Konica was a Japanese imaging and photography company that merged with Minolta in 2003 to form Konica Minolta Holdings. The Konica name itself dates to 1987, when Konishiroku Photo Industry was renamed Konica Corporation, unifying all product lines under the Konica brand [1]. Today, the visual identity associated with the Konica name is the Konica Minolta symbol logo, which was introduced at the launch of the merged holding company on August 5, 2003 [2].
Design and History
Work on the new Konica Minolta logo began shortly after the integration was announced in January 2003. Design staff from both companies were mobilized to work jointly on the project, rather than commissioning an external advertising agency. Executives told the designers that a design implying either company was superior or inferior would be unacceptable, reflecting the goal of making the logo a symbol of the integration [3].
By March 2003, two draft designs were proposed to top management. The decision was unexpected: the selected logotype was combined with Minolta’s existing globe mark, which had been designed by American graphic designer Saul Bass and introduced in 1981 as part of Minolta’s corporate identity program. Adopting the logo of the non-succeeding company in a management integration was described by Konica Minolta as extremely unusual. Fumio Iwai, the first president of Konica Minolta and former Konica president, explained the choice was based on studies of the cost and effect of creating and spreading a new mark, adding that he was personally captivated by the design [3].
While the shape of the globe mark remained unchanged, the blue color was adjusted with a reddish tint compared to the Minolta version. This new color was named “Innovation Blue” and was decided at the end of May 2003. The logo was officially announced in August 2003 [3].
In 2006, a 3D type globe mark was developed in response to market trends and to ensure continuity with product displays. This 3D version is designated as the priority logo [3].
Meaning and Symbolism
The Konica Minolta logo consists of a symbol mark and a logotype. The symbol, called the “globe mark,” represents the Earth and expresses the infinite expansion of Konica Minolta and the offering of innovative value to customers worldwide [4].
The elliptical form expresses the offering of reliability and security to customers and the harmony of the company’s wide-ranging technological expertise. The five lines represent light beams and express technological capabilities in the field of imaging [4]. The Japanese corporate site specifies that the five lines represent the technologies of optics, chemistry, electricity, mechanics, and software [5].
The blue color of the symbol mark expresses creative innovation and is called “KONICA MINOLTA blue” [4]. The logotype expresses precision and quality in the field of imaging and the continuation of fresh surprises offered to customers [4].
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