Today Sigma announced the BF, the company's latest camera that makes a series of wild, unexpected design choices. Sigma calls it "radically simple" and for the first time in a while, a company's marketing language isn't overselling the product.
While diving off the coast of Freeport in The Bahamas, Andrea Ramos Nascimento captured what it looks like to be eaten by a shark when one almost swallowed his camera.
Thypoch announced its fourth fast Simera prime lens for full-frame cameras, the Thypoch Simera 75mm f/1.4 ASPH. The longest lens in the Simera series, the new medium-telephoto lens for M-mount cameras is easily adapted to APS-C and full-frame mirrorless cameras.
Speaking to PetaPixel after the launch of a new camera and two new lenses, Sigma's CEO Kazuto Yamaki shared the origins of the new camera's name: "beautiful foolishness."
Sigma announced the BF, a compact 24.6-megapixel full-frame interchangeable lens camera designed to "evoke the essence of photography" through a "radically simple" design featuring just three buttons, a dial, and a shutter release.
Sigma announced the 16-300mm f/3.5-6.7 DC OS Contemporary lens for L-Mount, Sony E-mount, Fujifilm X Mount, and Canon RF Mount. It's the company's first all-in-one lens in years and promises "uncompromising optical quality" despite its massive focal range.
Sigma announced the 300-600mm f/4 DG OS Sports lens for L-mount and Sony E-mount. It is a high-end, professionally-oriented ultra telephoto zoom lens that promises the optical performance and brightness of a prime but the versatility of a wide zoom range.
Alongside a pair of new lenses and the "radically simple" BF camera, the 63-year-old Sigma Corporation unveiled a new visual identity and art projects initiative.
The Sigma 45mm F2.8 DG Contemporary, showing Sigma's new typeface.
Rendering: Sigma
Sigma's I-series prime lenses will become the first to adopt the company's revised logo and branding, with updated versions of all nine lenses losing the 'DN' designation from their names.
