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Digital Camera World
Digital Camera World
Mike Harris

The Sigma rebrand has been quietly happening for years –and I think it’s a stroke of genius

Sigma Canon Nikon
Selection of silver Sigma lenses, surrounding the 2025 Sigma logo.

I walked away from the Sigma stand at this year's Photography & Video Show feeling more excited about the Japan-based camera and lens manufacturer than ever before.

And not just because the Sigma BF was the talk of the show. I've said it before, and I’ll say it again, the BF looks like a camera made by luxury audio brand Bang & Olufsen. I can hardly think of a better product to coincide with Sigma’s subtle yet refined rebrand.

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