FUJIFILM
CATEGORY
Transmedia Identity System
DETAILS
As a company, FUJIFILM operates across various industries, but it functions most recognizably as a manufacturer or photography equipment. Among photographers, FUJIFILM cameras are a favorite for street photography. This rebrand brings FUJIFILM’s niche association to its broader identity system, introducing a modern vibrance and edge to its overall appearance. Together, these factors will help the target audience identify the brand as relevant.
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The logo draws inspiration from the focus marks within a camera’s viewfinder. This inspiration harkens back to the brand’s affiliation with photography, especially street photography.
The logo draws inspiration from the focus marks within a camera’s viewfinder. This inspiration harkens back to the brand’s affiliation with photography, especially street photography.
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The website uses changes in scale, in this instance between the logo and larger graphic elements on the page, to create a dynamic experience.
The website uses changes in scale, in this instance between the logo and larger graphic elements on the page, to create a dynamic experience.
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Posters designed for the new identity illustrate how the identity can scale and exist in extremes. The graphic elements from the logo are adapted into a pattern that evokes a network, intimating the expansive nature of FUJIFILM as a company.
Posters designed for the new identity illustrate how the identity can scale and exist in extremes. The graphic elements from the logo are adapted into a pattern that evokes a network, intimating the expansive nature of FUJIFILM as a company.
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In application, the pattern captures passerby's attention.
In application, the pattern captures passerby's attention.
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The fluorescent yellow, my modernized interpretation of FUJIFILM's trademark green, is immediately noticeable in application.
The fluorescent yellow, my modernized interpretation of FUJIFILM's trademark green, is immediately noticeable in application.
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For the billboards, type overlays the pattern, integrating the display type into the network that the pattern implies.
For the billboards, type overlays the pattern, integrating the display type into the network that the pattern implies.
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At a spatial scale, the pattern incorporates two colors, black and neon, creating wall art that evokes the brand's spirit.
At a spatial scale, the pattern incorporates two colors, black and neon, creating wall art that evokes the brand's spirit.
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Placing the logo on a building allowed me to test the spatial relationships within the logo design to ensure that the visual weight would read at an architectural scale.
Placing the logo on a building allowed me to test the spatial relationships within the logo design to ensure that the visual weight would read at an architectural scale.
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On a small scale, the logo maintains enough contrast to be legible on a camera.
On a small scale, the logo maintains enough contrast to be legible on a camera.
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The packaging incorporates the brand colors, and a black label creates a border that mimics the focus marks from the logo.
The packaging incorporates the brand colors, and a black label creates a border that mimics the focus marks from the logo.
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Designing stationery allowed me to test how the system could interact with the default type while remaining distinctive and identifiable.
Designing stationery allowed me to test how the system could interact with the default type while remaining distinctive and identifiable.
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Business cards illustrate the typographic system at a small scale. A secondary serif font contrasts the sans-serif logo.
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I also designed a visual identity guide to specify the usage of the new identity elements.
I also designed a visual identity guide to specify the usage of the new identity elements.
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A brand identity guidebook lays out the structure of the brand identity. A two-column layout allows descriptions to align with illustrative icons.
A brand identity guidebook lays out the structure of the brand identity. A two-column layout allows descriptions to align with illustrative icons.
