The new logo is designed as a flexible identity system using brackets to symbolize framing a photo, drawing inspiration from the universal act of framing an image with one’s hands. The frame serves as a trigger, encouraging photographers to frame their own images.

Because it bears a resemblance to Japanese quotation marks (known as Kagikakko, or hook bracket 「」 ), the identity also reflects the act of naming or quoting a subject, allowing the photographer to create the content within.

The Nikon Photo Contest is an invitation to photographers to put their lens on the world and frame their story.

Client: Nikon Corporation Japan
Identity Concept, Design & Art Direction: SILNT (Felix Ng, Germaine Chong, Chloe Seet)
Co-Creative Directors: Sumiko Sato, Koichiro Tanaka (Projector)
Strategist: Chris Riley (Studioriley)
Copywriters: Sumiko Sato, Jed Alger
Japanese Adaptation: Daisuke Kokubo
Website Production: Puzzle Inc. (Japan)