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Alpha is a brand name for products associated with the digital single lens reflex camera systems with interchangeable lenses. To introduce the new brand, the designers positioned cinnabar as the brand color to symbolize the visual beauty delivered by digital imaging, and used the color to create a common identity for the camera body, lenses, and accessories. Inspiration was taken from the most distinctive characteristic of single lens reflex cameras, the lens mount halo, to establish a design identity. The icons developed were used in the communication design, to pursue the image of Alpha mount = cinnabar.
Takuya Kawagoi, Kenichi Hirose, Takeshi Ichimura