I'm intrigued by what this new Nikon logo could mean

Logo design is an essential part of branding, and for serious brands, every variation and design tweak has a purpose and meaning. It's understandable then that the photography world is now poring over a mysterious new Nikon logo that the company has just trademarked in Japan.

It's by no means the most sophisticated or attractive logo design. In fact, it's pretty ugly. But the big question is, what's it for? It shows a camera with the shape most usually used to represent video, ringed by an arrow that partly comprises broken yellow lines. The usage descriptions in the application are very much on the vague side, generating even more intrigue. Could it mean we have a new device for our list of the best cameras?

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.