Takram re-designed a further four photographic lenses as part of Tamron's new SP series. As part of this project, the design concept we initially developed for the new SP series was widely deployed across prime lenses and zoom lenses. The challenge for achieving this was to ensure an optimum solution for elements specific to the individual models such as component configurations, whilst maintaining a sense of unity of the entire lineup. We considered forms and materials in detail to develop a flexible and high quality design language.
SP 85mm F/1.8 Di VC USD
SP 90mm F/2.8 Di MACRO 1:1 VC USD
SP 150-600mm F/5-6.3 Di VC USD G2
SP 70-200mm F/2.8 Di VC USD G2
10-24mm F/3.5-4.5 Di II VC HLD
In addition, Takram was in charge of the product design of the 10-24mm F/3.5-4.5 Di II VC HLD which is part of a lightweight and compact product lineup. We adopted a new design concept called “minimal skin” which represents this lineup while maintaining the characteristics drawn from the new SP series’ design concept. By covering the inner components of the lens with a thin skin and connecting them with smooth curves, a shape without waste is formed, while ensuring familiarity.
Client: TAMRON Co., Ltd. Creative Direction: Kinya Tagawa (Takram) Product Design: Kinya Tagawa (Takram), Shota Matsuda (Takram), Sho Tanaka (Takram), Yuki Shinohara (Takram), Lukas Franciszkiewicz (Takram London), Renee Verhoeven (Takram London)