canon advertising guidelines
DESCRIPTION
manuale d'uso, Canon advertising guidelinesTRANSCRIPT
• Canon Advertising GuidelinesVersion 108.2014
• 1Our advertising
• 2Specifications
• 3Support
1.01 At a glance
• Advertising lock-up
1.03 Primary versions1.04 Single colour
versions1.05 Exclusion zone
and minimum size 1.06 Call to action1.07 Default Canon
Red CAS versions1.08 Canon Red CAS
options1.09 White CAS
versions1.10 Sympathetic
colour
• Typography1.12 Primary typeface1.13 System typeface1.14 Styling1.15 Curved type
in advertising1.16 Don’ts
• Three states1.18 Introduction1.19 Overview
2.01 Introduction2.02 48 sheet:
Dreaming2.03 6 sheet:
Dreaming2.04 Double page:
Dreaming2.05 Single page: Dreaming2.06 6 sheet:
Exploring2.07 Single page:
Exploring2.08 6 sheet:
Locating2.09 Single page:
Locating2.10 Single page:
Cashback promo advert
2.11 Partner / sponsorship logo positioning
2.12 Don’ts
3.01 Contacts
Important note: This document should be read in conjunction with the Canon Visual Identity Guidelines document.
Canon Advertising Guidelines Version 1
This document is your resource for reproducing our identity in advertising. It contains all you should need to create a consistent look and feel across all ATL communications. Refer to the Canon visual identity guidelines for greater detail on our identity.
Canon Advertising Guidelines Version 1
• 1
Our advertising
Canon Advertising Guidelines
1.01 Our advertisingAt a glance
Our advertising ranges from impactful experience billboards to product and promotional advertising.
This page illustrates our new advertising creative at a glance. Detailed guidance around how the system works can be found in this section.
Three states consumer mindsetsPlease note, we have a framework that provides structure to all our communication efforts, advising where we communicate, what and how.
We call it the ‘Three states’.
It illustrates the key touch points for each consumer mindset (dreaming, exploring, locating) across the whole brand experience.
• Dreaming Inspiring brand-led experiences
• Exploring Informative range benefit-led experiences
• Locating Transactional product-led experiences
Please refer to pages 1.18 –1.19 for guidance on how this affects our advertising creative.
1 Outdoor 48 sheet (Dreaming)
2 Outdoor 6 sheet (Exploring)
3 Double page press (Dreaming)
4 Single page press (Locating)
1
4
2
3
just around the corner from the cathedral in florence…
search: canon come and see
SWEAT. DUST. BLOOD.THE CANON DIGIC PROCESSOR BRINGS OUT THE FINEST DETAIL OF YOUR PHOTOGRAPHS.
Search: Canon come and see
Florence.
A hot weekend in June.
The Ponte Vecchio; Il Duomo; the Uffizi.
More than 200 churches.
The sights were bella.
They were also busy. But I knew that slap
bang in the middle of all this
was a less discovered side to the city,
a living picture of how Florence used to be;
blood-splattered, tribal, brutal
– and dressed in exotic pantaloons.
The Calcio Storico; ‘Historic football’.
Teams of 27 men fighting – literally – for the
honour of their neighbourhood.
Football? Foot-fist-and-headbutt-ball,
more like.
Search: Canon come and see
moments LAteR tHese DeeR PoPPeD UP In A LIVInG Room 200 mILes AWAY.
the Canon Hauge printer with PIXmA Cloud Link means you can now print from almost anywhere. this powerful and compact All-In-one combines exceptional print, copy and scanning functions with cloud connectivity. Print photos from Facebook. scan straight to email. or print easily from your smartphone or tablet. And with individual ink tanks, you only need to change the colour that runs out, meaning less cost and less waste.
PRoDUCt LoGo search: Canon come and see
Canon Advertising Guidelines Version 1
Advertising lock-up
Canon Advertising Guidelines
1.03 Our advertising Advertising lock-upPrimary versions
1 2
There are two versions of the advertising lock-up. They have been created to ensure maximum legibility when applied to light or dark backgrounds.
1 Canon Red advertising lock-up To be applied to light coloured or
light photographic backgrounds. The CTA always appears in black on the red version.
2 White advertising lock-up To be applied to dark coloured or
dark photographic backgrounds.
The advertising lock-up can appear with or without the CTA (Search: Canon come and see) depending on the advert content.
Choose a CAS device colour version that is sympathetic to the photograph (see page 1.08) or the composition of your application.
For a complete understanding of the CAS device principles and application, see the Canon Visual Identity Guidelines document.
