Sony today announced the introduction of the sub brand name "x.v.Color", and its compliance logo, for products which conform to "xvYCC", the international standard for wide color space within moving image

Going forward Sony will promote "x.v.Color" among the industry as a unified brand name borne by future compliant products.

xvYCC or Extended-gamut YCC is a new color space used in video electronics, supporting 1.8 times as many colors as RGB. Where-as conventional display methods have expressed their color as a mixture of Red, Green, and Blue (hence RGB), "xvYCC color space standard defines colors by means of an algorithm that can specify any color in nature. It was specified by the IEC in October 2005 and published in January 2006 as IEC 61966-2-4. xvYCC is also supported by HDMI 1.3.

Sony proposed two versions (U.S. and British) of the new logo:



While conventional CRT TVs have been reproducing content within the standard color range "sRGB", some of recent televisions such as flat panel LCD TV are capable to reproduce content exceeding it drastically. Therefore, lead by Mitsubishi Electric Corporation and Sony Corporation, "Color Standardization Committee", the organization that exists in JEITA (Japan Electronics and Information Technology Industries Association) has started to consider "xvYCC" (IEC61966-2-4), a color range standard with approximately twice that of conventional standards was accepted and issued as an international standard by the International Electrotechnical Commission (IEC) in January 2006. Products which conform "xvYCC" will be able to faithfully reproduce natural object surface colors with contents that also conforms "xvYCC".

Sony will attach the logo, "x.v.Color" to allow consumers to acquire an image of "color" and comprehend the message easily, on all products that comply with the "xvYCC" standard, and actively promote it as one of features capable of reproducing color that is closer to nature. In addition, Sony will provide customers with an environment where they can record, store, edit, transmit and playback contents using this full color range.