I would like to re-brand Canon. The company has been using its logo since 1956. I believe the colour red should remain because of its identification with the brand, but I’d use completely lower-case, legible sans-serif type without any jagged details or tilted letters in order to avoid aggressive feelings and mistrust. In my opinion, the dot system that is used in Canon branding is working fine but I think that putting another red dot at the end of the logo would consolidate the relationship between the branding and the logotype.
Ozan Akkoyun is a communications designer who primarily focuses on branding and typography. He has bachelor’s degrees both in graphic design and engineering and works for international companies as well as cultural institutions — in the fields of digital, spatial, editorial and identity design. He has been featured in many international publications and online platforms.