Search: Canon come and see Search: Canon come and see
Canon Advertising Guidelines Version 1
1.04Our advertising Advertising lock-upSingle colour versions
1 2
For single colour executions of the advertising lock-up we permit the following.
2 Black mono version For use on light mono backgrounds.
3 White mono version For use on dark mono backgrounds.
The advertising lock-up can appear with or without the CTA (Search: Canon come and see) depending on the advert content.
Search: Canon come and see Search: Canon come and see
Canon Advertising Guidelines Version 1
1.05Our advertising Advertising lock-upExclusion zone and minimum size
The advertising lock-up should always be prominent and legible. The exclusion zone prevents other elements being placed too close to the lock-up. It is equal to the Canon logotype x-height.
1 Minimum exclusion zone This is the minimum amount of space that
should be left clear around the advertising lock-up. Whenever possible leave more space than the minimum permitted.
2 Minimum size For print, the minimum recommended
size of the advertising lock-up is 46mm wide. Online, the minimum recommended size is 130 pixels wide.
1
Exclusion zone equal to ‘Canon’ x-height
(X)
(X)
(X)
46mm / 130px
2
Canon Advertising Guidelines Version 1
1.06Our advertising Advertising lock-upCall to action
The call to action or URL address is aligned to the advertising lock-up. It must adhere to the exclusion zone as shown here. It is always aligned-right to the edge of the lock-up.
As a guide the type size should be the same as the ‘and’ in the advertising lock-up. Always ensure the type size is clearly legible, but does not dominate the lock-up.
1 Call to action (CTA) The CTA may be in black or white only
(white on white lock-up, black on red lock-up).
(Y)
Maximum CTA length
Search: Canon come and see
(Y)
1
Call to action (CTA)
Canon Advertising Guidelines Version 1
1.07 Our advertising Advertising lock-upDefault Canon Red CAS versions
There are five default versions of the Canon Red CAS device, shown here without the Canon logo.
The colour of the small accent circle is a highlight, the large accent circle is a deeper hue. Both colours are from the Canon supporting palette.
Further guidance on the selection of your CAS device is covered on page 1.08.
1 Green
2 Aqua
3 Blue
4 Pink
5 Yellow
1
Canon Red CAS device with Canon Green and Canon Deep Green accents
2
Canon Red CAS device with Canon Aqua and Canon Deep Aqua accents
3
Canon Red CAS device with Canon Blue and Canon Deep Blue accents
4
Canon Red CAS device with Canon Deep Pink and Canon Deep Lilac accents
5
Canon Red CAS device with Canon Yellow and Canon Deep Orange accents
Canon Advertising Guidelines Version 1
1.08 Our advertising Advertising lock-upCanon Red CAS options
There may be instances when either of the five default Canon Red CAS devices are not suitable for use. (For instance; on photographic backgrounds.)
The colour of the small accent circle remains the same for each of the options.The large accent circle may change.
Further guidance on the selection of your CAS device is covered on page 1.08.
The colours available for each version of the Canon Red CAS device are:
1 Green Canon Deep Blue Canon Orange Canon Deep Lilac Canon Orange Canon Deep Aqua
2 Aqua Canon Deep Blue Canon Orange Canon Deep Lilac Canon Orange Canon Deep Green
1
Canon Red CAS device with Canon Green
2
Canon Red CAS device with Canon Aqua
3
Canon Red CAS device with Canon Blue
4
Canon Red CAS device with Canon Deep Pink
5
Canon Red CAS device with Canon Yellow
3 Blue Canon Orange Canon Deep Lilac Canon Orange Canon Deep Green Canon Deep Aqua
4 Pink Canon Deep Blue
Canon Orange Canon Orange Canon Deep Green Canon Deep Aqua
5 Yellow Canon Deep Blue
Canon Deep Lilac Canon Orange Canon Deep Green Canon Deep Aqua
Canon Advertising Guidelines Version 1
1.09Our advertising Advertising lock-upWhite CAS versions
There are five default versions of the white CAS device, shown here without the Canon logo.
The colour of the small accent circle is a highlight, the large accent circle is Canon Red. Both colours are from the Canon colour palette.
Further guidance on the selection of your CAS device is covered on page 1.08.
1 Green
2 Aqua
3 Blue
4 Pink
5 Yellow
Note:There may be very rare instances when the application of the primary CAS devices (Canon Red and white) are not suitable for the photograph chosen. For instance, when the photograph features lots of red. In this instance use the mono CAS device version.
