SUMMARY
Sigma CEO Kazuto Yamaki is focused on transforming the company's brand perception, aiming to make Sigma a 'nicer brand' rather than necessarily a larger one than competitors like Sony or Canon. This rebranding includes a new visual identity, logo, typeface, and emphasis on 'Made in Aizu' craftsmanship, repositioning Sigma as an aspirational artisan brand. Yamaki highlighted the company's journey since its founding 65 years ago, particularly the success of its 'Art' lenses introduced in 2012, and the need to better communicate the quality of its products. The recent launch of the Sigma BF camera is seen as embodying this new vision.
TAKEAWAYS
Sigma CEO aims to make the brand 'nicer' and more aspirational, not just bigger.
Rebranding includes new logo, typeface, and focus on 'Made in Aizu' craftsmanship.
Company seeks to better communicate the high quality of its products.
Sigma is privately family-owned, distinguishing it from larger competitors.