Olympus ANNOUNCES STYLUS™, A NEW BRAND FOR COMPACT DIGITAL CAMERAS

Olympus also announced the release of the new STYLUS brand! Read the full press release below!

CENTER VALLEY, Pa., September 17, 2012 – Olympus announces the introduction of the STYLUS brand, consolidating all Olympus® compact digital cameras under a single banner. Olympus has been expanding its line of compact digital cameras by developing each model with a distinctive concept designed to appeal to the different needs and lifestyles of potential users. All built on a foundation that includes high image quality, a high-performance lens based on the most advanced optical technology, and rugged construction to ensure reliability when used outdoors.

The new compact digital cameras coming out this autumn will benefit from a host of unique features derived from the technological breakthroughs Olympus has achieved with its PEN® series of Micro Four Thirds® cameras and its flagship OM-D™ camera. By launching all these products under a unified worldwide brand – STYLUS – Olympus hopes to establish a consistent vision and concept across all product lines that will resonate with users. At the same time, each camera will be designed around its own unique concept, aimed at the specific needs of their consumers, from beginners to advanced users.

Brand Concept

STYLUS highlights Olympus's commitment to creating products that respond to the diverse needs and desires of distinct lifestyles. The idea is to give consumers a way to Capture Your Stories™, combining five elements – technology, design, style, intelligence and active – in ways that will enrich the photographic lives of users. With STYLUS, Olympus is looking to bring the joy of creative photography to everyone, regardless of age, sex, experience, or ability. With a STYLUS camera, photography is both simple and captivating. Not only do these cameras make it easy to capture each crucial moment in each individual's “story”, but they also offer an impressive array of exclusive features to enrich and express that story. Today, digital cameras are everywhere as people document their lives through images. STYLUS helps users take storytelling to a new level, providing modern technologies and new ways of enjoying digital photography.

Brand Statement

STYLUS digital cameras define the essence of high optical technology. Their portability and easy, intuitive operation bring the pleasure of discovery and expression to daily life, while their design and build quality are statements of true individuality. STYLUS – the camera that fits into your lifestyle. Your unique story is about to begin.

Brand Essence

Technology Olympus optical technology, epitomized by our lenses. With high-performance lenses and image-processing engines to ensure superior results, STYLUS is the brand that delivers beautiful photos.

Design Design that showcases your individuality. With the added value that comes from finely-detailed design and build quality, STYLUS is the brand that is a pure pleasure to hold.

Style Photography is a form of expressions, a reflection of your will. As a tool to capture the everyday with even greater quality, STYLUS is the brand that brings you the joy of personal expression.

Intelligence Intelligence that takes your photos to the next level. With advanced features that help you capture your vision; STYLUS is the brand that responds to your creative intent.

Active Portability and intuitive operation. Simply carrying it lets you capture the extraordinary in the ordinary – STYLUS is the brand that brings a sense of discovery to everyday life.

Lineup of STYLUS brand (as of September 17, 2012)

• STYLUS XZ-2
• STYLUS SP-820UZ

Journalists interested in more information, review units or high-resolution images of the Olympus products should contact Keith Gordon, Mullen Public Relations, 212-885-3218,[email protected], or Jennifer Colucci, Olympus Imaging America Inc., 484-896-5719, [email protected], or visit the Olympus website:http://asset.olympusamerica.com/login/.

ABOUT OLYMPUS IMAGING AMERICA INC. Olympus Imaging America Inc. is a precision technology leader, designing and delivering award-winning products for consumer and professional markets.