1
White CAS device with Canon Green and Canon Red accents
2
White CAS device with Canon Aqua and Canon Red accents
3
White CAS device with Canon Blue and Canon Red accents
4
White CAS device with Canon Deep Pink and Canon Red accents
5
White CAS device with Canon Yellow and Canon Red accents
Canon Advertising Guidelines Version 1
1.10Our advertising Advertising lock-upSympathetic colour
Choose a CAS device colour version that is sympathetic to the photograph or the composition of your application.
1 Blue (small accent circle)
2 Green (small accent circle)
3 Pink (small accent circle)
4 Blue (small accent circle)
5 Yellow (small accent circle)
6 Aqua (small accent circle)1
White CAS device with Canon Blue and Canon Red accents
2
Canon Red CAS device with Canon Green and Canon Deep Green accents
3
White CAS device with Canon Deep Pink and Canon Red accents
4
Canon Red CAS device with Canon Blue and Canon Deep Blue accents
6
Canon Red CAS device with Canon Aqua and Canon Deep Aqua accents
5
White CAS device with Canon Yellow and Canon Red accents
Canon Advertising Guidelines Version 1
Florence.
A hot weekend in June.
The Ponte Vecchio; Il Duomo; the Uffizi.
More than 200 churches.
The sights were bella.
They were also busy. But I knew that slap
bang in the middle of all this
was a less discovered side to the city,
a living picture of how Florence used to be;
blood-splattered, tribal, brutal
– and dressed in exotic pantaloons.
The Calcio Storico; ‘Historic football’.
Teams of 27 men fighting – literally – for the
honour of their neighbourhood.
Football? Foot-fist-and-headbutt-ball,
more like.
Search: Canon come and see
Typography
Canon Advertising Guidelines
Sharing values of the brand personality, Gotham has an honest personality that’s assertive, friendly and simple.
Gotham is an extensive typeface family although we only use the following type weights and styles. We never use the italicised version of any of the weights.
We mostly use sentence case for all our communications. The exception being advertising headlines. See the Advertising Guidelines for more information.
1 Gotham Bold
2 Gotham Medium
3 Gotham Book
4 Gotham Light
We use Gotham as our corporate typeface for all our ‘professional’ publications and printed literature. To purchase Gotham visit: typography.com
Typography colourAll our typography is coloured black, white or Canon Red. Type colour may be from the supporting colour palette at full saturation but only on supporting colour tinted backgrounds (see section 2.35).
Online typefaceGotham has ScreenSmart fonts that are designed for the web at text sizes as small as nine pixels.
Typographyis the written
identity for ourspoken word
3
Gotham Book
4
Gotham Light
2
Gotham Medium
1
Gotham Bold
1.12Our advertising TypographyPrimary typeface
Canon Advertising Guidelines Version 1
1.13Our advertising Typography System typeface
We use a standard operating system typeface called Century Gothic for all our internal documents. This typeface has similar aesthetic qualities to our professional typeface Gotham.
We only use the following type weights and styles:
1 Century Gothic Bold
2 Century Gothic Regular
We mostly use sentence case for all our communications. The exception being advertising headlines. See the Advertising Guidelines for more information.
Century Gothic is pre-installed on the operating systems of Apple Mac (OSX) Windows (XP) and the Microsoft Office (XP) suite of programmes.
For office use
Century Gothic
we have atypeface called
1
Century Gothic Bold
2
Century Gothic Regular
Canon Advertising Guidelines Version 1
7 8
6
1.14Our advertising Typography Styling
We have guiding principles for the way we style our typography.
We use Gotham as our corporate typeface for all our ‘professional’ publications and printed literature. To purchase Gotham visit: typography.com We only ever use the following weights and styling:
• Gotham Bold • Gotham Medium • Gotham Book • Gotham Light
1 Large headlines (above 24pt) Choose Gotham Light or Gotham Book.
2 Small headlines (below 24pt) Choose Gotham Light or Gotham Book.
3 Sub heads Choose Gotham Book.
4 Sub heads Choose Gotham Medium.
5 Sub heads Choose Gotham Bold.
Greater emphasis can be achieved through using a heavier weight in sub-heads.
6 Body copy Choose Gotham Book.
7 Captions These can be in any additional weight
of Gotham.
8 Leading and tracking For copy sizes up to 24pt. The Leading
principle is 105–120% value of the point size. All copy is tracked to -10pt. Larger sizes may need tracking to -20pt and tighter leading.
