NIKON IDENTITY
Graphis New Talent Annual 2024, Silver Award

Brand Identity, Merchandise, Sequential Design

Nikon is a renowned leader in imaging and optics, known for its precision engineering and cutting-edge technology. However, its brand identity feels outdated and primarily caters to professional photographers, making it less accessible to beginners. A rebrand was necessary to refresh its image while maintaining its legacy of excellence.

Translating Nikon’s precision into a modular system reinforces clarity, consistency, and versatility.

By modernizing its identity, this rebrand bridges Nikon’s legacy of innovation with a more friendly image—making it accessible to photographers of all levels. This project affirms that design, like photography, is a tool for accessibility. It frames stories and evokes emotions.

Logo

The Nikon logomark is inspired by the idea of “capturing an image.” The ‘O’ in Nikon represents the viewfinder of a camera, a frame, or can be used as an image container.

Branding Guideline

The Nikon branding guidelines establish how the logotype and identity system can be utilized. It consists of logo lockups, typography, color system, photography, posters, stationery, and other applications.

Signage

The logo establishes a bold presence, enhancing visibility and ensuring brand recognition across all signage.

Corporate Identity Collateral

This stationery set demonstrates Nikon’s branding system through a minimalist approach. It utilizes grid structures, clean typography, and a focus on professionalism and readability.

Exhibition Merchandise

These merchandise were created for Nikon events and exhibitions, offering attendees branded keepsakes.

Institutional Posters: The World is Your Studio

Nikon's branding system is built on modularity and flexibility, leveraging a square grid to capture the essence of photography. Inspired by legendary photographers who masterfully frame their subjects, the square serves as a visual framing device, directing focus to key elements within an image. Guided by the Nikon logomark, this approach seamlessly blends artistic expression with Nikon’s renowned technical precision, enhancing both the impact and storytelling of each photograph.

Exhibition Posters: Panorama, Monovisions, Luminalens
Photo Contest Exhibitions, Powered by Nikon

This poster, designed for Nikon’s photo contest exhibition, reinforces the brand’s identity with a bold, maximal approach—leveraging its signature color palette, structured square grid system, and a strong emphasis on striking photography.

Photo Contest Exhibition Walls

These exhibition wall designs bring Nikon’s branding to life in a physical space, enhancing engagement and brand recognition. By partnering with exhibitions, Nikon fosters deeper connections with photography enthusiasts while reinforcing its reputation for innovation and excellence.

Promotional Posters

These posters promote the Nikon Z8 camera, highlighting its ability to capture micro and macro details. Utilizing the logomark as a framing device, the posters emphasize the camera’s sharp focus and dynamic range.

Website Design (Light and Dark Mode)

Photography and Image Sources
Steven Sebring, Irving Penn, Hiroshi Sugimoto, Henri-Carter Bresson, Wang Chuan, Austin Garcia, and Tiago Magalhães