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Sigma’s new logo and word mark shows up on its latest products and on its pop-up store in Manhattan. Image: Sigma |
Sigma has had a busy day. It’s unveiled a new visual identity for its brand, alongside announcements of a new mirrorless camera with a striking design that feels like it came from Jony Ive or Teenage Engineering, a refresh of its I-series primes, a flagship sports/wildlife telephoto lens and a do-it-all APS-C lens.
Its new wordmark, aka the way it writes its name, now uses a seriffed font, which wouldn’t look out of place atop a newspaper of record or on the tag for a piece of designer clothing. The previous style, which you’ll find printed on the company’s lenses, used a modern-style sans serif font. The company says this new style “will be gradually introduced across Sigma’s products, website, social media and product packaging.” The new wordmark already shows up on its website and all the new products the company released today.
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| Images: Sigma |
Sigma is also updating its symbol, giving it a “contemporary update.” The company says its new way of writing the Greek letter sigma – used in math to notate a summation – is meant to symbolize “the guiding idea behind our manufacturing philosophy: every single product is the sum of the technology, experience, passion and expertise of everyone involved in its creation.”
The new look comes alongside a push to emphasize the fact that the company’s products are made in-house in Japan, a fact it highlighted in a recent video showing off its production process of a 24-70mm F2.8 lens.
Alongside the new look, Sigma announced a new “Art Projects” initiative, where it will “collaborate with artists to produce and share their work.” The first two artists involved in the program are Sølve Sundsbø and Julia Hetta, and the company’s site now features pages showing off the two’s work.
Press release:
Sigma Announces New Visual Identity & New Art Projects Initiative
On February 24, 2025, Sigma Corporation (CEO: Kazuto Yamaki) will adopt a new visual identity for its products and brand.
Since Sigma’s founding in 1961, we have continued to innovate and push the standards of optical engineering out of a deep respect for the creative ways photographers and filmmakers engage with the world. With our new visual identity, we refocus on the essence of our manufacturing philosophy and communicate our desire to provide outstanding products and services to our customers.
The way cameras and photography relate to our lives is constantly changing, as the industry undergoes constant evolution and occasional revolutionary leaps. At the same time, the fundamental desire at the heart of photography – to capture and share moments – remains unchanged. Our new visual identity reflects our unwavering commitment to supporting this pursuit through exceptional craftsmanship and creativity.
Wordmark & Symbol
The most striking changes concern Sigma’s wordmark and symbol.
The new symbol is a contemporary update of the symbol that has been in use since Sigma’s founding. Based on the Greek letter Σ, it reflects the name of our company and symbolizes the guiding idea behind our manufacturing philosophy: every single product is the sum of the technology, experience, passion and expertise of everyone involved in its creation. Our new visual identity will be gradually introduced across Sigma’s products, website, social media and product packaging.
Sigma Aizu Japan
Sigma’s production is entirely based in Japan, with every lens, camera and other product manufactured at Sigma’s factory in Aizu and our supply chain concentrated in the Tohoku region. Our commitment to keeping everything local has resulted in the unique levels of craftsmanship, know-how and technology that define our products today.
In our future brand communication, we will place more emphasis on the origin of our exceptional quality: Made in Aizu, Japan.
Art Projects and Deeper Commitment to the Arts
As a camera and lens manufacturer, we have always been deeply motivated by the art of photography. We are inspired by the passion of photographers and filmmakers everywhere and hope that our relentless pursuit of quality and innovation will help artists realize their visions.
Supporting the photographic and visual arts is a core tenet of our corporate mission. In addition to our ongoing sponsorships and partnerships with numerous festivals and cultural events, as well as maintaining, growing, and exhibiting our library of photobooks, we will continue to expand and deepen our support of the arts through several new endeavors.
With the launch of our new visual identity, we are introducing Art Projects, a new initiative in which we will collaborate with artists to produce and share their work.
The first artists to work with us are Sølve Sundsbø and Julia Hetta.
For more details and further updates on the Art Projects, please visit https://www.sigma-global.com/en/art-projects
Author:
This article comes from DP Review and can be read on the original site.
