Carl Zeiss Lenses Introduces A New Family Of Lenses Called Touit.
The good folks over at the Carl Zeiss Lens Blog have announced a new family of lenses called “Touit”. Here is a rip from the blog. There are currently only two focal lengths. A 12mm f2.8 and a fast 32mm f1.8. If they are anything like their big brothers and sisters you can bet they will kick some serious ass.
“There was a lot of excitement at photokina 2012 when we talked about a forthcoming new family of lenses for mirrorless system cameras. Soon, users of Sony NEX and Fujifilm X cameras will be able to enjoy their own ZEISS lens series. For the first time these lenses will have their own family name, which will encompass all the focal lengths in the series. The name of the family will be Touit.
But where does “Touit” come from? This illustrious name was found through an intensive international selection procedure. We followed a concept that is already well established in the automotive industry: selecting certain themes for product names. As an example, one well-known German carmaker names its automobiles after types of winds and currents. We decided to derive the future names of the lenses from the Latin names of birds. That fits well, as birds usually have excellent eyesight and can take unusual perspectives. Birds are also diverse and lively animals. Furthermore, the Latin names all have an attractive sound and are common in many languages and cultures.
The first two focal lengths in the Touit family will be the Touit 2.8/12 and Touit 1.8/32. The names of the optics concept that have been used in product names until now (for example Distagon or Planar), as well as the T* symbol denoting the anti-reflective coating, will continue to appear on the front ring of the lenses. “With the Touit series, we are starting a completely new naming convention,” explains Martin Dominicus, Head of Marketing of the Carl Zeiss Camera Lens Division. “Our lenses will not only be unmistakable for their imaging performance, manageability and product design. Their name will also give this family of lenses a very unique identity.”