Sigma's also announced a brand new look

Sigma's new logo and word mark shows up on its latest products and on its pop-up store in Manhattan. Image: Sigma Sigma has had a busy day. It's unveiled a new visual identity for its brand, alongside announcements of a new mirrorless camera with a striking design that feels like it came from Jony Ive or Teenage Engineering, a refresh of its I-series primes, a flagship sports/wildlife telephoto lens and a do-it-all APS-C lens. Its new wordmark, aka the way it writes its name, now uses a seriffed...