OM Digital Solutions, the digital imaging company that acquired the former Olympus imaging division, has announced that going forward, its ‘interchangeable lens cameras and lenses, compact digital cameras, audio products, binoculars, and other services’ will be sold under the new brand: ‘OM System’.
In addition to the new branding, OM Digital Solutions has also teased an upcoming interchangeable lens Micro Four Thirds camera that it claims will leverage ‘the use of computational photographic technology.’
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According to OM Digital Solutions, the forthcoming OM System interchangeable lens Micro Four Thirds camera will combine the company’s ‘industry leading manufacturing capabilities and cutting-edge technologies to significantly improve performance and provide an unrivaled photographic experience.’
The press release, embedded below, specifically emphasizes ’accelerating the improvement of image quality and photographic expression through the use of computational photography technology.’ What exactly that means remains to be seen, but OM Digital Solutions isn’t holding back on the marketing speak for whatever it has in store.
It’s very possible that the planned camera will feature the new 20MP stacked-CMOS sensor from Sony Semiconductor that we reported on last week. This sensor can be read-out at full bit-depth at up to 120 fps, which opens up various possibilities, including ultra-fast stills capture, as well as – potentially – powerful autofocus and video functions.
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| Could this be the new logo we’ll see on future Micro Four Thirds cameras from OM Digital Solutions? |
As for the rebrand, OM Digital Solutions says the new OM System is designed to express its ‘determination to continue to deliver unparalleled experiences to our customers through our mission of always challenging convention and a philosophy of continuous product development, which we have adhered to since the establishment of OM Digital Solutions’.
OM Digital Solutions notes that all Olympus imaging- and audio-related products will be released under the OM System brand and, presumably, bear the new logo, displayed above. The brand’s slogan is ‘Break Free’ and its mission statement reads as follows:
’Time does not stand still.
It does not take excuses or do repeats. The sun won’t ask for your permission to set, a smile comes and goes, and a Falcon won’t wait for your go-ahead to take flight.
When a moment comes, one that makes you feel, you should be ready to capture it. Those moments of beauty are meant to be shared, feelings to be remembered, and images intended to be captured.
We are passionate about providing creators with the tools necessary to fight time, outsmart the odds, and break free to go on your adventures, sunshine, rain, or snow. We build uniquely compact and dependable imaging systems with creator-centric innovations that allow you always to be ready to capture those once-in-a-lifetime moments.
Make it last forever.
Defy the moment, with OM SYSTEM.’
You can find out more information about the OM System brand on its new website.
Press release:
Announcement of The New OM SYSTEM Brand
Delivering unparalleled experiences with the OM philosophy and the development announcement of a new interchangeable lens camera to bring photography to the next level
Bethlehem, PA, October 27, 2021 – OM Digital Solutions is pleased to introduce the OM SYSTEM brand for our lines of interchangeable lens cameras and lenses, compact digital cameras, audio products, binoculars, and other services. We are proud to share that going forward, Olympus imaging- and audio-related products will be released under the OM SYSTEM brand. Additionally, we are currently developing a new interchangeable lens camera compliant with the Micro Four Thirds System standard that will embody the OM SYSTEM concept and bring photography to the next level.
The new OM SYSTEM brand
For more than 80 years, since the release of the Semi-Olympus I in 1936, our business (formerly the imaging business of Olympus Corporation) has received tremendous on-going support from our loyal customers for Olympus imaging products. During the film camera era, we achieved an unprecedented compact, lightweight design with the OM series of 35mm SLR cameras, and this development philosophy emphasizes that design lives on in our new company and brand. Looking to the future, we pledge to establish brand value and growth through building the new OM SYSTEM brand.
What we want to accomplish with OM SYSTEM
OM SYSTEM expresses our determination to continue to deliver unparalleled experiences to our customers through our mission of always challenging convention and a philosophy of continuous product development, which we have adhered to since the establishment of OM Digital Solutions. Through our products and services, we hope to create exciting experiences that bring joy and inspiration. Going forward, we will strive to be the brand that customers will treasure for a long time to come, devoting ourselves to craftsmanship that demonstrates a commitment and fulfills people’s lives.
The development of a new interchangeable lens camera
Compliant with the Micro Four Thirds System standard, the interchangeable lens camera that we are now developing combines our industry leading manufacturing capabilities and cutting-edge technologies to significantly improve performance and provide an unrivaled photographic experience. We are leveraging the Micro Four Thirds System standard to make more compact and lightweight systems, strengthening the photographic support functions that broaden the field of photography, and accelerating the improvement of image quality and photographic expression through the use of computational photographic technology. We want OM SYSTEM to be a partner for the adventures of each and every person. We hope that you will look to our Micro Four Thirds system to bring photography to the next level.
OM SYSTEM brand statement
“Break Free”
Time does not stand still.
It does not take excuses or do repeats. The sun won’t ask for your permission to set, a smile comes and goes, and a Falcon won’t wait for your go-ahead to take flight.
When a moment comes, one that makes you feel, you should be ready to capture it. Those moments of beauty are meant to be shared, feelings to be remembered, and images intended to be captured.
We are passionate about providing creators with the tools necessary to fight time, outsmart the odds, and break free to go on your adventures, sunshine, rain, or snow. We build uniquely compact and dependable imaging systems with creator-centric innovations that allow you always to be ready to capture those once-in-a-lifetime moments.
Make it last forever.
Defy the moment, with OM SYSTEM.
Author:
Gannon Burgett
Source: Dpreview
