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C U LT U R E O F T H E P I C T U R E

YASHICA


TA B L E O F C O N T E N T S

0

01 INTRODUC TION

BR AND HISTORY

M I S S I O N S TAT E M E N T

0 2 I D E N T I T Y S TA N D A R D S

L O G O // PA S T A N D F U T U R E

T H E C U LT U R E O F YA S H I C A

YA S H I C A PA S T // F U T U R E

L O G O A N AT O M Y

LOGO DON’ TS

T YPOGR APHY

C O L O R PA L E T T E

03 APPLIED ADVERTISEMENT

C A M E R A // L E N S E S

B O O K S // YA S H I C A M A G A Z I N E & W E B S I T E

YA S H I C A P H O T O G A L L E R Y

YA S H I C A A C A D E M Y // P H O T O G R A P H I C T O U R S

04 COLOPHON


INTRODUC TION

01

BR AND HISTORY H I S T O R Y \ \ C A M E R A F A M I LY T R E E

M I S S I O N S TAT E M E N T


INTRODUCTION

BRAND HISTORY

HISTORY I n 19 5 7, Ya s h i m a S e i k i c o m p a n y

Carl Zeiss to produce a new

and advanced Auto-Focus

f o u n d e d Ya s h i c a , I n c . , L N N e w

professional 35mm Single Lens

3 5 m m S L R c a m e r a . Ya s h i c a

Yo r k t o m a n a g e m a r k e t i n g

R e f l e c t (S L R ) w i t h e l e c t r o n i c a l l y

response with their own Auto-

ef for ts in the united states.

controlled shut ter under the

Focus 35mm SLR camera line

They introduce their popular

name Contax. The new line

that was overpriced and poorly

n e w Tw i n L e n s R e f l e c t c a m e r a

o f Ya s h i c a a n d C o n t a x l e n s e s

marketed in comparison to

s e r i e s , t h e Ya s h i c a m a t l i n e

designed by Carl Zeiss were

t h e i r c o m p e t i t o r. I n r e s p o n s e ,

i n 19 5 7. D u r i n g t h e n e x t

introduced and proved success.

Ky o c e r a h a v e t o r e p o s i t i o n e d

y e a r a n d a h a l f , Ya s h i m a

I n O c t o b e r 19 8 3 , Ya s h i c a

the brand as a budget-price

c o n t i n u e d t o g r o w w i t h 1,9 8 2

company Ltd., was acquired

“ Po i n t & S h o o t ” c a m e r a a n d

e m p l o y e e s . L a t e r i n 19 5 8 ,

b y Ky o c e r a a g i a n t c e r a m i c s

move their produc tion from

Ya s h i m a S e i k i c h a n g e t h e i r

c o m p a n y. A f t e r t h e m e r g e

Japan to Hong Kong and

n a m e i n t o Ya s h i c a c o m p a n y,

i n t o t h e n e w c o m p a n y, m o r e

discontinuing all high-end SLR

Ltd when they were aquired

c h a n g e s c o m e t o t h e Ya s h i c a

camera produc tion.

