Hampshire: Diametric brands Hasselblad’s Lunar range

Swanmore-based badge and branding specialist, Diametric, has completed a high-profile product branding project for revered camera firm, Hasselblad. 

Diametric, which designs and manufactures badging and branding solutions for the likes of Jaguar, Sunseeker and Foster Refrigeration, has produced a series of badges for the Swedish camera company’s brand-new Lunar range, which was launched in New York by astronaut Buzz Aldrin.

Diametric’s managing director Pete Knight said the appointment of Diametric was evidence of the way in which the UK is leading in specialist manufacturing techniques.

He said: “We have seen an increase in product designers and manufacturers from mainland Europe and further afield coming to us with specific needs for intricate work. Britain really is leading the way in this very detailed form of product badging and branding and our appointment on this project by Hasselblad reinforces that.”

The Hasselblad Lunar collection comprises five models, each identical in terms of functionality and specification but with their own form and style. Photographers choose the material from a range including Tuscan leather, mahogany, olive wood and even carbon fibre.

Sales account manager Shaun Kara said: “Hasselblad as a brand is known for its style and impeccable design so it was important that the badge looked breathtaking on every finish available.”

“One of the biggest challenges on the project was ensuring impeccable accuracy of tooling as the moulding for the camera body was so tight and accurate that there was no margin for error.”

In total Diametric produced nine different badges for the Lunar collection, ranging from die-cast, diamond cut aluminum badges for the logo on the lens shade to polycarbonate overlays containing specifications and information for the camera.

The Hasselblad Lunar range is based on the legendary 500C model, which was taken into space in 1962. It has been revived for the 21st century through the classic chrome-plated frame, made smooth and sinuous by the absence of edges.

Kara concluded: “We’ve been working with Hasselblad for over three years yet we never cease to be amazed and excited every time we see the new product designs. This latest project was no exception and while the pressure was on, we were able to deliver and even exceed expectations through an eagle eye for detail and relentless drive for perfection.”

Ove Bengtson, Hasselblad’s product manager for professional cameras added: “Our cameras are all about precision and quality so it’s important to us that that runs through every element of our product design - even to the finishing touches like the branding badges. We find that the UK as a nation is particularly strong in this area and Diametric in particular has proven its ability to deliver time and time again for us, which is why we selected it for this important project. We are delighted with the results.”