Toned Profile, a design language for next-generation models

To match the sophisticated optical and mechanical design, the design language offers high usability to draw the best out of the lens, as well as a feel of precision. The concept for this design language was the aesthetics of an athlete’s body - shaving off every flesh to its minimal form, clothing only the optimised structures required for the best performance.

Photograph: 35-150mm F/2-2.8 Di III VXD｜Model A058

Photograph: 28-75mm F/2.8 Di III VXD G2 ｜Model A063

Design Engineer, Project Director

Shota Matsuda engages in graphic design, interface design, software engineering, and hardware prototyping. He is a graduate of Keio University, Faculty of Environment and Information Studies. After becoming a researcher at the Ochanomizu University, and assistant researcher at the JST ERATO IGARASHI Design Interface Project, he joined Takram in 2013. He is particularly interested in technology related to text and is recognized as Super Creator in Digital Typography by the Exploratory IT Human Resources Project (MITOH Program). His notable recognitions include the Good Design Award in 2011.

Shota Matsuda

Designer, Project Director

Sho Tanaka seeks to find beauty in relationships between industry and culture. He is centered on product design, and is involved in a wide range of work relating to lifestyles including visual design, brand development, and UI design. After managing his own design company, he joined Takram in 2015.

Sho Tanaka

Industrial Designer, Service Designer, Project Director

Naoaki Iwamatsu joined Takram in 2020 as an industrial and service designer, focusing on the production aspect of new business and service development. After receiving his master's in Design and Management Engineering from Kyoto Institute of Technology, he started his career at a big IT hardware manufacturing company, where he was involved in the strategic planning of startups, future visions, and mass production.

Naoaki Iwamatsu

Industrial Designer

After learning human ergonomics for personal mobilities at The Tokyo University as well as industrial design from Chiba University and The Polytechnic University of Milan, Daiki worked for Daikin Industries, looking after product development from ideation through production as an industrial designer. Both his personal and professional works have received numerous awards including Good Design Awards, iF Design Award, Red Dot Design Award, KOKUYO DESIGN AWARD 2016 Grand Prix, LEXUS DESIGN AWARD 2015 Prototype Winner.

Daiki Nakamori

Shinya Sato (Shinya Sato Photography Office)

R&D, design, prototyping of hardware products & experiences

Hardware

Branding, Visual identity, corporate identity

Brand

Takram was in charge of product design of 35-150mm F/2-2.8 Di III VXD | Model A058 and 28-75mm F/2.8 Di III VXD G2 | Model A063, Tamron’s next-generation mirror-less camera lens series.

TAMRON A058 / A063

To catch up with the rapidly developing mirror-less camera market, we developed a new design language, “Tone Profile,” providing high-functionality on top of Tamron’s high-standard quality of light-weight and compact. The design language is built on top of the foundation of “Human Touch,” the previous design language for Tamron, but pushes it further to offer a look and feel worthy of next-generation lens series.

TAMRON A058 / A063

Toned Profile, a design language for next-generation models

Project Information

Team