We’ve made key updates across the Brand HUB to support faster, more consistent brand execution:
Event Design (formerly “Tradeshows”)
An all-new modular framework and design system is now available. It introduces a tiered event system, templates, and a scalable approach to help you quickly create well-designed, brand-aligned spaces—no matter the booth size or event type.
New Imagery Section
We've consolidated the Brand Patterns and Product Imagery pages under a new section called Imagery within the Brand system section. This also includes a new Brand Photography page, featuring two new categories of photography that play a central role in our refreshed templates and layout systems.
Corporate Literature Enhancements
Two new annotated visuals have been added under Cover Design Structure, showing how to apply brand photography to both product and solution brochure covers.
These updates reinforce our focus on clarity, flexibility, and design consistency across all brand touchpoints.
We’ve made thoughtful updates to two key areas of our creative system—advertisements and corporate literature templates—to better reflect our refreshed brand identity while ensuring continuity and ease of use across teams globally.
What’s New:
- Refined Typography: Updated type styles have been applied across layouts to align with our new system font and typographic hierarchy. This ensures clarity, precision, and a more cohesive visual presence.
- New Brand Patterns: Templates now include our recently introduced brand patterns, bringing more depth, energy, and flexibility to visual storytelling.
- Brochure Layout Enhancements: Minor layout updates improve the balance of content, imagery, and brand expression—while preserving the intuitive structure our teams rely on.
What’s Staying the Same:
To minimize disruption, the overall structure and usage of these templates remain largely consistent with those introduced in the past 12 months. This means:
- No changes to key content zones or overall format
- Continued compatibility with your existing content workflows
- Seamless integration into your ongoing campaigns and collateral production
We’re proud to introduce a refreshed Topcon brand identity—a system designed to reflect who we are, what we stand for, and where we’re going. This is more than a visual update. As Ivan has shared, it’s an integral step in launching the new Topcon—a modern technology company that is innovative, agile, and distinct from the competition.
This brand evolution aligns our voice and visuals with our bold mission: to lead the industry through precision and innovation as an agile provider of high-precision positioning systems, software, and services that create value for our customers in the Construction, Geomatics, and Agricultural markets.
What’s included in this first release?
As part of our evolving brand strategy, we’ve updated our Vision, Mission, and Purpose statements to better reflect who we are today—and where we’re headed tomorrow. These updates align with our renewed focus on clarity, innovation, and human potential, and mark the beginning of a broader brand refresh.
You can find the updated statements in the “Our Brand > Brand Foundations” section of the guidelines. In addition, you’ll notice visual changes starting to appear across our ecosystem, beginning with updates to the homepage design. These reflect our renewed emphasis on precision, clarity, and cohesion.
While all current guidelines remain valid, this is the start of a phased evolution that will touch every part of our brand—from our color palette and photography to presentation templates, trade show booths, and beyond. The degree of change will vary by asset, but you can expect to see updates roll out steadily over the coming weeks.
This refresh is more than just a new look—it’s a system designed to move with purpose, express who we are with unity and conviction, and help us show the world where we’re going next.
We’ve updated the Usage page of under Typography. The changes are as follows:
- A new Typography Quick Guide for headlines has been added under Typography > Usage in a newly created "Resources" section at the bottom of the page.
Purpose of the Quick Guide: This guide outlines our standard font headline styles as part of the new Collateral Design System. It is to be used for all print ads, corporate literature, and flyers. For larger formats such as posters, banners, and tradeshow materials, styles should be scaled up proportionally while maintaining consistency.
Additionally, please note that we are no longer using all caps for any headline styles. Be sure to review the new guide and incorporate it into your projects.
With this new release, we are introducing a new section of "Collateral" pages under our Brand in Action section. The first page being introduced is for Corporate Literature and it provides a clear overview of our brand standards and ensures consistency across all corporate literature.
What's Included:
- Overview of brochure and datasheet templates
- Key principles of our collateral design system
- Examples of fixed and flexible elements
A separate page specific for production guidelines will be published soon. This additional page will be restricted to our creative teams responsible for creating our corporate literature. This change will not affect the version number of our Brand HUB.
This next update to our Brand HUB brings a handful of exciting new improvements, guidelines, and templates specifically around icons and advertising. Below you’ll find a full breakdown of the changes.
Updates:
- Corporate logo (Brand Assets> Logo):
- Added text stating that approval from the corporate brand team is required to use the brand symbol alone.
- “Logo downloads” section added underneath “Logo variations” section
- Additional guidance has been added to the “Logo placement” section
- Icons (Under Brand Assets):
- Brand icons
- Graphic for “icons in shapes” have been converted to black and white. Actual styling of icon containers are determined by the specific templates, but remains otherwise open for creative freedom.
- Graphics for “icon color” have updated and guidelines have changed for the correct use of color
- Graphics have updated for “icon sizing”
- The “Google Material Icon Library” section has been updated to match the updated Materials Design website UI and URL
- Software icons
- Updated main image to include more accurate representations of our software brand icons. A new, rounded square container has been included as part of all software icons.
- User-interface icons
- The “Google Material Icon Library” section has been updated to match the updated Materials Design website UI and URL
- Brand icons
- Advertisements (Under Brand in Action): This page has been completely re-structured and new content has been added for print advertising as well as imagery treatments. Links have been added to access templates directly for members of the creative team.
