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Published 19/09/12

Vanguard - Photokina 2012

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, directed By Mr. Thomas CHEN and managed by Ms. Hanna LI, and Vanguard Global board members and team, directed by the Vanguard CEO, Ms. Anne LEE and managed by Mr. Christophe REGNAULT, Senior Marketing Manager E.M.E.A., 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 color remains for brand equity consistency.

Vanguard C.E.O. Ms. Anne LEE ''This is perfect combination of unique linear graphics with the new enterprise logo reflected Vanguard's commitment to provide savvy, integrated solution for photographers, so they can exceed their limit faster and with better professional results.''

Christophe REGNAULT ''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.


1st Published 19 September 2012 16:31
last update 11/10/2018 11:39:03



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