Manual de identidad corporativa

Communication Symbol — Basic Design ......03-04 Area of Isolation ......05-06 Visual Identity Tree — Diagram of the Olympus Visual Identity ......07-08 Color Reproduction of the Communication Symbol ......09-10 Recommended Typefaces and Logotypes ......11 Combination of the Communication Symbol with the Corporate Slogan ......12-14 Visual Identity Matrix — Application Chart of the Olympus VisualIdentity ......15-16

1: Product Brochures/Flyers/Leaflets ......17-19 2: Advertisements ......20 3: Office Supplies and Others ......21 4: Vehicles ......22 5: Indoor/Outdoor Displays ......23 6:Graphic Grid ......24 7: Exhibition Booths ......25 8: Packages ......26 9: Web Pages ......27-30

This manual is based on the editing policy of the Visual Identity Manual published in 1996. The1996 Visual Identity Manual is a simplified and condensed version of the original Corporate Identity Manual published in 1980 and revised in 1990. Only the rules on outward aspects were included. As with the CI Manual, the purpose of this edition of the VI Manual is to clarify the concepts and principles of corporate communication and define the visual identity of the Olympus group. The goals ofestablishing a visual identity are as follows:
• Reinforcing the high reliability of the Olympus brand as well as conveying the group’s social commitments and responsibilities • Differentiating Olympus from other companies and their products • Enhancing solidarity among Olympus group companies and employees • Promoting trust among dealers to encourage more aggressive sales promotion • Standardizingthe reproduction of logotypes and other visual representations to improve efficiency and reduce costs

In order to express this concept visually and define Olympus as a modern, forward-looking organization, a new design was created that is incorporated in the visual identity as a subordinate element of the corporate identity. The Communication Symbol is a combination of the conventional OlympusLogo with this subordinate element. This manual has been created in order to provide you with a thorough understanding of the steps we are taking to adapt to the new era of business and how to utilize the Communication Symbol in your own marketing activities. We are confident that this manual contains the tools and information needed to create a positive corporate image and build a strong globalbrand. How to switch to the new system • In general, the new system should be deployed as described in this manual once old stocks have been used up. Current stocks, estimated costs, etc., should all be taken into consideration. • Ideally, switching to the new system should be completed by the end of March 2004.

Objective Change is an inevitable part of today’s business environment. The pastdecade has seen tremendous changes in the way people live and do business around the world. Our goal is to harness the potential inherent in change to create exceptional new opportunities for the Olympus group. To take advantage of today’s fast-changing business climate, Olympus has reevaluated its position in the marketplace, placing new emphasis on the company’s core competency — creatingvalue-added technology that integrates optical and digital technology, or, to put it more simply, Opto-Digital Technology.

If you have any questions or comments, please direct your inquiries to the address below. CI Secretariat, Brand Strategy Department, Olympus Optical Co., Ltd. Compilation date of this edition: May 20, 2003

The Communication Symbol combines the Olympus Logo with the newOpto-Digital Pattern. This symbol will play a key role in Olympus’s new CI (corporate identity) system. When Olympus sends information: The Communication Symbol is a symbol that is used for communication purposes. It represents Olympus’s new visual identity and is used for all sales promotion activities such as product advertisements and POPs. It is also used in a wide variety of places and objects...