Benefits / Resources / Articles
December 02, 2020

KEH Camera Announces Rebranding, Affirms Commitment to Going Beyond For Camera Lovers

On October 20, 2020, KEH Camera, the original reseller of professional, collectible, and everyday gear for camera lovers everywhere, revealed a rebrand to its visual and verbal identity, as well as to its mission, which reflects a deep dedication to its customers, its employees, and the photographic community.

“Our mission is a shared belief within KEH, and it is the driving force behind everything that we do,” says Jon Safran, KEH Camera’s President and CEO since 2018. “We exist to put camera gear in the hands of ordinary people to unlock extraordinary potential. Our collective challenge and rallying cry is to go beyond to unleash possibility.” He added, “We have the industry expertise, the operational excellence, the inventory, the supply chain, and the right people—all that was left was a bold North Star—and that’s what this rebrand has provided us. It’s as much about moving forward as it is about honoring our past.”

With that in mind, the new KEH logo draws inspiration from the iconic etched and machined lettering and symbols of vintage film camera equipment, which the company has specialized in buying and selling for over 40 years. KEH has launched the rebrand across all customer touchpoints, including its website, social media and various marketing channels.


The original camera re-commerce company, KEH has always envisioned a better way to support the passion and profession of photography. Serving the camera community since 1979, KEH has become the largest curated market for field-tested, expert-graded photo and video equipment in the industry. To learn more, visit