Fujifilm wins the prestigious Red Dot Design Award with 10 products
In recognition of the products’ designs that make maximum use of their excellent functions and performance
SYDNEY, 26 April 2018 – Ten of Fujifilm’s major products including broadcast and cine lenses, hybrid instant camera “instax SQUARE SQ10” and an infectious disease testing system have won the “Red Dot Design Award: Product Design 2018,” a product design award program organised by Design Zentrum Nordrhein Westfalen based in Essen, Germany.
The Red Dot Design Award is a prestigious international design award launched in 1955. The award is extended to products with excellence in design innovation, functionality, ergonomics, ecological compatibility and durability. It is one of the world’s three most prestigious design awards, alongside Germany’s “iF design award” and the United States’ “IDEA”. This year, there were over 6,300 entries from 59 countries and regions judged by internationally-renowned design experts.
The award has been given to a diverse range of Fujifilm’s products from broadcast and cine lenses, medical products including endoscopes to consumer products such as instax, in recognition of their advanced performance, usability and easy-to-use interface in addition to their exterior design.

More information on the award-winning broadcast and cine lenses

■ Cine lenses “ FUJINON MKX18-55mm T2.9” and “FUJINON MKX50-135mm T2.9” for the X Series of digital cameras
These products are high-performance cine lenses for the X Mount, used in the X Series of digital cameras. Despite the lightweight body about 1kg, the lenses achieve an advanced level of image description synonymous to the FUJINON cine lenses, used in movie production and other professional applications. They can be used in combination with X Series’ “Film Simulation” modes to deliver versatile colour expressions, adding artistic elegance to video footage. The lenses feature three rings to enable manual and independent adjustment of focus, zoom and iris (aperture), all with the identical gear pitch** of 0.8M (module).

The focus rings can rotate up to 200 degrees to facilitate precise focusing, adding extra comfort in lens operability. While using resin materials for the exterior to enable the compact and lightweight form factor, the lenses are designed in pursuit for premium texture, suitable for professional tools, so that users can feel joy in owning the equipment.
Distance between gear teeth

■ 4K camera compatible zoom broadcast lens “FUJINON UA27 x 6.5”
A 4K camera compatible zoom broadcast lens that achieves 27x zoom with a focal length of 6.5 mm to 180 mm. This lens is ideal for shooting studio productions such as news, variety shows, and music programs. It also supports concerts and live broadcasts that capture entire venues by making use of its wide-angle focal length.

There is also an extender*** built into the lens body that extends the focal length two-fold to thus cover a focal length of up to 360 mm while maintaining high-definition image quality even when the extender is being used. Furthermore, the matte-black exterior will help it not to stand out even when reflected on other cameras during shooting in studios with a variety of photographic equipment. The lens operates the same as a conventional zoom lens so it can be used to shoot images the same way.
A lens that extends focal length.

■ 4K camera compatible portable broadcast zoom lens “FUJINON UA14 x 4.5”
A 4K camera compatible portable broadcast zoom lens that achieves a focal length covering ultra-wide angle 4.5 mm to 63 mm and a minimum shooting distance of only 0.3 m in small body just 238.5 mm in total length. The design of this lens increases grip performance while delivering traditional smooth operability.
This lens demonstrates its power when combined with small lightweight 4K camcorders and can shoot 4K images with an overwhelming sense of depth for sports broadcasting and various program production locations. Furthermore, by taking advantage of the optical technology the company has gained over many years in the field of state-of-the-art imaging, this lens suppresses, to the utmost degree, the image periphery distortion and resolution loss that readily occurs with wide angle photography.

■ Cine lenses “FUJINON MK18-55mm T2.9” and “FUJINON MK50-135mm T2.9”
While delivering advanced edge-to-edge optical performance, these products break the previous norms in cine lenses with their compact and lightweight design and outstanding cost performance. They boast T2.9*4 brightness across their entire zoom range to enable shooting with a shallow depth of field for blurred background. The lenses feature three rings to enable manual and independent adjustment of focus, zoom and iris (aperture), all with the identical gear pitch of 0.8M (module).

The focus rings can rotate up to 200 degrees to facilitate precise focusing, adding extra comfort in lens operability. While using resin materials for the exterior to enable the compact and lightweight form factor, the lenses are designed in pursuit of premium texture, suitable for professional tools, so that users can feel joy in owning the equipment.
T-stop value is an index that indicates brightness of a lens based on its F-stop value and transmission rate. The smaller the value, the greater the amount of light the lens transmits.


FUJIFILM Australia Pty Ltd is one of 282 worldwide subsidiaries (as of 31 March 2013) owned by FUJIFILM Holdings Corporation which is the world’s largest photographic and imaging company, and one of the best-known and most instantly recognisable global brands. In the Oceania region, Fuji Xerox and FUJIFILM NZ also form part of the corporate family owned by ultimate parent company, FUJIFILM Holdings Corporation.