Bushnell was born in 1948 when David P. Bushnell began to import high quality, yet affordable Binoculars from Japan for post-war Americans to enjoy. Providing a level of performance that was until that point, reserved for the elite, made Bushnell a household name for binoculars and eventually many other categories of sporting optics. The Bushnell brand has gone through many transformations over the years and needed to get updated and cleaned up without adding another chapter in the brand evolution. Combining elements with equity from past evolutions with clean, modern type and design components make it easier for the brand to reach across multiple categories and consumers without issue.