Headlines can be inSentence/UPPERCASE
Small heads (Light/Book)Sub headsare foremphasis
Body copy is the workhorse of any given application and is always in Gotham Book
Leading is 120% of the type size. Tracking is only ever between −10pt and −20pt.
Captioning and legal copy should never be less than 5pt and should appear in Gotham light.
Emphasis may be achieved by using additional weights of Gotham.
1
2
3
4
5
Note:Type point sizes are shown larger for illustrative purposes
Canon Advertising Guidelines Version 1
Eut alem, consilius licu it. Eque nos con dentiln eritiquam avoludeme re
ia? Lintemus pre ad inatu Catque teribest porteme sus facrunu quam occhili ciont? Udem sil conequo Odit. Senterficae fuitati.
Oc, me conenterte, uncl dactum issidieninc tam
perisso liussides adhuc igna, et furnihicaed rem
nductanum sulvilisque mo caperit. Deme const uus, constie natusce lintemus preadie.
Eut alem, consilius licu it. Eque nos con dentiln
eritiquam avoludeme re ia? Lintemus pre ad inatu Catque teribest porteme sus facrunu quam occhili ciont? Udem sil conequo Odit. Senterficae fuitati. Oc, me conenterte, uncl dactum issidieninc tam
perisso liussides adhuc igna, et furnihicaed rem
nductanum sulvilisque mo caperit. Deme const
uus, constie natusce lintemus preadie.
Note:Lock-up shown without the CTA for illustrative purposes
1.15Our advertising Typography Curved type in advertising
Type aligned to a curve relates to our circular graphic language. It can lead the eye to the CAS device lock-up.
It may be used in Dreaming and Exploring advertising only.
Choose Gotham Light or Gotham Book in Sentence case. Consider line lengths to avoid fluctuations in the visual shape.
You may align left or right as shown
1 Right aligned
2 Left aligned
Leading and tracking For copy sizes up to 24pt. The Leading principle is 105–120% value of the point size. All copy is tracked to -10pt. Larger sizes may need tracking to -20pt and tighter leading.
You may position the CAS device and CTA with the curved copy depending on whether this is suitable for your design.
3 Right aligned CAS device
4 Left aligned CAS device
The size of the text field (Y) is 300% of the CAS lock-up width (X). Begin typing your copy after the 35% quiet zone.
1 2
3 4
(X)
NO COPY IN THIS AREA 35% (Y)
(Y) = 300% (X)
Canon Advertising Guidelines Version 1
WELCOME TO THE CANON ANNUAL REPORT
1.16Our advertising Typography Don’ts
Follow these rules to maintain consistency within our visual identity system.
Always use the approved version of Gotham available to purchase at: typography.com
For further information, contact the brand team (details in section 3).
DON’T Use any other typeface
DON’T Apply tight tracking or leading values to typography
DON’T Apply loose tracking or leading values to typography
DON’T Use any other weight, style (including italics) of our permitted typefaces
DON’T Mix Gotham and Century Gothic
DON’T Use all-caps in headlines or body copy. The exception being advertising headlines
Welcome to the Canon Annual Report
Welcome to the Canon Annual Report
Welcome to the Canon Annual Report
Welcome to the Canon Annual Report
Welcome to the Canon Annual Report
X
X
X
X
X
X
Canon Advertising Guidelines Version 1
Three states
Canon Advertising Guidelines
Our visual identity is applied across multiple media channels. To help manage the work-flow across these channels we have a communications framework called the Three States.
The Three States refer to the Dreaming, Exploring and Locating consumer mindsets.
Dreaming — is traditionally categorised as above-the-line. Our communications at this level are about inspiring brand-led experiences and not products.
Exploring — predominantly below-the-line and on-line. We use stories to communicate product range benefits.
Locating — is the most functional POS level of communications and features our products and product information.
1.18Canon Advertising Guidelines Version 1
1.19Our advertising Three statesOverview
Dreaming mindset
Exploring mindset
Locating mindset
What we do and sayStories with depth,
a depth which could only be captured and
explored with help from Canon.
What we do and sayUsing the stories, we reveal how Canon’s unique technologies
help explorers capture the stories unfolding
around them.
What we do and sayWe elevate hero product which
feature the unique technologies supported
in the exploring communications. We highlight the benefit
and sell.
The pointBuild desire
for the brand. The pointDemo benefits
delivered by tech.
The pointHero product
SKUs and drive people to buy.
Why we’re saying itTo inspire people to
look at the world around them.
Why we’re saying itTo help people understand
the unique benefits of ‘a Canon’ in a very simple,
accessible way. We’re encouraging them to start exploring.
