TAMRON 2016 SP Series

Product design for Japan's high-end camera lens manufacturer

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.


Creative Direction:
Kinya Tagawa
Product Design:
Kinya Tagawa, Shota Matsuda, Sho Tanaka,

Yuki Shinohara (ex-Takram)


Lukas Franciszkiewicz (ex-Takram)


Renee Verhoeven (ex-Takram)


Onden Imaizumi BLDG
5-7-4 Jingumae
150-0001 Tokyo, JAPAN


First Floor
7 Bath Place
London EC2A 3DR, UK

New York

68 Jay Street, Suite 432, Brooklyn, NY 11201, USA


109, 18F, L'Avenue
No.99, Xianxia Road, Changning District
Shanghai, China