What a difference a couple of years makes!
Two years ago, we were gearing up for PhotoPlus, just days after the announcement of the Sigma Global Vision at photokina 2012. We were preparing ourselves for discussions and briefings to explain the philosophy behind the three new lines being offered.
At that time, many photographers and technical editors were confused as to what Art, Sports, and Contemporary was meant to convey in a lens name. We spent a lot of time that fall explaining the way that Sigma is rethinking lenses and how this relates to the three new lens markings.
Shortly thereafter, though, the first of the new Sigma lenses, the 35mm F1.4 DG HSM | Art lens was released, and almost overnight, the conversations changed. Photographers and editors around the world were blown away by the build quality, and more importantly, the total image quality of this new Sigma, full-frame, fast-aperture wide prime. People realized that this new lens, the original Art lens, was something quite special. It defined the Art category and heralded a new era for Sigma under the guidance of new CEO Kazuto Yamaki. It was the perfect proof of the promise of the Sigma Global Vision. Continue reading Sigma Global Vision: The Journey Continues