A final brand and visual identity for Nikon. Consolidating their values and value propositions which they have littered throughout their current identities.
Nikon currently has different faces between their consumer and health departments. With identity disconnects even within the same department.
The rebrand to Apollo borrows values from the Greek god Apollo, the god of truth, prophecy, music and arts, healing, and light. These concepts perfectly align with Nikon’s values, such as their eye towards the future and their focus on improving quality of life through society and culture. The concepts also align with the use of their products (i.e. Healthcare), and the medium in which they work in (i.e Light).
The final brandmark utilises the symbol of a lyre to represent the congruent values of the Greek god Apollo, and to represent society and culture. The three rays that shine through the lyre represent the brand’s ‘light‘ or ‘change‘ that shine through to improve the quality of life through society and culture. The triangle shape created by the rays also reference the refraction of white light through a prism into a rainbow, representing values of change, creativity, and innovation. All while relating back to the brand’s focus and medium of
optics and imaging.
optics and imaging.