b y N i c c a C a m e r a C o m p a n y,

c a m e r a a n d l e n s e s . I n 19 8 5 ,

Ltd. With the acquisition of

t h e M a n u a l - F o c u s F X -10 3 w a s

N i c c a , Ya s h i c a e x p a n d t h e i r

release to pair with the high-

camera line into 35mm film

e n d Ya s h i c a S L R m o d e l s a n d i t

c a m e r a s . I n D e c e m b e r 196 5 ,

w a s t h e f i r s t Ya s h i c a S L R w i t h

Ya s h i c a i n t r o d u c e d t h e w o r l d ’ s

T TL flash and full programmed

first elec tronically controlled

exposure capabilities. In

35mm camera - the Elec tro

19 8 5 , Ky o c e r a w a s f a c i n g

35, a Rangefinder camera

intense market competi tion

that sold 5 million units af ter

from other manufac turers,

t h e r e l e a s e . I n 19 7 3 Ya s h i c a

especially Minolta, which also

began to collaborate with

introduce competitive price


C A M E R A FA M I LY

YA S H I C A M AT T L R M A T -12 4 G | M A T - 4 4 | M A T - 6 3 5 | M A T -12

YA S H I C A R A N G E F I N D E R M G -1 | M I N I S T E R | 3 5 - G T N | LY N X

YA S H I C A 3 5 M M S L R T L E L E C T R O - X | F X - 3 | F X -1 0 3 | D E N T A L E Y E 2


INTRODUCTION

M I S S I O N S TAT E M E N T

MISSION S TAT E M E N T

S i n c e t h e v e r y f i r s t Ya s h i c a ,

straight for ward optical

are the result of decades of

the focus during mechanical

solutions. These brilliant

experience, uncompromisingly

and optical development of

designs of ten require fewer

high qualit y standards, and

mechanics and lenses has been

lens elements, thus maximizing

continuous development by

on providing truly relevant

light transmission, and they

innovative international teams

func tions. It is this focus

always employ high-qualit y

made up of both exper ts and

on the essential that lies at

glass t ypes and per fec t

users. All these elements

the hear t of the fascination

produc tion methods leading to

are influence what we put

i n s p i r e d b y t h e Ya s h i c a b r a n d .

images with an unmistakable

into prac tice in our hi-tech

T h e Ya s h i c a m a t , f o r e x a m p l e ,

c h a r a c t e r.

laboratories and during the Ya s h i c a m a n u f a c t u r i n g p r o c e s s .

is a masterpiece in the ar t of minimalist design achieved

Ya s h i c a s t a n d s f o r v i s u a l

The best materials, combined

without compromising on

enjoyment and las ting value.

w i t h re liab le p re c is io n m e c hanic s

q u a l i t y, i t i s f o r p h o t o g r a p h e r s ,

O u r a p p r o a c h a n d Ya s h i c a ’ s

and careful manufac turing,

who want the freedom to

unique technical exper tise

guarantee with outstanding

u n l e a s h t h e i r c r e a t i v i t y.

make our optic al ins trument s

per formance even in severe

ideal companions of fering the

conditions such as shooting

The unrivaled per formance

highest possible reliabilit y

in arc tic regions, on mount

o f Ya s h i c a a n d C o n t a x

a n d d u r a b i l i t y. E v e n u n d e r

Kilimanjaro, or in the Sahara

lenses is also based on

ex treme conditions such

deser t. Last but not least, the

our immensely dedicated

as severe temperature

s u p e r i o r q u a l i t y o f Ya s h i c a

and supremely innovative

fluc tuation or impac ts, our

s e r v i c e g u a r a n t e e s t h a t Ya s h i c a

optical engineers focusing

produc ts meet or exceed the

produc ts will of fer decades of

their impressive talent and

highest expec tations. All

enjoyment and las ting value.

e n e r g y o n d e v e l o p i n g c l e a r,

Ya s h i c a c a m e r a s a n d l e n s e s


I D E N T I T Y S TA N D A R D S

02

L O G O // PA S T A N D F U T U R E O L D LO G O // N E W LO G O

T H E C U LT U R E O F YA S H I C A YA S H I C A O F T H E PA S T // T H E N E W YA S H I C A A N AT O M Y O F YA S H I C A L O G O A B O U T T H E LO G O // T H E C O N C E P T

LOGO DON’TS T YPOGR APHY C O L O R PA L E T T E


IDENTITY S TA N D A R D S

LOGO OLD/NEW

L O G O // PA S T A N D F U T U R E

THE OLD LOGO T H E O L D YA S H I C A L O G O H A S R E P R E S E N T T H E B R A N D F O R MORE THAN 50 YEARS SINCE THE BEGINNING.


YASHICA THE NEW LOGO T H E N E W YA S H I C A L O G O W I L L H E L P R E P O S I T I O N T H E B R A N D T O A H I G H E R L E V E L . I T I S N O T J U S T A B O U T T H E N E W M A R K E T T H AT YA S H I C A W A N T S T O E N T E R B U T A L S O A B O U T T H E C U LT U R E T H AT YA S H I C A B R O U G H T T O T H E I R C U S T O M E R .