Why we’re saying itWe’re helping people
buy a product that fits the benefit they’re
most interested in.
Shown are the desired attributes for each of our three states.
1 Dreaming mindset
2 Exploring mindset
3 Locating mindset
1 2 3
Canon Advertising Guidelines Version 1
• 2
Specifications
Canon Advertising Guidelines
The following is an overview of our advertising assets, sizing and application principles required when creating new Canon advertising.
This section should be read in conjunction with the Canon Visual Identity Guidelines document.
2.01 Canon Advertising Guidelines Version 1
2.02 Specifications48 sheet: Dreaming
Margin based on size of ‘see’ circle
Search: Canon come and see
The following specifications are for a 48 sheet Dreaming advertisement.
As a guide, the format margins are based on the size of the ‘see’ circle from the advertising lock-up.
1 Canon full bleed experience photograph
2 Large headline Gotham Light or Gotham Book
in sentence case or CAPS. Sizes and position may very depending on content.
3 Advertising lock-up size and placement Our advertising lock-up width is 1200mm
and aligned to the right margin.
4 Call to action (URL) Gotham Book or Gotham Bold
in sentence case. As a guide the type size should be the same as the ‘and’ in the advertising lock-up. Always ensure the type size is clearly legible, but does not dominate the lock-up.
1
2
3
4
JUST AROUND THE CORNER FROM THE CATHEDRAL IN FLORENCE...
Search: Canon come and see
JUST AROUND THE CORNER FROM THE CATHEDRAL IN FLORENCE...
Canon Advertising Guidelines Version 1
1
2
3
4
Margin based on size of ‘see’ circle
Search: Canon come and see
2.03 Specifications6 sheet: Dreaming
The following specifications are for a 6 sheet outdoor Dreaming advertisement.
1 Canon full bleed experience photograph
2 Large headline Gotham Light or Gotham Book
in sentence case or CAPS. Sizes and position may very depending on content.
3 Advertising lock-up size and placement Our advertising lock-up width is 480mm
and aligned to the right margin.
4 Call to action (URL) Gotham Book or Gotham Bold
in sentence case. As a guide the type size should be the same as the ‘and’ in the advertising lock-up. Always ensure the type size is clearly legible, but does not dominate the lock-up.
JUST AROUND THE CORNER FROM THE CATHEDRAL IN FLORENCE...
JUST AROUND THE CORNER FROM THE CATHEDRAL IN FLORENCE…
Search: Canon come and see
Canon Advertising Guidelines Version 1
2.04 SpecificationsDouble page: Dreaming
1 2
3 4
Margin based on size of ‘see’ circle
Margin based on size of ‘see’ circle
The following specifications are for a double page (A4) Dreaming advertisement.
1 Canon full bleed experience photograph
2 Copy Gotham Light or Gotham book in
sentence case. Sizes may vary dependent on content. See page 1.13.
3 Advertising lock-up Our advertising lock-up width is 70mm.
5 Call to action (URL) Gotham Book or Gotham Bold
in sentence case. As a guide the type size should be the same as the ‘and’ in the advertising lock-up. Always ensure the type size is clearly legible, but does not dominate the lock-up.
Search: Canon come and see
Florence.
A hot weekend in June.
The Ponte Vecchio; Il Duomo; the Uffizi.
More than 200 churches.
The sights were bella.
They were also busy. But I knew that slap
bang in the middle of all this
was a less discovered side to the city,
a living picture of how Florence used to be;
blood-splattered, tribal, brutal
– and dressed in exotic pantaloons.
The Calcio Storico; ‘Historic football’.
Teams of 27 men fighting – literally – for the
honour of their neighbourhood.
Football? Foot-fist-and-headbutt-ball,
more like.
NO COPY IN THIS AREA
Search: Canon come and see
Florence.
A hot weekend in June.
The Ponte Vecchio; Il Duomo; the U�zi.
More than 200 churches.
The sights were bella.
They were also busy. But I knew that slap
bang in the middle of all this
was a less discovered side to the city,
a living picture of how Florence used to be;
blood-splattered, tribal, brutal
– and dressed in exotic pantaloons.
The Calcio Storico; ‘Historic football’.
Teams of 27 men fighting – literally – for the
honour of their neighbourhood.
Football? Foot-fist-and-headbutt-ball,
more like.
Canon Advertising Guidelines Version 1
2.05 SpecificationsSingle page: Dreaming
The following specifications are for a single page (A4) Dreaming advertisement.
