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Photokina 2012: Sigma has announced it will brand its lenses in three categories and has introduced a new lens in each of the categories. The 'Contemporary' range will cover compact, flexible zooms, such as the new, smaller 17-70mm F2.8-4 DC OS Macro designed for APS-C DSLRs. The 'Art' range will include lenses such as primes, wide-angles and macros, and a new 35mm F1.4 DG HSM covering a full-frame imaging circle. Finally, the 'Sports' range will encompass Sigma's telephoto primes, telephoto zooms and superzooms, such as the new 120-300mm F2.8 DG OS HSM.
Lens, camera and flash manufacturer shares plans for Sigma Global Vision at photokina 2012
COLOGNE, Germany, Sept. 17, 2012 – Sigma Corporation of America (www.sigmaphoto.com), a leading researcher, developer, manufacturer and service provider for some of the world's most impressive lines of lenses, cameras and flashes, today announced the family-owned and operated company’s Sigma Global Vision from an invite-only event at photokina 2012 in Cologne, Germany.
This announcement explains the restructuring of the Sigma lens lineup into three new categories, the launch of a new lens in each of those categories, the development of a new quality control inspection and measurement system for the lenses, and the design of new software and a USB docking station that will enable photographers to update and adjust their lenses to suit thier personal preferences.
“We’re moving in a new direction that simplifies the lens selection process for photographers and helps them realize the full potential of the DSLR system,” said CEO Kazuto Yamaki. “In addition to making it easier for photographers to find the right lens, we’re empowering them with more control over their equipment, while furthing our commitment to them by establishing a higher expectation for the quality of the lenses we produce.”
New lens categories and new lenses
Starting immediately, all newly produced interchangeable lenses from Sigma will be designed for and organized into one of three product categories: Contemporary, Art and Sports. Each line has a clearly defined concept to guide shooters in the selection of the right lens for their photographic interests.
The concept of these categories are as follows:
The creation of these new categories comes with the introduction of three new lenses:
New user-control tools and software, and new quality control measures
The new Sigma Optimization Pro software and USB Dock are designed exclusively for these new product lines and will enable Sigma users to connect their lenses to their computers to update lens firmware and fine-tune focus parameters via easy-to-use, on-screen controls.
All of these new lenses will also be subject to Sigma’s new, proprietary modulation transfer function (MTF) measuring system called “A1.” Named in honor of the company’s sole production base, the Aizu factory in Aizu, Japan, the A1 system will allow inspectors to verify previously undetectable high-frequency details in each lens before it is shipped.
“We used to measure lens performance with a MTF measuring system using conventional sensors, but this new A1 system uses our own 46-megapixel Foveon direct imaging sensors,” said Yamaki. “We view this new method of performance evaluation as being incredibly important, not only because we owe it to our customers, but because we owe it to ourselves. We’ve spent more than 50 years perfecting our design and manufacturing processes, and now we deliver a complete package by closing the loop on that commitment to quality by adopting a more stringent verification process.”
For information about the Sigma Global Vision, the new product categories and products, or the evaluation method, visit http://www.sigma-global.com. For information about Sigma Corporation of America or the company’s cameras, lenses, or flashes, visit www.sigmaphoto.com.