The Sigma Revolution

I always love getting an email from Sigma.  As much of as a Nikon fanboy as I am, I admittedly love Sigma as a company.  Sigma's top-end lenses are simply incredible for the most part.  I have owned one copy of every class of Macro lens Sigma currently makes besides the new 180mm F/2.8 macro and many, many others over the years.

Currently, I'm lusting over the Sigma 120-300mm F/2.8 OS.  Lucky, and partly unluckily, for me, Sigma has just announced a redesign of said lens!  I'm very excited to see what the company has come up with for the redesign inside the brand new, and quite sexy, exterior.

Along with the 120-300mm, they've also announced a 35mm F/1.4 and a new 17-70mm F/2.8-4 Macro lens.

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With these lenses, Sigma will be recategorizing their entire lineup of lenses.  The lenses will be split into three categories: Contemporary, Art, and Sports.  All three categories will now sport their new respective category emblem: a silver C, A, or S "button" for Contemporary, Art, or Sports respectively.

From Sigma:

Concept

Sigma is organizing all its interchangeable lenses into three product lines. Each line has its own clearly defined concept, and every lens we develop from now on will be assigned to one of these lines.
Our objective is not to impose a new way of categorizing equipment, but simply to clarify the approach we have taken in developing each new lens. Our hope is that these new product lines will help guide photographers, giving an overview of the type of image creation each lens was designed to support.
You might think of it as adding tags to a database. The new product line categories provide additional guidance, but it is ultimately the photographer who will consider this information in choosing the right lens.
As we take our lenses to a new level of quality we're providing additional information that describes them from a new perspective.
Simply by identifying the product line that resonates with his or her own photographic orientation, any photographer will be able to find the right Sigma lenses quickly and easily. This is sure to close the gap between the photos you're taking now and the photos you're capable of taking. Sigma's new product lines are going to redefine the way you relate to photography.

ContemporaryFeaturing the very latest technology, and combining optical performance with compactness, our high-performanceContemporary line covers a wide range of needs.
ArtDesigned with a focus on sophisticated optical performance and abundant expressive power, our Art line delivers high-level artistic expression.
SportsWhile offering sophisticated optical performance and expressiveness, our Sports line lenses deliver high action-capture performance, enabling photographers to get exactly the shots they want.

Personally, I like the new redesign.  I'm hoping it means Sigma will be redesigning alot of their lenses, and really start pumping out new designs.  The new finish and designs of the lenses look spectacular.

What do you think?  Leave your comments below.
Mark