DigitalCameraReview.com
Canon ELPH Brand Turns Ten
by Ben Stafford -  10/11/2006

Yesterday, Canon celebrated the tenth birthday of their ELPH brand at the Fashion Institute of Technology in New York.  To celebrate, they announced several events "that emphasize the fun, fashion, glitz and glamour" of the ELPH brand.  There is a sweeptakes where winners get ushered to a concert in VIP style and five bejeweled Canon Digital ELPH cameras will be auctioned off in Las Vegas on January 9th, 2007, to benefit the National Center for Missing and Exploited Children.

Ten winners, and their guests, will receive VIP treatment while attending Z100's Jingle Ball 2006 concert on December 15, 2006.  They will receive airfare, hotel accommodations, limousine transport to and from the concert, be hosted by one of the concert starts at a pre-event, and get prime seats for the show.  In addition, they will receive a bejeweled Canon Powershot Digital ELPH created by the design team at NYC Peach.  For details about the sweepstakes, see www.powershot.com.

The ELPH History

The first ELPH was introduced way back in 1996 as one of the first cameras that used Advanced Photo System (APS) film.  After the intial ELPH, three more APS models were added to the line.  Canon ended up selling 10.5 million APS ELPH cameras.

Canon attributes the success of the design to its simplicity.  By keeping the basic elements of a box and a circle and constructing the camera out of stainless steel with a new finish, Canon was able to create a camera that was as much a camera as it was a fashion accessory.

When it came time for the first Digital ELPH, designer Seiichi Omino didn't want to simply copy the design of the film-based ELPHs.  However, he was able to keep the same box and circle elements and moving the lens slightly off-center to allow for the new internal digital components.  This off-center look became the signature Digital ELPH look.  According to Canon, they have sold more than 22 million Digital ELPHs worldwide.

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