1 Canon full bleed experience photograph
2 Curved copy Gotham Light or Gotham book in sentence case. Sizes may vary dependent on content. See page 1.13.
Our curved copy is carefully positioned according to the photoraphic composition of the full bleed background image. We advise you to keep all copy at the top of the layout as shown.
3 Advertising lock-up Our advertising lock-up width is 70mm and aligned to the right margin.
4 Call to action (URL) Gotham Book or Gotham Bold
in sentence case. As a guide the type size should be the same as the ‘and’ in the advertising lock-up. Always ensure the type size is clearly legible, but does not dominate the lock-up.
1
2
3
4
Margin based on size of ‘see’ circle
Search: Canon come and see
Florence.
A hot weekend in June.
The Ponte Vecchio; Il Duomo; the U!zi.
More than 200 churches.
The sights were bella.
They were also busy. But I knew that slap
bang in the middle of all this
was a less discovered side to the city,
a living picture of how Florence used to be;
blood-splattered, tribal, brutal
– and dressed in exotic pantaloons.
The Calcio Storico; ‘Historic football’.
Teams of 27 men fighting – literally – for the
honour of their neighbourhood.
Football? Foot-fist-and-headbutt-ball,
more like.
Search: Canon come and see
Florence.
A hot weekend in June.
The Ponte Vecchio; Il Duomo; the U�zi.
More than 200 churches.
The sights were bella.
They were also busy. But I knew that slap
bang in the middle of all this
was a less discovered side to the city,
a living picture of how Florence used to be;
blood-splattered, tribal, brutal
– and dressed in exotic pantaloons.
The Calcio Storico; ‘Historic football’.
Teams of 27 men fighting – literally – for the
honour of their neighbourhood.
Football? Foot-fist-and-headbutt-ball,
more like.
Canon Advertising Guidelines Version 1
Search: Canon come and see
2.06 Specifications6 sheet: Exploring
5
Margin based on size of ‘see’ circle
1
2
3
4
The following specifications are for a 6 sheet outdoor Dreaming advertisement.
1 Canon full bleed experience photograph
2 Large headline Gotham Light or Gotham Book
in sentence case or CAPS. Sizes and position may very depending on content.
3 Advertising lock-up size and placement Our advertising lock-up width is 480mm
and aligned to the right margin.
4 Call to action (URL) Gotham Book or Gotham Bold
in sentence case. As a guide the type size should be the same as the ‘and’ in the advertising lock-up. Always ensure the type size is clearly legible, but does not dominate the lock-up.
5 Product Logo Product logos may align left to the margin or link to body copy.
SWEAT. DUST. BLOOD.THE CANON DIGIC PROCESSORBRINGS OUT THE FINESTDETAIL OF YOUR PHOTOGRAPHS.
TECH LOGO
Search: Canon come and see
SWEAT. DUST. BLOOD.THE CANON DIGIC PROCESSOR BRINGS OUT THE FINEST DETAIL OF YOUR PHOTOGRAPHS.
Canon Advertising Guidelines Version 1
2.07 SpecificationsSingle page: Exploring
The following specifications are for a single page (A4) Exploring advertisement.
1 Canon full bleed experience photograph
2 Large headline Gotham Light or Gotham Book
in sentence case or CAPS. Headline sizes may very depending on content.
3 Curved copy Gotham Light or Gotham book in
sentence case. Sizes may vary dependent on content. See page 1.13.
Our curved copy is carefully positioned according to the photoraphic composition of the full bleed background image. We advise you to keep all copy at the top of the layout as shown.
4 Product Logo Product logos may align left to the margin or link to body copy.
5 Advertising lock-up Our advertising lock-up width is 70mm and aligned to the right margin.
6 Call to action (URL) Gotham Book or Gotham Bold
in sentence case. As a guide the type size should be the same as the ‘and’ in the advertising lock-up. Always ensure the type size is clearly legible, but does not dominate the lock-up.
3
1
2
5
6
Margin based on size of ‘see’ circle
Search: Canon come and see
SWEAT. DUST. BLOOD. THE CANON DIGIC PROCESSOR
BRINGS OUT THE FINEST DETAIL OF YOUR PHOTOGRAPHS.
A DIGIC processor is the
brain of a Canon camera.
It processes data with incredible
speed and power, helping
to make sure your shots
are crisp, sharp and detailed.
Try it in continuous
shooting mode.
Try it on moving images.
You’ll find DIGIC
can take anything you
might want to throw, thrust,
kick or shove at it.
4 TECH LOGO
SWEAT. DUST. BLOOD.
