2003 Into the light

NPhoto - - Feature -

For years, Nikon had stuck with the high-vis com­bi­na­tion of black lo­go­type on yel­low, but 14 years ago it up­graded this to in­clude the ’se­quen­tial rays’ mo­tif.

So, what feel­ings does the ray-based graphic treat­ment stir in you? If they’re along the lines of ’in­fi­nite pos­si­bil­ity’ and an ’un­leash­ing of the power of imag­i­na­tion turned into ac­tual prod­ucts and ser­vices’, then Nikon’s brand mar­ket­ing team has done its job.

Nikon’s ‘At the heart of the im­age’ tag line was in­tro­duced to ex­press three prom­ises to the world: to de­liver the essence of the im­age (‘Be true to the heart’); to in­spire a new pas­sion for life with the im­age (‘Ig­nite the heart’); to make the world’s dreams for the im­age come true (‘In­vent for the heart’).

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