Photography is constantly changing, fueled by new technology, creative ideas, and the desire to capture meaningful moments. Sigma is stepping into 2025 with a fresh perspective, introducing a revitalized visual identity and a lineup of new products aimed at giving photographers more ways to express themselves. Unveiled in Tokyo, Sigma’s updated branding represents its deep-rooted passion for artistry and precision engineering. More than a visual refresh, it reinforces the company’s approach to camera and lens design, ensuring photographers have tools that feel intuitive and reliable for any creative pursuit.
Designer: Sigma
A Refined Look: The Evolution of Sigma’s Identity
Sigma’s updated visual identity reflects its core philosophy. The brand’s new wordmark and symbol retain the Greek letter Σ, honoring Sigma’s heritage while introducing a refined design. This update will gradually appear on packaging, digital platforms, and marketing materials. The change highlights the company’s focus on craftsmanship and the extensive expertise behind each product, reinforcing Sigma’s longstanding commitment to its roots in Aizu, Japan.
This change also coincides with the introduction of Sigma’s Art Projects Initiative, a deeper investment in the creative community. Sigma’s first collaborations with artists Sølve Sundsbø and Julia Hetta showcase its belief that photography is more than capturing images—it’s an evolving art form.
Design and Ergonomics
The BF’s seamless aluminum body is carved from a single solid block, reinforcing structural rigidity while maintaining a visually refined appearance. The camera’s compact form factor enhances portability without compromising durability. The back of the camera presents a minimalist yet intuitive interface, with essential controls placed for ergonomic efficiency.
A pressure-sensitive haptic dial replaces conventional mechanical dials, allowing adjustments with subtle feedback. The large status monitor provides at-a-glance settings, while the thumb grip is seamlessly integrated into the chassis for stability. A textured dial pad and control buttons ensure easy navigation without overwhelming the user with excessive inputs.
Performance and Features
The BF’s internal memory of 230GB removes the dependency on external storage, accommodating more than 14,000 JPEG images or over two hours of high-quality 6K video. A USB-C port facilitates rapid data transfers and charging. The built-in color modes, including Teal and Orange, Powder Blue, and Classic Monochrome, provide creative flexibility directly in the camera.
Hybrid autofocus enables reliable subject tracking with both phase detection and contrast detection working in tandem. The camera supports video recording in 6K resolution with L-Log functionality, catering to filmmakers and photographers alike.
300-600mm F4 DG OS | Sports: A Precision-Crafted Telephoto Solution
Sigma’s 300-600mm F4 DG OS | Sports lens is designed for professionals who require reach and optical clarity. Built with a magnesium alloy barrel, the lens maintains durability while remaining manageable in weight. A new function ring provides instant access to preset focus positions or smooth transitions during video recording.
Internally, the optical structure consists of 28 elements in 21 groups, including six FLD and one SLD glass element for aberration control. Optical stabilization compensates for up to 5.5 stops of shake, ensuring sharp results in challenging conditions. The tripod socket, featuring precision-machined bearings, enhances stability when mounted.
16-300mm F3.5-6.7 DC OS | Contemporary: Versatility Without Limits
Designed for APS-C mirrorless systems, Sigma’s 16-300mm F3.5-6.7 DC OS | Contemporary lens integrates a high-response linear actuator (HLA) autofocus system for rapid and silent performance. With an 18.8x zoom ratio, this lens covers wide-angle to super-telephoto focal lengths, eliminating the need for multiple lenses.
A minimum focusing distance of 17cm at the wide end enables striking macro-style shots, while a maximum magnification ratio of 1:2 at 70mm enhances creative possibilities. Optical stabilization compensates for up to six stops of shake at 16mm and 4.5 stops at 300mm. The dust- and splash-resistant structure ensures reliability in adverse weather.
The Renewed I Series: Refined Design, Uncompromised Performance
Sigma’s I Series lenses receive a design update with newly engraved branding and exterior refinements. The introduction of silver-finished L-Mount options aligns with the BF camera’s aesthetic, offering a visually cohesive system. All nine lenses in the series now feature updated engravings and an improved tactile grip.
A notable improvement is the 45mm F2.8 DG Contemporary, which now supports a magnetic metal lens cap. Optical formulas remain consistent, maintaining Sigma’s high rendering standards. These lenses are available for both L-Mount and Sony E-Mount users.
Sigma’s Manhattan Pop-Up: An Interactive Showcase
To introduce these innovations, Sigma America is hosting a pop-up space in Manhattan’s Nolita neighborhood throughout March. The space offers hands-on experiences with the new products, including the Sigma BF and the 300-600mm Sports lens. Displayed works from photographers using these tools highlight their creative potential.
Visitors can meet Sigma team members, attend discussions with professionals, and explore Sigma’s evolving role in imaging. The event reflects Sigma’s dedication to engineering and art, demonstrating that its products extend beyond functionality and become integral to creative expression.
Looking Ahead
Sigma’s latest announcements reinforce its commitment to photography as an art form. By refining its visual identity and introducing a lineup that merges simplicity with high performance, Sigma remains at the forefront of imaging technology. The BF camera, 300-600mm Sports lens, and 16-300mm zoom lens each embody Sigma’s philosophy—engineering for art. These products will soon be in the hands of photographers, shaping how moments are captured for years to come.
Andrew James: Example Photo
Adam Klingeteg: Example Photo
