Feature Design CineAlta Camera F65

Worthy of the CineAlta name

Eijiro Mori

Mori: CineAlta products have earned an outstanding reputation in video production. The F65 launch would be a good opportunity to build the brand even more and reinforce our presence. Toward this end, designers approached relevant departments during development and raised the idea of redesigning CineAlta brand assets.

Another reason, of course, was because the production environment itself had evolved. CineAlta was originally conceived as a line supporting HD 1080/24p video production. Our desire to provide high-end video production tools led us to target the 24p frame rate of movies at the time. But today, even consumer and news camcorders generally support 24p.

In this kind of environment, how could we convey that CineAlta stands at the pinnacle, serving the filmmaking community and others in high-end video production as our flagship systems? We considered how to redefine the brand, moving on from 24p. Our answer was the phrase Beyond HD, which represents the Sony commitment to continue providing unsurpassed image quality and features not only in current 4K, 8K, and 3D production but also in any superior formats that emerge in the future.

There's also something else behind the CineAlta brand, which we reserve specifically for video production equipment. The words make and take symbolize two kinds of filming. Making is what the creative professionals in video production do, when movie directors bring their vision to the screen. In contrast, as in news reporting, cameras are also instrumental in faithfully capturing a take, as a scene unfolds. The spirit of making in video production, along with the ideal of going beyond HD, must be clear for our cameras and systems to be worthy of the CineAlta name.

CineAlta was originally coined from a combination of cinema and the Italian word for "highest," alta. In a sense, then, the rebranding is a return to our roots. To me, it is the brand's founding ideals that represent things Sony should be proud of, and things that set us apart, yet things that are universal.

CineAlta

An infinite loop linking the past and future

Tetsuro Sano

Sano: Now that we had redefined the CineAlta brand, we wanted to update the logo to help get this message across. The logo had gained value to Sony as the brand's reputation grew. Focusing on making the most of existing assets while updating them for current tastes, I set to work in logo design.

Essentially, maximizing existing logo assets was like translating the logo's message and image into a modern phrasing. In the previous logo, the c and a of CineAlta are linked in a möbius strip, symbolizing infinite potential. This message is timeless, and the impressive gold coloring was another aspect I wanted to keep. At the same time, I wanted to express qualities of flexibility and substantiality-the former representing the flexibility of supporting a range of shooting and editing environments (following the shift from tape- to file-based workflows), and the latter, substantial-looking 4K footage. By the same token, a logo element I didn't mind leaving behind was the dual lines, which symbolized the film and tape media that were dominant at the time.

Still, merely brushing up the logo to make it more stylish would not take full advantage of existing qualities. The world of cinema is full of legendary logos, and there's a kind of shared language unique to the filmmaking community. These logos project a sense of entertainment, glamour, and dignity. A logo true to this tradition would embody a CineAlta brand rooted in the high-end field of filmmaking. Fleshing these ideas out, I created a series of sketches for the logo, and then I developed an animated version.

CineAlta

The logo adorning the camera body itself was updated significantly. We moved from an embossed logo to a substantial-looking one that seems to float in the clear plastic, which has greater impact. It's only about 1.5 mm thick, but even when the badge is viewed straight on, the flat-looking surface is subtly rounded to make the logo appear substantial. This, along with careful use of reflective and non-reflective surfaces, yields a sophisticated sense of depth within a small space 1.5 mm thick.

Oka: In movies, Sony has been a pioneer in developing 4K production and viewing environments. Sony is probably the only company that provides equipment used at all stages from shooting to editing, archiving, theater distribution, and screening. And surely sometime soon, we'll be bringing this technology to the living room.

We encourage those of you in video production to use the F65 and treat audiences to new 4K video entertainment they've never seen before. We hope that one day, this work will reach people not only in theaters but also in the comfort of home.

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