A sign of the times: Sim Video, the Canadian production equipment supplier, has changed its corporate name to Sim Digital.

The new name and logo comes as Rob Sim, who founded the company 30 years ago, expands into new markets after merging with Bling Digital in 2009.

“While our name has served us well over years, the word ‘video’ seemed a little out of place with cameras like the Arri Alexa, Sony CineAlta and RED cameras winning over the industry,” Sim explained.

The Sim Digital shingle aims to reflect a growing inventory of digital cinema tools and workflow solutions for film and TV producers.

Sim Digital is currently servicing Steven Speilberg’s Falling Skies shoot in Vancouver, Vampire Diaries in Atlanta, and the Guillermo del Toro feature Pacific Rim shoot in Toronto.

The industry supplier is looking to expand its Bling workflow service offerings, including on-set data management and digital dailies, into the Los Angeles market in 2012.

Sim Digital currently has offices in Canada, the U.S. and China.