OPPORTUNITY
Select an existing brand and create its new identity.
SOLUTION
Canon was the company I chose to rebrand. All ocular devices have one similar element: light. Without light, cameras, copiers or medical imaging machines simply could not function. I studied different translations of light and pinpointed the notion of light in various languages. The Latin phrase Lux means “to capture light”. In creating the new tagline, I wanted to encompass the experience customers had when using a Lux (Canon) product. This experience gave inspiration to the new tag line: "Capture the moment." Another source of inspiration from ocular devices was the unifying frame or viewfinder—the concept of the Lux logo is centralized upon that visual form.
