Since 1950, Tamron has been making optics with an emphasis on covering a range (pun not intended) of focal lengths for all kinds of photographers. Dating back to 1992, their mass-produced “all-in-one” aspherical elements made possible many of today’s ultra-wide to telephoto lenses for which Tamron is most known.
According to Tamron, the new all upper-case logo “embodies Tamron’s recognizable presence as simple and powerful, with renowned reliability and technical prowess.” For us photographers, the new logo is more of a promise to continue to innovate and create the lenses that will complete any discerning photographer’s gear bag. You can read the full press release below.
Press Release via Tamron
The Story Behind The Change
In September 2015, to coincide with the revamp of its SP series of interchangeable camera lenses that represent the ultimate pursuit of high performance, Tamron embarked on a renewal of its product branding for the domestic and global markets. As part of these activities, Tamron developed a new logotype that would embody the brand in its products, and has since introduced the logo in new models on a sequential basis.
Now Tamron has made the decision to progressively roll out use of the logo as its new corporate logo.
Design of the New Logo
The existing logo has been in use for 39 years since its development in 1978. In the intervening years, Tamron has undergone significant expansion as an extremely unique company through its ability to engage in the integrated manufacture of lenses from development to production. During the same period, Tamron has extended the reach of its business activities in Japan and around the world.
The new “TAMRON” logo was designed to present a global perspective while inheriting qualities of the original design. Tamron has developed a fully upper-case logotype and incorporated greater legibility compared with the previous logo, allowing the company name to be identified in a clearer and more understandable way. Moreover, the meticulously designed logo embodies Tamron’s recognizable presence as simple and powerful, with renowned reliability and technical prowess.
Renewal of the Corporate Website
To coincide with changes to the corporate logo, the corporate website has been redesigned to provide customers with the information they need in a more accessible way. The website employs a layout that is easy to view whether from a PC, smartphone or tablet device. Looking ahead, Tamron looks forward to disseminating appropriate information to its customers and stakeholders through the new corporate website.
Among its many optical and mechanical innovations since the founding of the company in 1950, Tamron’s development of mass-produced hybrid Aspherical elements in 1992 paved the way for today’s compact high power All-In-One™ lenses. Tamron continues to lead in this category of lenses with the 16-300mm Di II VC PZD Macro – the world’s widest All-In-One™ zoom lens at 18.8X range starting at an unprecedented 16mm true wideangle. This compact and versatile lens features Tamron’s proprietary VC (Vibration Compensation) system for blur-free hand-held shooting of photos in low light and at telephoto settings, PZD (Piezo Drive) autofocus system for fast and quiet autofocus operation, and macro capability. Tamron’s recent SP (Super Performance) lens introductions have received accolades and high praise from leading photographic magazines and websites for their outstanding best-in-class performance. The redefining of the SP series has resulted in the launch of four prime lenses thus far-SP 35mm F/1.8 Di VC USD, SP 45mm F/1.8 Di VC USD, SP 85mm F/1.8 Di VC USD and SP 90mm F/2.8 Di VC USD- as well as the ultra-telephoto SP 150-600mm Di VC USD G2 and the new SP 70-200mm F/2.8 Di VC USD G2. All are designed to meet the requirements of today’s high pixel-density full-frame DSLR cameras. Tamron has garnered international acclaim for its extensive line-up of professional and consumer lenses.