Canon introduced a whole new system with a new, game-changing RF lens mount that delivers optical excellence today and incredible possibilities for future designs.

The full-frame mirrorless EOS R system was an evolutionary jump for Canon. It is their largest system update since their introduction of the SLR camera in the early 2000's.

The design for Canons marketing materials was approached with the same philosopy that Canon used to create the EOS R – a simple, thoughtful visual design system that can adapt and evolve over time as new EOS R cameras and lenses are introduced.