IDENTITY S TA N D A R D S

T H E C U LT U R E O F YA S H I C A

I N T O D AY ’ S M A R K E T, M A N Y P R O D U C T S A T T E M P T T O A T T R A C T B U Y E R S W I T H C O U N T L E S S F E A T U R E S A N D U N U S U A L F O R M S . A L M O S T A N Y T H I N G I S P O S S I B L E . B U T I T I S O F T E N T H E T H I N G S T H AT A P P E A R YA S H I C A C U LT U R E

S I M P L E W H I C H P R O V E T O B E T H E M O S T D I F F I C U LT T O A T T A I N . F O R YA S H I C A , T H E F O C U S I S F I R S T A N D F O R E M O S T O N T H E N E E D S O F T H E U S E R . I N N O VAT I O N S A R E N E V E R E N D S I N T H E M S E LV E S B U T A R E A L W AY S T H E R E S U LT O F C O U N T L E S S D I S C U S S I O N S W I T H A N D F E E D B A C K F R O M U S E R S . YA S H I C A P R O D U C T S A R E D E S I G N E D F R O M T H E G R O U N D U P A S T O O L S F O R C R E A T I N G C O M P L E T E LY U N I Q U E VISUAL E XPERIENCES. NOTHING MORE AND NOTHING LESS.


IDENTITY S TA N D A R D S

YA S H I C A O F T H E PA S T

T H E PA S T AND NOW

PA S T


T H E N E W YA S H I C A

NOW


IDENTITY S TA N D A R D S

A N AT O M Y O F YA S H I C A L O G O

ABOUT THE LOGO THE LOGO REPRESENTS THE S TRENGTH AND POWER O F T H E YA S H I C A B R A N D I N T H E N E W D E C A D E . I T BRINGS A NE W FRESH LOOK TO THE BR AND BUT H O L DS T H E B R A N D VA LU E I N I T S C U S TO M ER A N D BROUGHT NE W CUS TOMER TO THE BR AND.

CORREC T USE OF THE BR AND’S LOGO IS CRITIC AL T O M A I N TA I N O U R B R A N D C O N S I S T E N C Y A N D THE CORREC T IMAGE ABOUT THE BR AND IN OUR CUS TO M ER ’ S V I E W.

YASHICA

LOGO A N AT O M Y

THE CONCEPT

A N AT O M Y

T H E YA S H I C A L O G O W A S C R E A T E D U S I N G S H A P E S

THE LOGO LIES WITHIN AN INVISIBLE

AND ALL THE SHAPES WILL COME TOGE THER AND

PERFECT CIRCLE WITH ALL THE OUTER

F O R M E D T H E L E T T E R “ Y ”. T H E S E S H A P E S I S T H E

EDGES TOUCH THE DIAME TER OF THE

R E P R E S E N TAT I O N O F T H E C C D O N T H E C A M E R A

CIRCLE. THE CENTRE OF THE MAIN

C E N S O R W H I C H C R E AT E S T H E C O L O R F O R T H E

S H A P E S O F T H E L O G O S TA R T AT T H E

IM AGE WHEN THE C AMER A SHU T TER RELE A SED. ALL

CENTRAL OF A SMALLER CIRCLE.

T O G E T H E R I T C R E AT E S A S T R O N G , P O W E R F U L A N D S TA B L E L O G O F O R T H E B R A N D .


4

2 3

5

1

1

13 5 º A n g l e

2

45º Angle

3

90º Angle

4

45º Angle

5

90º Angle

CORREC T USE OF SIZE AND PL ACEMENT OF LOGO

a

c b

d

T H E S M A L L E S T S I Z E T H AT T H E L O G O C A N B E U S E W I L L B E B A S E D O N T H E M E A S U R E M E N T S O F “ A ” A N D “ B ” I N V E R T I C A L F O R M A T, “ C ” A N D “ D ” I N H O R I Z O N T A L F O R M A T. A = 0 . 5 5 I N C H

C = 0.3 INCH

B = 0 . 5 7 I N C H

D = 1. 2 I N C H


IDENTITY S TA N D A R D S

LOGO DON’TS

YASHICA

YASHICA

COLOR

EFFECTS

STRETCHING

T H E YA S H I C A L O G O I S

T H E YA S H I C A L O G O

T H E YA S H I C A L O G O

NOT TO BE PRODUCED

S H O U L D N E V ER H AV E

SHOULD NEVER BE

IN AN Y COLOR OTHER

EFFECTS LIKE DROP

S TRE TCHED.

