This is the brand design of Japanese camera company Sigma. In early 2025, the new Sigma brand was revealed, and Stockholm Design Lab, which designed it together, has released a detailed design case study.
This rebranding visualizes Sigma’s precision and independent craftsmanship. The logo is a modern reinterpretation of the historical Greek letter sigma (Σ) in a geometric form. The new serif typeface, “Sigma Serif,” is inspired by Japanese calligraphy, expressing both engineering sharpness and tradition. The packaging uses Japanese handmade paper and sophisticated printing techniques, maintaining a unified brand tone even through to the manual and warranty. The character “Light and Shadow” created by Japanese manga artist “nerunodaisuki” is used throughout customer support content, adding a sense of playfulness to the brand.
The spatial design combines the warm texture of wood and natural materials with the technical mood of black and white. The circle shape is used as a core element of Sigma throughout the brand environment. The product design was done by Ichiro Iwasaki, who has been a partner since 2012, the brand photography was done by Emil Larsson, and the product demo video was created by Parapix.