THE CANON DIGIC PROCESSOR BRINGS OUT THE FINEST
DETAIL OF YOUR PHOTOGRAPHS.
A DIGIC processor is the
brain of a Canon camera.
It processes data with incredible
speed and power, helping
to make sure your shots
are crisp, sharp and detailed.
Try it in continuous
shooting mode.
Try it on moving images.
You’ll find DIGIC
can take anything you
might want to throw, thrust,
kick or shove at it.
Search: Canon come and see
Canon Advertising Guidelines Version 1
DARK. MURK. FOG.PERFECT CONDITIONS FOR THE CANON EC378.
Search: Canon come and seeFind it in stores now
PRODUCT lOGO
HOlDING IMAGE
2.08 Specifications6 sheet: Locating
The following specifications are for a 6 sheet outdoor Locating advertisement.
1 Canon Grey frame Allows for further information beneath
experience/product image area. Fitting to format margins, the depth may vary.
2 Canon experience photograph
3 Circle graphic May be semi-transparent or solid to
highlight the product image over the experience photograph. It may vary in size and position and hold product logos.
4 Canon product photograph May vary in size, position and
product type.
5 Large headline Gotham Light or Gotham Book
in sentence case or CAPS.
6 Advertising lock-up Our advertising lock-up width is 480mm
and aligned to the right margin.
7 Call to action (URL) Gotham Book or Gotham Bold
in sentence case. As a guide the type size should be the same as the ‘and’ in the advertising lock-up. Always ensure the type size is clearly legible, but does not dominate the lock-up.
DARK. MURK. FOG.PERFECT CONDITIONSFOR THECANON EC378.
Search: Canon come and seeFind it in stores now
1
2
3
4
5
6
7
Margin based on size of ‘see’ circle
PRODUCT LOGO
Canon Advertising Guidelines Version 1
moments LAteR tHese DeeR PoPPeD UP In A LIVInG Room 200 mILes AWAY.
the Canon Hauge printer with PIXmA Cloud Link means you can now print from almost anywhere. this powerful and compact All-In-one combines exceptional print, copy and scanning functions with cloud connectivity. Print photos from Facebook. scan straight to email. or print easily from your smartphone or tablet. And with individual ink tanks, you only need to change the colour that runs out, meaning less cost and less waste.
PRoDUCt LoGo search: Canon come and see
2.09SpecificationsSingle page: Locating
The following specifications are for a single page (A4) Locating advertisement.
1 Canon Grey frame Allows for further information beneath
experience/product image area. Fitting to format margins, the depth may vary.
2 Canon experience photograph
3 Circle graphic May be semi-transparent or solid to
highlight the product image over the experience photograph. It may vary in size and position and hold product logos.
4 Canon product photograph May vary in size, position and
product type.
5 Large headline Gotham Light or Gotham Book
in sentence case or CAPS.
6 Body copy Gotham Light, Book or Bold in sentence case.
7 Advertising lock-up Our advertising lock-up width is 70mm and aligned to the right margin.
5 Call to action (URL) Gotham Book or Gotham Bold
in sentence case. As a guide the type size should be the same as the ‘and’ in the advertising lock-up. Always ensure the type size is clearly legible, but does not dominate the lock-up.
MOMENTS LATER THESEDEER POPPED UP IN A LIVING ROOM200 MILES AWAY.
The Canon Hauge printer with PIXMACloud Link means you can now printfrom almost anywhere. This powerful andcompact All-In-One combines exceptionalprint, copy and scanning functions withcloud connectivity. Print photos fromFacebook. Scan straight to email. Or printeasily from your smartphone or tablet.And with individual ink tanks, you onlyneed to change the colour that runs out,meaning less cost and less waste.
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Margin based on size of ‘see’ circle
Search: Canon come and seePRODUCT LOGO
Canon Advertising Guidelines Version 1
2.10SpecificationsSingle page: Cashback promo advert
THE CANON EOS 100D IS SMALLENOUGH TO TAKE ANYWHERE.BECAUSE YOU NEVER KNOWWHAT’S ROUND THE CORNER.
Small, light and simple to use, the CanonEOS 100D is the DSLR you’ll never wantto leave at home. Its Scene IntelligentAuto mode and built-in feature guide meansyou can get started straight away. CreativeFilters let you add exciting custom effectsto your photos while Video Snapshotmakes it easy to shoot and edit short FullHD movies. Whether you’re shootingin bright or low light, the 100D producessuperb images you’ll be proud to share.
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Margin based on size of ‘see’ circle
The following specifications are for a single page (A4) Tactical promo advertisement.