THAN 90% BL ACK, OR

S H A D OW O R G LOW.

WHITE.

LOGO DON’TS

YASHICA

YASHICA

T Y PE FAC E

FORM

T H E YA S H I C A L O G O

T H E YA S H I C A L O G O

SHOULD NEVER BE

S H O U L D A L W AY S

R E C R E AT E D O R M A D E

R E A D H O R I Z O N T A L LY

UP OF SUBSTITUTE

AND SHOULD NOT BE

FONTS.

R O TAT E D , D I S T O R T E D I N A N Y W AY.


IDENTITY S TA N D A R D S

T YPOGR APHY

T Y P E F O R M S A N O T H E R K E Y PA R T O F T H E YA S H I C A’ S V I S U A L P E R S O N A L I T Y. T H E R E A R E 2 M A I N T Y P E FAC E S T H AT A R E U S E D I N P R I N T;

N E U T R A FAC E 2 A N D AV E N I R N E X T.

THESE SHOULD NEVER BE REPL ACED WITH O T H E R T Y P E FA C E S , O R A LT E R E D F R O M T H E I R ORIGINAL FORM.

T YPOGR APHIC USE T H E T Y P O G R A P H I C S T Y L E S H O U L D A L W AY S B E C L E A N A N D S I M P L E , A N D T Y P E C A N B E U S E D G R A P H I C A L LY T O D E L I V E R V I S U A L I M PA C T W I T H O U T T H E U S E O F A N Y S U P P O R T I N G I M A G E R Y. T H E U S E O F A S T R O N G B A C K G R O U N D C O L O U R W I T H H E A D L I N E M E S S A G E S R E V E R S E D O U T M AY B E U S E D I N R E L E V A N T M AT E R I A L S . I N S O M E C A S E S ( F O R H E A D L I N E T Y P O G R A P H Y F O R E X A M P L E ) L E T T E R S PA C I N G S H O U L D B E T I G H T E N E D S L I G H T LY.

T YPOGR APHIC DONT’S NE VER ADD EFFEC TS LIKE SHADOWS OR OUTLINES TO A N Y O F T H E YA S H I C A T Y P E F A C E S , A N D N E V E R A D D S P A C E BE T WEEN CHAR AC TERS. T YPOGR APHY


N E U T R A FAC E 2 NEU T R A FACE NO. 2 IS A N E X T ENSION O F T H E N E U T R A L E G A C Y, W H E R E F O R M A N D F U N C T I O N M E E T AT T H E N E X U S O F P R A C T I C A L I T Y A N D V E R S AT I L I T Y. I T I S B Y NO MEANS INTENDED AS AN IMPROVEMENT OR REPL ACEMENT OF THE ORIGINAL N E U T R A FAC E , B U T A S A N E X PA N S I O N O F T H E O R I G I N A L C O N C E P T. N E U T R A’ S

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 - = ~ ! @ # $ % ^ & * ( ) _+ [ ] \ < > ?

H I G H LY S O U G H T- A F T E R R E S I D E N T I A L A N D COMMERCI A L DE SIGNS H AV E S TOOD T HE TEST OF TIME, AS WILL THE TYPOGRAPHY T H AT B E A R S H I S N A M E .

AV E N I R N E X T T HE WOR D AV ENIR ME A NS “ FU T UR E” IN F R E N C H A N D H I N T S T H AT T H E T Y P E FAC E O W E S S O M E O F I T S I N T E R P R E TAT I O N

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

TO FU T UR A . UNLIK E FU T UR A , AV ENIR

a b c d e f g h i j k l m n o p

I S N O T P U R E LY G E O M E T R I C ; I T H A S

q r s t u v w x y z

V E R T I C A L S T R O K E S T H AT A R E T H I C K E R T H A N T H E H O R I ZO N TA L S , A N “ O ” T H AT I S NOT A PERFEC T CIRCLE, AND SHORTENED ASCENDERS. THESE NUANCES AID IN LEGIBILIT Y A ND GI V E AV ENIR NE X T A HARMONIOUS AND SENSIBLE APPEAR ANCE FOR BOTH TEX TS AND HE ADLINES.

