Since 2023, the Japanese optics brand Sigma has collaborated with Stockholm Design Lab to redefine its brand strategy, visual identity, and various applications, including packaging, product campaigns, digital platforms, and spatial design.
At the heart of this new identity is an updated Sigma character - a simplified geometric form that reintroduces the brand's original signifier in a modern context. This symbol serves as a concise link to Sigma's legacy and is designed to function confidently across multiple formats.
The visual system is built on two custom typefaces: Sigma Serif, inspired by the structural qualities of Japanese characters, and Sigma Sans, which provides a more neutral counterpart. The contrast between these two typefaces adds both character and clarity to the overall visual language.
Stockholm Design Lab describes the identity as “a refined design” that “reinforces Sigma’s commitment to craftsmanship and precision.” It draws from Japanese heritage and values, expressing these through thoughtful restraint and structural balance.
The identity was introduced through events in Tokyo, Shanghai, and Aizu, culminating in an exhibition at the CP+ show in Yokohama. The space, designed in collaboration with Elding+Oscarson, extended the visual system into a spatial experience.
The outcome is a focused and considered identity that remains true to Sigma’s principles while allowing room for future evolution.
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