Today, parent company OM Digital announced a major change for the well-known Olympus brand. It’s rebranding Olympus to the name “OM SYSTEM.” This new brand name will cover the company’s roster of interchangeable lens cameras, lenses, audio gear, compact digital cameras, and binoculars. Here’s a look at OM Digital’s introduction of the OM SYSTEM brand:
In addition to the major rebrand announcement, OM Digital Solutions released that it’s working on a new interchangeable lens camera. The camera will be compatible with the Micro Fourth Thirds System standard. It is built to “embody the OM SYSTEM concept and bring photography to the next level,” according to an OM Digital Solutions press release.
Meet the OM SYSTEM brand
The Olympus brand has delighted photographers and brand loyalists for more than 80 years. It has helped creators level-up their visuals in entirely unique and innovative ways. In the era of film, the brand went above and beyond with the compact and lightweight OM series of 35mm SLR cameras. OM Digital Solutions says this ethos of breaking the mold and thinking outside the box will only continue.
“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,” the press release states, noting both products and services will help this new brand deliver exciting experiences.
Background on OM Digital Solutions
The change from Olympus to OM SYSTEM comes on the heels of earlier 2021 Olympus brand changes. In January 2021, Olympus officially transferred its imaging business to Japan Industrial Partners Inc. The goal for the company, headquartered in Tokyo, is to preserve the Olympus legacy while moving toward innovative products.
Introducing the new interchangeable lens camera
Changing an 80-year-old brand name wasn’t the only major announcement up OM Digital Solutions’ sleeve. The company also shared it’s working on a new interchangeable lens camera compliant with the Micro Four Thirds System standard. This is a system known for being compact, lightweight, and versatile, as described in the OM Digital Solutions press release:
“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.”
This camera is currently under development but may be a sneak peek into the future ethos of the new brand. It sounds like we can expect portability, versatility, and top-notch quality. There may be a new brand name, but this preview makes it clear that the many things that made Olympus shine will remain strong.
“We want OM SYSTEM to be a partner for the adventures of each and every person,” the press release concluded. “We hope that you will look to our Micro Four Thirds system to bring photography to the next level.”
For more information, check out the new OM SYSTEM brand website.