Who else is excited about Sigma's new design language?

The name Sigma rarely conjures up any images of premium quality or uncompromising design. Noisy micro-motors, budget build materials and loose tolerances are more descriptive of Sigma.

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This Sigma 24-60mm was the first fast zoom that I've ever used. For $350, which was its price used, it delivered passable image quality. The important thing is that it's f/2.8, which along with being a zoom, provides for fantastic versatility. No offense to any Sigma supporters (if such a thing exists), but this was the kind of lens that you used while you were saving up for an exotic red or gold ring. You then hoped that you could recover at least half the cash you paid for the Sigma by selling it to someone else who didn't yet have the wherewithal to leapfrog this phase.

Over time, Sigma has modernized their glass by adopting things like ultrasonic motors, low-dispersion elements, and modern coatings. Their industrial design remains gopping however. Take this 30mm for instance.

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Just look at that glitzy gold ring or its speckled finish, it's appallingly awful.

If you look at their recent announcements though, it seems like they may be demanding your serious attention for the first time. Early product rendering have done away with the shiny trimmings and unnecessary markings and badges.

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via sigma-global.com

This is the first time I've been excited about a Sigma. I have no idea how it will perform optically--the MTF, distortion, and vignetting charts look promising, but they can only tell us so much. for now, I'm eagerly awaiting reviews.

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