Will the Olympus brand name really be dropped, post-sale?

Will the Olympus brand name really be dropped, post-sale?
(Image credit: Olympus)

As we all know by now, Olympus has agreed to divest its camera business later this year. By 30 September 2020 an agreement will be made with the new custodian of the company's camera brand, Japan Industrial Partners (JIP). 

It is now being reported that, as of 2021, JIP will drop the Olympus name for its photographic products, and will brand its cameras simply as "OM-D" and "PEN", with lenses being branded "Zuiko". (Presumably the same would be the case for Olympus' audio products, which are understood to be part of the sale.)

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James Artaius

The editor of Digital Camera World, James has 21 years experience as a journalist and started working in the photographic industry in 2014 (as an assistant to Damian McGillicuddy, who succeeded David Bailey as Principal Photographer for Olympus). In this time he shot for clients like Aston Martin Racing, Elinchrom and L'Oréal, in addition to shooting campaigns and product testing for Olympus, and providing training for professionals. This has led him to being a go-to expert for camera and lens reviews, photo and lighting tutorials, as well as industry news, rumors and analysis for publications like Digital Camera MagazinePhotoPlus: The Canon MagazineN-Photo: The Nikon MagazineDigital Photographer and Professional Imagemaker, as well as hosting workshops and talks at The Photography Show. He also serves as a judge for the Red Bull Illume Photo Contest. An Olympus and Canon shooter, he has a wealth of knowledge on cameras of all makes – and a fondness for vintage lenses and instant cameras.