Tokyo, Japan—Sigma Corporation unveiled an updated and elevated Sigma visual identity at an event in Tokyo, led by CEO Kazuto Yamaki. The new brand look, including updated wordmark, logo and color palette, is now on the Sigma America, Sigma Global as well as Sigma Nordic websites. Products showcasing the elevated visual identity were also introduced. They include the intuitive Sigma BF camera; the first full-frame 300–600mm f/4 zoom lens; the first 18.8x zoom lens for APS-C mirrorless cameras; as well as the renewed lens I series.
New Sigma Visual Identity
The most striking changes concern Sigma’s wordmark and symbol. Further, the new symbol is a contemporary update of the symbol in use since Sigma’s founding. Based on the Greek letter Σ, it reflects the company’s name and symbolizes the guiding idea behind its manufacturing philosophy: “Every single product is the sum of the technology, experience, passion and expertise of everyone involved in its creation.”
Sigma acknowledges the way cameras and photography relate to our lives is constantly changing. “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,” the company announced. 
Pop-Up Space in Manhattan
Additionally, Sigma America is hosting a pop-up space in March at 21 Spring Street in Manhattan’s Nolita neighborhood. The pop-up will introduce the updated visual identity, the “radically simple” 24MP Sigma BF ILC as well as the recently announced lenses. Furthermore, celebrating the Art of Engineering and Engineering for Art, the space will showcase artwork captured with the BF by esteemed photographers.
The pop-up space will be open daily 10 a.m. to 6 p.m. beginning Friday, March 7. It will run through 2 p.m. on Saturday, March 29. On weekdays, attendees can learn more about Sigma’s new products and visual identity from team members. Weekends feature meet-and-greets with photographers, Instagrammers and influencers. They include Yu Shi; Max Loewenstein; Bri Hall; Ethan Barber; as well as Chris Greer and Paul Daniel, cohosts of the PBS series View Finders; and Sigma CEO Kazuto Yamaki.
The full schedule of special events is available here. Priority admission is given to registered attendees during special events. However, walk-ins are welcome throughout opening hours.
