Nikon Introduces Brand Statement for Imaging Company
- "At the heart of the image" -
July 22, 2003
TOKYO, July 22, 2003 - Nikon Corporation (President: SHIMAMURA, Teruo) has introduced a brand statement for the Nikon Imaging Company (President: KIMURA, Makoto) - "At the heart of the image." Announced today, the statement provides even further distinction to the Nikon brand, already one of the best known in the camera and digital imaging equipment business.
Starting today, a series of communications from the Nikon Imaging Company will display the brand statement with Nikon's new brand symbol. The sharply focused statement, adopted worldwide, is expected to enhance understanding of Nikon's significance for the imaging business.
The introduction of the brand statement adds momentum to the Nikon Group's new initiative in the imaging business, linking the three key areas of "product strategy," "marketing communications," and "employee awareness". The Nikon Imaging Company will take advantage of the occasion to distinguish itself in the imaging market and add new value to the Nikon brand.
Background
The Nikon Group introduced a new brand symbol in March 2003, announcing a united, group-wide effort to strengthen the Nikon brand.
With the new Nikon Group brand strategy, the time was right for Nikon to articulate a new approach to business at the Nikon Imaging Company.
The Nikon Imaging Company's business includes a wide range of world-class products, from high-end SLR cameras to consumer digital cameras and peripheral equipment. Nikon aims to enhance the presence of the company as a supplier of imaging hardware and software for the growing digital photography market.
The new brand statement is designed to ensure that customers around the world fully understand the promise of Nikon Imaging Company products and services, and to further increase recognition of the Nikon brand.
Brand Statement
- Aspirations Expressed by the Statement
"At the heart of the image" describes the Nikon Imaging Company's aspiration to contribute to the richness and diversity of human sensibility by creating new value for the image. The company will continue to build on the strong Nikon reputation for unparalleled quality and reliability. It adds to this a new ambition to make dreams come true for customers by providing products and services that ignite a passion for life. The new statement, with "heart" front and center, offers customers a special sense of affinity with the Nikon brand.
- Visual Design
The visual appearance of the brand statement logo elicits synergies with the wording to evoke the new passion and commitment of the Nikon Imaging Company.
- The information is current as of the date of publication. It is subject to change without notice.