From Sigma Corporation of America:

Sigma Announces New Visual Identity, New Camera & Lenses

Tokyo, Japan - Sigma Corporation has just unveiled its updated and elevated visual identity at a worldwide announcement event in Tokyo, Japan led by CEO Kazuto Yamaki. The elegant new brand look, including updated wordmark, logo and color palette has been unveiled on the websites for Sigma America, Sigma Global, and Sigma Nordic.

Sigma has announced several new products showcasing the elevated visual identity including the radically simple Sigma BF camera, the world’s first full-frame 300-600mm F4 zoom lens, the world’s first 18.8x zoom lens for APS-C mirrorless system cameras, and the renewed I series of lenses, which are now available with the updated logos in silver finish for L-Mount as well as black finish for Sony E-Mount and L-Mount. Additionally, Sigma America will be showcasing the new products and elevated brand identity at a Pop-Up Space in Manhattan’s Nolita neighborhood throughout the month of March.

Here is a brief synopsis of the announcements, with some detailed press releases following (and linked).

Sigma Announces New Visual Identity & New Art Projects Initiative

On February 24, 2025, Sigma Corporation will adopt a new visual identity for its products and brand. The way cameras and photography relate to our lives is constantly changing, as the industry undergoes constant evolution and occasional revolutionary leaps. At the same time, the fundamental desire at the heart of photography – to capture and share moments – remains unchanged. Our new visual identity reflects our unwavering commitment to supporting this pursuit through exceptional craftsmanship and creativity.

The most striking changes concern Sigma's wordmark and symbol. The new symbol is a contemporary update of the symbol that has been in use since Sigma's founding. Based on the Greek letter S, it reflects the name of our company and symbolizes the guiding idea behind our manufacturing philosophy: every single product is the sum of the technology, experience, passion and expertise of everyone involved in its creation.

Sigma Introduces the Sigma BF camera

The Sigma BF presents an uncompromising new vision for the digital camera. Stripped to the essence but packed with power, innovative yet rooted in the origins of photography, it is designed to accompany you throughout your day and to capture the spontaneous beauty of everyday life. The BF balances performance with simplicity and returns the focus to what matters most: your photographs. The Sigma BF will retail for $1,999 and be available in April 2025.

Sigma Introduces 300-600mm F4 DG OS Sports lens

The Sigma 300-600mm F4 DG OS | Sports is a revolutionary large-aperture ultra-telephoto zoom lens that delivers all the convenience and versatility of a zoom lens with the superior optical performance of an ultra-telephoto prime lens. The fast and precise AF performance of its High-response Linear Actuator (HLA) and 5.5 stops of optical stabilization at 600mm make the Sigma 300-600mm F4 DG OS | Sports a powerful choice for the challenges of sports, action and wildlife photography. Available for Sony E-mount and Leica L-Mount, the lens is priced at $5,999 and will be available through US retailers in April 2025.

Sigma Introduces 16-300mm F3.5-6.7 DC OS Contemporary lens

The Sigma 16-300mm F3.5-6.7 DC OS | Contemporary features an 18.8x zoom ratio, the world’s largest¹ for an APS-C format mirrorless lens. Equivalent to 24-450mm in 35mm format, this portable lens covers everything from wide-angle for landscapes and interiors to super-telephoto for sports, wildlife and aviation. This extremely versatile lens brings the full range of photographic subjects within reach, from landscapes and portraits to wildlife and sports photography.

¹ As an AF compatible interchangeable lens exclusively for mirrorless, as of February, 2025 by Sigma.

Sigma Introduces Renewed I Series lenses

The I series line of stylish, compact full-frame prime lenses for mirrorless camera systems has been renewed. Updates include silver models for L-Mount, updated laser engravings of the new Sigma logo on both the new silver L-Mount versions, and the black versions for both Sony E-mount and L-Mount. The lens naming has also been updated, with the "DN" designation being removed from the lens name, reflecting Sigma's ongoing focus on mirrorless camera system lenses.

Sigma America Hosts Pop-Up Space in Manhattan

Sigma America is hosting a Pop-Up Space in March at 21 Spring Street in Manhattan's Nolita neighborhood to introduce the elegantly updated visual identity, the radically simple Sigma BF camera, and recently announced lenses including the first-ever 300-600mm F4 zoom lens. Celebrating the Art of Engineering and Engineering for Art, the space will showcase artwork captured with the new camera by esteemed photographers.

The Pop-Up Space will be open daily 10AM-6PM beginning Friday, March 7 and will run through 2PM Saturday, March 29. Guests will have an exclusive first look at the just-announced Sigma BF camera, an elegant new 24-megapixel full-frame camera designed to look as sharp as its images.

On weekdays, attendees will have the opportunity to learn more about Sigma's new products and visual identity from Sigma team members. Weekends will feature meet-and-greets with photographers, Instagrammers and influencers including Yu Shi, Max Loewenstein, Bri Hall, Ethan Barber, plus Chris Greer and Paul Daniel, co-hosts of the new PBS series View Finders, Sigma CEO Kazuto Yamaki, and others throughout the month.