Sigma Corp. unveils new brand design, BF camera

GaryPageau
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Sigma mark and symbol

Sigma Corp. announced it will adopt a new visual identity for its products and brand. The company says 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 company and symbolizes the guiding idea behind manufacturing philosophy: every single product is the sum of the technology, experience, passion and expertise of everyone involved in its creation.

The new visual identity will be gradually introduced across Sigma’s products, website, social media and product packaging.

Sigma Corp. also announced the BF, a “radically simple camera.” The L-mount compatible camera body is machined from a single ingot of aluminum and features a minimalist design. The carving process takes seven hours. The user interface has pressure-sensitive haptic buttons and a dial.  The camera has a 24-megapixel full-frame sensor and the reliable dual autofocus system. The main shooting setting are stored on a live-view screen, secondary settings in an optional menu, and management functions and detailed settings in the system menu. Users can easily operate the shutter speed, aperture, ISO sensitivity, EV compensation, and color mode, along with other important shooting-related elements, at the touch of a finger.

The BF features 230 GB of internal memory, capable of storing more than 14,000 JPEG files, 4,300 uncompressed RAW images or 2.5 hours of video at the highest-quality setting, with the USB-C port offering fast charging and data-transfer speeds

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Gary Pageau is principal of InfoCircle LLC, continuing his marketing communications career. InfoCircle LLC is a marketing and communications consulting firm, specializing in business-to-business markets. For nearly 25 years, he was with PMA International, serving most recently as Publisher, Content Development and Strategic Initiatives. His primary responsibilities included overseeing the Association’s editorial department, marketing research unit, education and corporate relations department.