1 Canon Grey frame
2 Canon experience photograph
3 Circle graphic.
4 Canon product photograph May vary in size, position and
product type.
5 Large headline Gotham Light or Gotham Book
in sentence case or CAPS.
6 Body copy Gotham Light, Book or Bold in sentence case.
7 Partner logos See section 2.10. The partner logo can be
used as part of the CTA as demonstrated here – this is optional.
8 Product logo
9 Advertising lock-up Our advertising lock-up width is
70mm and aligned to the right margin. This version of the lock-up is without the CTA as the advert already has one.
£50CASHBACK
THE CANON EOS 100D IS SMALL ENOUGH TO TAKE ANYWHERE. BECAUSE YOU NEVER KNOW WHAT’S ROUND THE CORNER.
Small, light and simple to use, the Canon EOS 100D is the DSLR you’ll never want to leave at home. Its Scene Intelligent Auto mode and built-in feature guide means you can get started straight away. Creative Filters let you add exciting custom effects to your photos while Video Snapshot makes it easy to shoot and edit short Full HD movies. Whether you’re shooting in bright or low light, the 100D produces superb images you’ll be proud to share.
Find it atFind it at
PRODUCT LOGO
Canon Advertising Guidelines Version 1
2.11SpecificationsPartner / Sponsorship logo positioning
HEADLINE GOES HERE OVER SEVERAL LINES LOREM IPSUM DOLORESET AMET CONSECTAE.
Maecenas laoreet erat eget gravida blandit. Donec dapibus gravida fermentum. Cras lorem elementum purus ultrices ligula tempus feugiat. Proin rutrum posuere sem, non euismod .
HEADLINE GOES HERE OVER SEVERAL LINES LOREM IPSUM DOLORESET AMET CONSECTAE.
Maecenas laoreet erat eget gravida blandit. Donec dapibus gravida fermentum. Cras lorem elementum purus ultrices ligula tempus feugiat. Proin rutrum posuere sem, non euismod .
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The following specifications are for thepositioning of partner / sponsorship logos.
1 Partner / Sponsorship logos Run along the bottom margin.
2 Product logo Elevated to the mid-right margin.
3 Partner / Sponsorship logo Placed on the bottom margin, from the
left. No horizontal logo should be larger than the Canon logo x-height. Portrait logos should not be any larger than double the Canon logo x-height.
4 Advertising lock-up This version of the lock-up is without
the CTA as the advert already has one.
HEADLINE GOES HERE OVER SEVERAL LINES LOREM IPSUM DOLORESET AMET CONSECTAE.
Maecenas laoreet erat eget gravida blandit. Donec dapibus gravida fermentum. Cras lorem elementum purus ultrices ligula tempus feugiat. Proin rutrum posuere sem, non euismod .
PRODUCT LOGO
Canon Advertising Guidelines Version 1
WELCOME TO THE CANON ADVERTISING SUMMIT
2.12Specifications Don’ts
Follow these rules to maintain consistency within our visual identity system.
For further information, contact the brand team (details in section 3).
DON’T Use any other typeface
DON’T Align the call to action on the left
DON’T Customise the advertising lock-up
DON’T Use all-caps in long headlines or body copy.
Welcome to the Canon Advertising Summit
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L o r e m i p su m e t u d o l o r
s i t a m e t , c o n s e c t e t uradipiscing elit . Mauristruy
urnamm temmeros, fringilla nec tempus sed, molestie nec lectus.
Nunc elementum suscipite tristique. Morbi et nisi vitae sapien luctus lorem ullamcorper. Pellentesque nec orci lorem. Mauris ut auctor lorem. In dictum volutpat velitum at commodo. Curabitur egestas magna nec est convallis, ut dignissim
dui pellentesque. Proin luctus purus a neque pharetra ultricies. Donec
elit eros, blandit quis placerat eu, volutpat eget turpis.
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DON’T Use the circles to contain excessive copy or POS information
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DON’T Have long call to action addresses
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DON’T Extract the words from the advertising lock-up and use as a call to action
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DON’T Re-draw the logo
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Canon Advertising Guidelines Version 1
• 3
Support
Canon Advertising Guidelines
3.01
For any questions or queries please contact the Canon EMEA brand management team.
•Canon EMEA brand management team
Subbaiah [email protected]
Peter Morris [email protected]
Richard Sceats [email protected]
•For brand assets and detailed information visit canon-europe.com/brandsite
© Canon Europa N.V. 2014
Contacts
Canon Advertising Guidelines Version 1