Nikon
Adapting to change Nikon
1 Introduction
Since 2008, the world has experienced shaky financial times, with the global recession
impacting on many established brands. In this climate, Nikon continued to build and
reinforce its products, based on a strong corporate structure, continued research and
development and marketing.
The company's leadership saw the need to remain flexible to change, to be swift
to respond to developments in technology and willing to follow evolving trends within
the photographic industry. It focused closely on building efficiency throughout the
organisation - from research, development and production to sales, marketing and
customer service.
Nikon, as an imaging company, was tasked by its leadership, in the last decade,
to create a completely new way of enjoying images, while keeping a strong world-
wide brand image. This image and Nikon's core DNA is infused with strong values,
a spirit of innovation, dynamism and fun - their philosophy being trustworthiness
and creativity.
2 Background
Nikon was founded in July 1917. In that same year, it took over the development,
manufacturing and sales operations of the optical measuring instruments division of
Tokyo Keiki, the reflector division of Iwaki Glass, and the Fujn Optical Works. One of
Nikon's founding goals was the establishment of manufacturing technology for the
optical glass used in instruments such as binoculars and telescopes, which did not
exist in Japan at the time. In 1918, the year after the founding of the company, Nikon
built a test furnace and began manufacturing optical glass, a process it has continued
to this day.
In the immediate aftermath of Japan's defeat in World War II, camera
manufacturing represented a new business venture for Nippon Kogaku Kogyo
(present-day Nikon). The company put all its resources and efforts into manufacturing
a consumer camera, as this was seen as key to the company's survival. A ‘camera
committee' (what would today be called a 'project team') was established, and a
production plan was developed.
, However, a range of disasters ensued, and the development of the 'all-purpose
compact camera' fell behind schedule. Masahiko Fuketa, head of Nikon camera
development at the time, recalled the following about this period:
Everything about the design and the factories was new, and there were
numerous problems and fssues. In effect, we were trying to 'think on the
run', whereas, in retrospect, we should probably have been trying to do the
very opposite and 'make haste slowly'.
The many improvements that have been made since that difficult time area testament
to the strenuous efforts of the development team.
3 Vision and objectives
'Meeting needs. Exceeding expectations' is Nikon's vision for the future. This entails:
* providing customers with new value that exceeds their expectations
* sustaining growth through a break with the past and a passionate commitment by
one and all
* maximising our understanding of light to lead the way towards transformation and
a new future
* maintaining integrity in order to contribute to social prosperity.
4 Commitment
Nikon, therefore, implemented a policy to realise its aspirations, which consists of four
key commitments.
1. To be pro-active. Being broad-minded and well informed in order to act quickly
and resolutely
2. To seek new knowledge. Pioneering potential through self-study and insatiable
curiosity
3. To communicate well. To harmonise diverse skills by thinking out of the box and
to communicate effectively with others
4. To display integrity. To work with diligence and sincerity as responsible individuals.
The role of Nikon within society is to provide the support people need to realise their
dreams. In order to successfully carry out this mission, we must constantly strive for
technical innovation and remain a corporation driven by energy and passion. Our brand
symbol accurately represents this ambitious goal.
5 Design concept of the brand symbol
The Nikon symbol conveys an unleashing of the power of imagination turned into
infinite possibilities of technical innovation and creativity. The motif of sequential rays
conveys 'infinite possibilities within the domain of optics'. The graphic symbolises
Nikon's determination to fulfil its mission and meet customers' expectations. The Nikon
logo and yellow brand colour are important visual elements that have garnered the
company a global reputation for high quality and trustworthiness. The yellow colour
Nikon 147
Adapting to change Nikon
1 Introduction
Since 2008, the world has experienced shaky financial times, with the global recession
impacting on many established brands. In this climate, Nikon continued to build and
reinforce its products, based on a strong corporate structure, continued research and
development and marketing.
The company's leadership saw the need to remain flexible to change, to be swift
to respond to developments in technology and willing to follow evolving trends within
the photographic industry. It focused closely on building efficiency throughout the
organisation - from research, development and production to sales, marketing and
customer service.
Nikon, as an imaging company, was tasked by its leadership, in the last decade,
to create a completely new way of enjoying images, while keeping a strong world-
wide brand image. This image and Nikon's core DNA is infused with strong values,
a spirit of innovation, dynamism and fun - their philosophy being trustworthiness
and creativity.
2 Background
Nikon was founded in July 1917. In that same year, it took over the development,
manufacturing and sales operations of the optical measuring instruments division of
Tokyo Keiki, the reflector division of Iwaki Glass, and the Fujn Optical Works. One of
Nikon's founding goals was the establishment of manufacturing technology for the
optical glass used in instruments such as binoculars and telescopes, which did not
exist in Japan at the time. In 1918, the year after the founding of the company, Nikon
built a test furnace and began manufacturing optical glass, a process it has continued
to this day.
In the immediate aftermath of Japan's defeat in World War II, camera
manufacturing represented a new business venture for Nippon Kogaku Kogyo
(present-day Nikon). The company put all its resources and efforts into manufacturing
a consumer camera, as this was seen as key to the company's survival. A ‘camera
committee' (what would today be called a 'project team') was established, and a
production plan was developed.
, However, a range of disasters ensued, and the development of the 'all-purpose
compact camera' fell behind schedule. Masahiko Fuketa, head of Nikon camera
development at the time, recalled the following about this period:
Everything about the design and the factories was new, and there were
numerous problems and fssues. In effect, we were trying to 'think on the
run', whereas, in retrospect, we should probably have been trying to do the
very opposite and 'make haste slowly'.
The many improvements that have been made since that difficult time area testament
to the strenuous efforts of the development team.
3 Vision and objectives
'Meeting needs. Exceeding expectations' is Nikon's vision for the future. This entails:
* providing customers with new value that exceeds their expectations
* sustaining growth through a break with the past and a passionate commitment by
one and all
* maximising our understanding of light to lead the way towards transformation and
a new future
* maintaining integrity in order to contribute to social prosperity.
4 Commitment
Nikon, therefore, implemented a policy to realise its aspirations, which consists of four
key commitments.
1. To be pro-active. Being broad-minded and well informed in order to act quickly
and resolutely
2. To seek new knowledge. Pioneering potential through self-study and insatiable
curiosity
3. To communicate well. To harmonise diverse skills by thinking out of the box and
to communicate effectively with others
4. To display integrity. To work with diligence and sincerity as responsible individuals.
The role of Nikon within society is to provide the support people need to realise their
dreams. In order to successfully carry out this mission, we must constantly strive for
technical innovation and remain a corporation driven by energy and passion. Our brand
symbol accurately represents this ambitious goal.
5 Design concept of the brand symbol
The Nikon symbol conveys an unleashing of the power of imagination turned into
infinite possibilities of technical innovation and creativity. The motif of sequential rays
conveys 'infinite possibilities within the domain of optics'. The graphic symbolises
Nikon's determination to fulfil its mission and meet customers' expectations. The Nikon
logo and yellow brand colour are important visual elements that have garnered the
company a global reputation for high quality and trustworthiness. The yellow colour
Nikon 147
