon Red CAS device

2 White CAS device

2 Black mono version

4 Small accent circle

1 Blue (small accent circle)