After more than 25 years providing photographers with innovative and high quality products, Vanguard, the photography accessory manufacturer, has upgraded from being just a manufacturer into becoming a distinct and recognized quality global brand.
In November 2011, Vanguard invited Interbrand, one of the world’s leading brand consultancies, to strengthen its brand image and build a clear and distinctive profile in the market. The Interbrand Team conducted intensive internal and external interviews along with desktop research to identify Vanguard’s potential brand opportunities.
Based on this analysis, a new brand platform with revised brand propositioning was then defined to appeal to the targeted customers and generate new demand/recognition. A new visual identity system was also developed to express the brand and accent the different product categories: Vanguard believes that tools and skills should not limit a person’s creativity and passion for creation.
A distinctive new logo and visual elements, leaving a bright and powerful impression, interprets Vanguard’s brand mission as well as their brand value of intuitive design. Meanwhile, the orange brand colour remains for brand equity consistency.
Vanguard C.E.O, Ms. Anne Lee said “This is perfect combination of unique linear graphics with the newenterprise logo reflected Vanguard’s commitment to provide savvy, integrated solution for photographers, so they can exceed their limit faster and with better professional results.”
Vanguard Senior Marketing Manager E.M.E.A Mr. Christophe Regnault added “It is a pleasure, after 4 years and a half of strong and continuous efforts, to reach our goal and see our Brand taking off. A new chapter of the brand is taking place...”
This new brand expression, which can be accurately executed by Vanguard in targeted regions and product categories, presents a new global image and raises Vanguard’s brand recognition.
We invite you to “Rediscover Vanguard”, at Photokina, where the new global image will be unveiled. From the 18th to the 23rd of September 2012 – Hall 4.2 - Booth C10-C18.
Fore more information on Vanguard and its products, visit the Vanguard website