Templates for print and digital advertising, along with social media graphics, are now available on our internal Brand HUB. These resources are specifically designed for Topcon's creative team to facilitate the creation of high-quality designs that maintain a consistent aesthetic across various mediums.
In our first release of the new year, we are bringing a lot of new additions to the Brand HUB. There are multiple new pages as well as some updates to existing pages. Below you’ll find a full breakdown of the changes.
New pages
- Co-branding (under Logo): This page has been migrated from the previous brand guidelines and contains refreshed visuals along with additional guidance for color, clear space, and the tall version of the logo.
- Dealer branding (under Logo): Featuring a re-design of our Authoriz(s)ed Dealer logo, this page outlines a variety of dealer branding elements including wide and tall versions that can be used depending on the dealer logo design.
- System typeface (under Typography): Guidelines for which font to use for all company correspondence like emails, letters, faxes, PowerPoint presentations, and other documents
- Product typeface (under Typography): Guidelines for typography as it’s used in product and application design. This is an external link that redirects to Topcon’s user-interface design guidelines.
- Tradeshows (under Events): An all-new page created to provide guidance when designing for tradeshows including creative approach, booth anatomy, do’s and don’ts, as well as a gallery of both infrastructure and agriculture shows. Note – Two additional items appear under “Events” which are items coming soon, but not available yet.
- Facility branding: This new paged documents high-level brand elements to be considered for any Topcon facility branding project such as exterior logos, signs, and interior paint colors. More will be added to this page in future releases.
- UI design: This external link will bring you to the homepage of our Web Component Library. Primarily an internal tool, this resource will provide necessary guidance and resources to design Topcon apps and software in accordance with our design system. Topcon SSO is required for access.
Changes to existing pages
- Brand personality: Moved “Brand pyramid” section to the top
- Brand language: Moved the “Writing principles” section to the top, added a “Topcon terminology” section to the bottom, updated guidelines around the term “WiFi”.
- Corporate logo (under Logo): Added additional item under “Guidance” that indicates to not use the Topcon logo as a word within a sentence
- Brand typeface (under Typography): Added a description to “Weights and styles”, added guidelines around character limits for body copy
- Usage (under Typography): Added supporting images to “Text color and accessibility” section, added a do’s and don’ts guidance section
This new release brings a wide variety of new elements to our online brand guidelines.
Homepage and Launch Video
The first thing you'll notice is the addition of an all-new homepage where you can find quick links to some other new additions such as a News and Launches blog area and Resources. You'll also notice a nice vibrant banner with a video. All of us on Topcon's Corporate Brand and Communications team are excited to share this video which highlights all the amazing new additions and changes that have been made to our brand identity system over the past year plus. We encourage you to share this video with your teams to ensure we are all taking advantage of the new brand system.
News and Launches
With this new release we're also introducing an area where we can share blog posts on various news and launches as they relate to our brand. This section will highlight things like new corporate themes, campaigns, brand systems, and more. Bookmark the brand guidelines and check-in regularly to see what's new!
Resources
Some of you may notice that our online brand guidelines is a lot slimmer than it used to be and that's because it is! We've intentionally made this new version of our brand guides leaner to make it easier for the vast number of content creators that Topcon employs to discover and reference the guidelines that most relate to the work they do. All in-depth guidelines for messaging and creative have been moved off our public guidelines and relocated to an internal space and made available to all of those who need access. By removing all of these detailed guidelines that only relate to a small percentage of people, we allow our brand guidelines to be much simpler and easier to navigate.
Search
For some sections of the guidelines, you'll notice a new search bar at the top of the left navigation. This feature has been added to make it easier to search for items on our navigation that are hidden within the toggle menus. Simply type a term into the search bar and it will search through these sub-menu items and only show those with matching terms.
Coming Soon
You'll also notice several areas on the guidelines with grayed out items that are coming soon. This is to provide everyone with an idea of what items are currently being worked on by our Corporate Brand team. If you have questions about something and don't see it listed anywhere, please reach out to us at brand@topcon.com.
Color Proportions
The color proportions section on the Color page has been completed and now provides color ratios for corporate brand, positioning, and agriculture.
In order to better clarify how our brand icons should and should not be used, additional guidelines have been added to the Brand Icons section. Specifically, guidelines have been created around:
- Icon usage in shapes
- Icon color usage
- Icon sizing and proportion
Additionally, a section has been added to the bottom of the Brand Icons section as well as the User-interface Icons section describing where to access additional icons beyond those available within our own icon library. Because our icons are based off of Google's Material Design System, icons that Google has included in their library can be used by Topcon provided the proper steps are taken to ensure brand consistency. These steps, as well as a link to find these icons, are available within these two sections. Please note that the download specifications slightly differ between brand and user-interface icons.
The Corporate Brand team is excited to announce the first release of the new Global Brand Identity System for Topcon Positioning Group. This guideline document is intended for use by the creators within Topcon Positioning Group, its partners, and agencies. You can reference this page for notes on future releases. Each new release will be announced here with notes on new additions to the guidelines or on things that have changed. This first release could be considered a "beta" release as there are still some pages that are still a work in progress. You can expect these pages to be completed by the next release.
For any questions, you can reach out to brand@topcon.com.