1 2 3 4 5 6 7 8 9 0 - = ~ ! @ # $ % ^ & * ( ) _+ [ ] \ < > ?


IDENTITY S TA N D A R D S

C O L O R PA L E T T E

T H E P R I M A R Y C O L O R PA L E T T E C O N S I S T S O F JUST ONE MAIN COLOR WHICH IS BL ACK AND T I N T S O F B L AC K (10 % A N D 9 0 %) - A S E C O N DA R Y PA L E T T E O F B R I G H T S U P P O R T I N G C O L O R S . C O L O R P L AY S A B I G PA R T I N D E L I V E R I N G T H E YA S H I C A B R A N D P E R S O N A L I T Y.

A

B

C

D

A - BL ACK 90% TINT

C - [ C =2 M =1 Y=2 K= 0 ] [ PA N T O N E = 9 2 .1.1U ]

B - B L A C K 10 % T I N T

D - [ C = 3 1 M =12 Y=2 7 K= 0 ] [ PA N T O N E = 10 7. 3 .1U ]

COLOR PA L E T T E


APPLIED

03 ADVERTISEMENT C A M E R A // L E N S E S B O O K S // YA S H I C A M A G A Z I N E & W E B S I T E PHOTO GALLERY YA S H I C A A C A D E M Y // P H O T O G R A P H I C T O U R S


APPLIED

ADVERTISEMENT ADVERTISEMENT

ALL THINGS PHOTOGRAPHIC.


APPLIED

CAMER A AND LENSES

PRODUC TS

R ANGEFINDER CAMER A OUR NEW R ANGEFINDER CAMER A WILL CONTINUE TO BE A MINIMALIS T DESIGN WITHOUT COMPROMISING ON QUALIT Y - FOR PHOTOGR APHERS, W H O WA N T T H E FR EED O M TO U N L E A S H T H E I R C R E AT I V I T Y.

YA S H I C A L E N S E S YA S H I C A’ S H I G H - P E R F O R M A N C E L E N S E S A R E A L L M A D E , B Y H A N D , AT YA S H I C A’ S M A I N F A C T O R Y I N T O K I O , J A PA N . T H E Y R E P R E S E N T T H E F R U I T O F M A N Y Y E A R S O F E X P E R I E N C E I N O P T I C S A N D PR ECISION MECH A NIC S A ND A R E PRODUCED USING UNIQUE T ECHNOLOGIE S, HIGH - QUA LIT Y M AT E R I A L S A N D T H E C O M M I T M E N T A N D C R A F T S M A N S H I P O F E X P E R T S TA F F. O N LY T H E Y C A N D E L I V E R T R U E YA S H I C A Q U A L I T Y T O Y O U R I M A G E S .


APPLIED

BOOKS

BOOKS, MAGA ZINE & WEBSITE


YA S H I C A M A G A Z I N E & W E B S I T E


APPLIED

YA S H I C A P H O T O G A L L E R Y

GALLERY


APPLIED

YA S H I C A A C A D E M Y

AC ADEMY & PHOTOGR APHIC TOURS


PHOTOGR APHIC TOURS


COLOPHON

04 DESIGN

SA N G U Y E N [G R A PH I C D E S I G N E R]

[ 2 8 T H A V E N U E , S A N F R A N C I S C O , C A 9 412 1]

INSTRUC TOR + SCHOOL

H U N TER W IM M ER [INS TRUC TOR]

I D E N T I T Y 1 [C L A S S]

AC ADEMY OF ART [UNIVERSIT Y ]

FA L L 20 0 9

SYSTEM + TOOL S

N E U T R A FAC E 2 + AV E N I R N E X T [ T Y P E FAC E S]

E P S O N S T Y L U S P H O T O R 18 0 0 [ P R I N T E R ]

A D O B E C R E AT I V E S U I T E 4 [ P R O G R A M ]

E P S O N P R E M I U M P R E S E N TAT I O N M AT T E [ PA P E R ]

M A C O S X - S N O W L E O PA R D [ O P E R AT I N G S Y S T E M ]



Yashica - Culture of the Picture