\starttext

\setupmathematics[functionstyle=,functioncolor=darkred]

{\ss $\sin x$} {\bf $\sin x$}

\setupmathematics[functionstyle=sansbold,functioncolor=darkblue]

{\ss $\sin x$} {\bf $\sin x$}

\setupmathematics[functionstyle=roman,functioncolor=darkgreen]

{\ss $\sin x$} {\bf $\sin x$}

\stoptext
