{"id":45023,"date":"2025-06-10T18:00:00","date_gmt":"2025-06-10T09:00:00","guid":{"rendered":"https:\/\/designcompass.org\/?p=45023"},"modified":"2025-06-10T08:59:44","modified_gmt":"2025-06-09T23:59:44","slug":"sigma-brand-design","status":"publish","type":"post","link":"https:\/\/designcompass.org\/en\/2025\/06\/10\/sigma-brand-design\/","title":{"rendered":"Brand design with Sigma's tradition"},"content":{"rendered":"

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.<\/p>\n\n\n\n

This rebranding visualizes Sigma\u2019s precision and independent craftsmanship. The logo is a modern reinterpretation of the historical Greek letter sigma (\u03a3) in a geometric form. The new serif typeface, \u201cSigma Serif,\u201d 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 \u201cLight and Shadow\u201d created by Japanese manga artist \u201cnerunodaisuki\u201d is used throughout customer support content, adding a sense of playfulness to the brand.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n