We developed the new SP series with a premise to raise the standard for how a lens should be, to maintain the same progressive rate of advancement in the high-resolution standards of today’s digital cameras.
Intelligent design features and mechanisms reflect our new standard which can be felt in the smart location of switches, intuitive response, smooth mechanical operation, and balanced barrel-weight proportions.
As a result, these features will fluidly interpret the photographer’s instincts to the lens, so as to actualize the photographer’s inspiration.
The precision mechanics and engineering inside of the lens are encased in a robust barrel frame, contrasted by its texture, color tones, and lines have been engineered to create a warm, personable effect on the surface. That’s why the SP aluminum barrel glows with a dignified presence, offering subtle changes in different lighting.
Adding these subtle, human elements into the new SP series lenses is our way to instill in the photographer a sense of trust and reliability through the experience – the essentials for any long-term partnership.
The warm, captivating glow of the luminous gold ring accentuates the SP Series lenses, distinguishing itself as a symbol of excellence in engineering and design and marking our commitment to deliver joy and to inspire creativity.
A New Human Shape for The New SP
takram design engineering
It all began with a single motivation, “an unprecedented design for a new lens”. We first interviewed Tamron's senior management and design engineers, both in Japan and overseas. This led us to the realization that a simple new product design wasn't the answer. Instead, we were looking at a design that expressed the new direction Tamron was taking.
We are “design engineers” that merge new technology with tangible design. While the SP represents cutting-edge technology, it also symbolizes the relationship between Tamron and the people who hold, use, and experience the lens. We feel it's this human element that will bring Tamron's new SP lenses into the hearts of the consumer.
We gave specific attention to the ring, which has historically been a symbol for the Tamron products. In ancient civilizations, rings were amulets to protect the joints, and people often wore them on their fingers, arms, and necks. Even today, they act as a symbol of one's commitment to the relationship of marriage.
So, we chose to design the ring around this concept of relationship, connecting the lens to the camera. The design process extended beyond form into function. As we developed the designs along with the internal design team at Tamron, precise mechanical adjustments were required to deliver a truly visceral user experience. All new SP lenses will boast the Tamron ring — a new symbol for the new face of Tamron.
We gave the SP organic lines for an intimate and familiar feel. We crafted the barrel from metal to counterpoint the optical quality and performance. We enlarged switches for easy handling and a supple response. We also thoroughly redesigned all lettering for easy-to-see functions. Overall, we designed this lens to be user-friendly.
This lens represents a new relationship between their customer and Tamron, and we designed it to deliver an unparalleled experience, triggered by human touch. You feel this in the design.
takram design engineering
takram design engineering is a creative innovative firm that offers an innovative design process for a wide variety of businesses. The companyʼs accolades include the Red Dot Award and the Good Design Award among others.