How the New Sigma Camera is Basically a Leica

Sigma seems to be changing its entire identity with its new releases. The company has announced a new visual identity, a metal body camera, and two telephoto lenses. From the rebranding exercise to the new devices, it appears that Sigma may follow in Leica's footsteps. While this is not the first time a Japanese company has tried to achieve this feat, the way Sigma portrays itself seems off. Here's why.