Canon Medical Systems USA
Sharpening the focus on medical imaging
Making a difference is in Canon Medical’s DNA
From MRIs to X-ray equipment, the world of medical imaging is heavily dependent on advanced technology. That’s where many manufacturers concentrate their efforts.
Canon Medical Systems USA has a different mindset. It’s a company that thinks about access, impact and the good that its solutions do for providers, health systems and patients. For Canon Medical, the outcome matters as much as the product.
Tenet Partners helped Canon Medical bring that story to life with an award-winning brand refresh that set the company apart while honoring the global Canon brand.
Targeting Canon Medical’s distinct advantages
With the competition mainly focused on technology, Canon Medical saw an opportunity to leverage its emphasis on meaningful innovation, expertise, relationships and the positive impact it has on customers and patients as a way to stand out.
A new brand promise, positioning and personality set the stage for messaging and tone of voice. The narrative highlighted the company’s humanity and strong customer orientation: Canon Medical is with customers all the way, solving problems, meeting them where they are and setting them up for success. All in the name of delivering what matters: better outcomes.
Honoring the parent brand while exploring new directions
The critical challenge for Tenet’s design team was to respect the power and value of the global Canon brand while enabling Canon Medical to stand out as a preferred partner for the medical community. The visual identity had to remain firmly rooted in the parent brand.
The new design links to the global Canon brand in subtle ways, making good use of the corporate red along with gradients and geometric shapes, including the highly recognizable letter C that’s always been part of the Canon wordmark. The result is a rich texture that suggests technology without overwhelming the more human elements of imagery.
A refreshed Canon Medical brand grabs attention
In a crowded market where Canon Medical goes head-to-head against much larger competitors, the refreshed brand has done exactly what the company was looking to accomplish: elevate its profile. A few months after the updated brand launch, Canon Medical saw a 45% increase in engagement with its social media content, and response to PR at conferences tripled.
The revitalized brand also won Bronze in the 2024 Transform Awards, for best creative strategy—evidence of the difference that collaborative engagement and design that’s firmly grounded in brand strategy can make.
