Canon has been helping people to create images for almost eighty years – from photography to printing to medical diagnostics. With such diversity in products, communications became disparate and the brand weakened. The task was to deliver a creative idea that could work with a variety of different images and unify all types of Canon products, across everything from above the line advertising to product literature and trade events. With the thought that every image is personal and unique, with its own story to tell, a ‘frame’ inspired by the distinct Canon logotype was developed. Used to create focus or invite the viewer in, the device brings coherence while allowing image to remain very much the hero.