Melville, N.Y. – Canon U.S.A. introduced its “Canon See Impossible” branding effort, which is designed to inspire customers to “see impossible with Canon products.”
The effort, part of Canon’s companywide marketing initiative, will roll out a new logo that includes the addition of the “Canon See Impossible” tagline. It will be accompanied by a 3-D visual of an expanding box “symbolizing the company’s desire to break the boundaries of what is possible and shift the focus from Canon as being solely a manufacturer of quality digital imaging products to a company that empowers the creative spirit within its people and customers,” the company said.
Canon said the light within the borderless box icon is central to the branding effort and represents the company’s dedication to building new collaboration paths with consumers and commercial clients to constantly innovate and to challenge convention.
“As the next chapter in the company’s long history unfolds, Canon is working to listen, adapt, and build a prescient understanding of the changing market forces it faces today and the opportunities they present,” the company said.
The campaign creative is featured on seeimpossible.usa.canon.com, which serves as a digital hub for consumer, professional, and commercial stories on innovative end-user applications of Canon imaging technology.
“As a technology-based brand, Canon is constantly challenged to empower its customers in today’s high-tech and fast-paced world in which new apps and innovations are launching every single day,” said Canon USA chairman/CEO Joe Adachi. “With imagination and customer focus at the core of the Canon business model, ‘Canon See Impossible’ will highlight the combined technological innovation and human ingenuity that makes the impossible possible. Our new rallying cry will extract creative thinking from a place of isolation, encourage exploration of the unknown, and showcase our creativity as it impacts the real world with limitless possibilities,” he said.
Elements of “Canon See Impossible” will be launched through print, digital media, and live events and will run on various video media platforms starting in the fourth quarter as part of a multi-year effort.