OMDS announces the first re-branded product with the new logo.

[AndyS]

In the world of Zuikophiles the decision to re-brand the product is a bit controversial. After sleeping on it, or in my case not sleeping, I've concluded that this is the best possible transition away from the parent company's logo.

The OM (and now the OMD) lines of equipment were the result of a single individual, Yoshihisa Maitani. One man. One incredibly gifted engineer with one incredible vision. In 1974 the first pro level slr was launched and christened the M-1 as a tribute to Mr. Maitani who had already proven himself with the Pen and Pen F lines. There was a short production run under that brand before Leica sent a cease and desist letter over the copyrighted M designation. The product was re-branded the OM-1 to satisfy the legalities of copyright. It seems re-branding is nothing new to the company.

When Olympus made the transition from film to digital with the E-1 in 2003 it was yet another re-branding, this time away from the Maitani homage. Then nine years later, three years after his death, the OMD EM-5 was introduced with a return to the Maitani reference and the commitment to return to the philosophy that created the camera and the company; small, light, inexpensive and easy to have with you because the camera you have with you is the best camera.

With that in mind the return to the 1980s OM System logo is as much a tribute to the heritage of the man and his accomplishments as this Zuikophile can ask. I had the honor of meeting him on more than one occasion and and can only imagine the self depreciating modesty with which he would receive this tribute.

So you see, for those of us who bleed Olympus blue, it's not about a name or a machine it's personal.

Read a biography here: https://casualphotophile.com/2018/01/12/yoshihisa-maitani-the-man-who-made-olympus/

[CaliforniaPeggy]

1. Thanks for your well-written and interesting report, my dear Andy!

I enjoyed it greatly. I like the fact that the company is honoring this man who had so much to do with their success.

[AndyS]

2. This is a difference between the OM and other manufacturers, it is the progeny of a single person.

The other example that comes to mind is Leica, the original and first production 35mm still camera designed by a machinist who liked photography.

As fine as they are and as great as the images they make are it's just not the same with the other lines. There's no personality involved no, for the lack of a better term, humanity.

Time will tell if Maitani's legacy will continue. OMDS is sending all the right signals as a stand alone camera maker. There are two possibilities; a return to pure photography in product development or a reach for quick profits and short term gain. I have high hopes that the long term goal of profitability through innovation will outweigh the short term smash and grab opportunity.