How is it that a deliberately retro digital looks more 2020 and
up-to-date than a black-blob polycarbonate DSLR?
Respectfully proposed: isn't it high time for a new look for Nikons?
A few days I wrote about that great closeout deal on the Nikon D610, and it really is just a heck of a great deal. And I did like that camera. It feels sharp and capable.
But let's be honest. It's not a looker.
It got me to thinking.
Nikons just look old these days.
And dated. They just exude "yesterday."
Not even yesterday...last year. Last decade. Last century. Yeah, that black-blob polycarbonate lump (BBPL) look that came into the mainstream in the 1990s is just plain last millennium.
As with all BBPL cameras, originally it was inherited from the work of the renegade industrial designer Luigi Colani, via Canon. But Colani himself grew old and departed this coil, and anyway his original idea has morphed through so many less talented hands at Nikon that it's merely vestigial...and greatly debased, much as Frank Lloyd Wright's "open plan" concept—originally a subtle idea, in the master's hands—has come to merely mean barnlike interiors with no finishing.
Even the logo looks yesterday. Just because Ford and Coke keep their original typefaces (because they're glorious) doesn't mean everybody should. Yes, Nikon's italic forward-slanting sans-serif typeface was clean and modern...in 1953, when it made its first appearance. Now, it insistently screams "'nineties" to me, like scrunchies, slip dresses and Seinfeld.
Aaaugh!!
And speaking of screaming, I think if I see that poor shriveled misbegotten red "Nikon slash" stuck brainlessly on yet another camera, I think I might! Scream, that is.
A long way back, Nikon asked Giorgio Giugiaro, the famous car designer, to design a few of its cameras. Such was the fashion at the time: Contaxes (a cooperative nameplate from West German Zeiss and Japanese Yashica, later part of Kyocera) were originally designed by Porsche Design Studio (now Studio F. A. Porsche), the industrial design firm founded by Ferdinand Alexander "Butzi" Porsche, designer of the fabled and famous 911 and grandson of Porsche founder Ferdinand Porsche. Canon (in second place, and a striver) hired zany Colani. Nikon followed suite by engaging Giugiaro, who boldly put a red line down one side of the angular F3. Brilliant! It looked new, it looked fresh, like the bright new dawning decade!
...Trouble is, that decade was the 1980s.
Now, like a 90-year old who still pomades his ducktail like he did when Elvis was King, Nikon just keeps insisting on that same little old tired design fillip, doing like they were told by the cool guy way back when.
Same sad red accent a third of a century after it first appeared. Giorgio,
what hast thou wrought? Here on the D610 it's so tired it's literally drooping.
The very essence of anti-fashion is to stick with ancient styles and never change. I've seen hot-rodded Mennonite buggies shined to gleaming that look cooler than most Nikons do.
Black blob is the new old
One proof of this concept is that even the most "retro" of new cameras somehow look much more up-to-the-minute than the average Nikon does. How is that? Yet it's true. Possibly the most retro camera out there is the Fuji X-T30, and somehow even it looks more up to date than a BBPL camera. Have a look. My Fuji X-H1 just looks the business; it's really a handsome camera, whatever else you might think of it. Ditto a variety of Leicas, Panasonics, and other Fujis. Nikon DSLRs are ugly stepsisters.
Automobiles have "house looks." And even those change from time to time...at least after a few decades they do. (Sometimes not for the better, I'll admit. I miss BMWs.) Even F.A. Porsche's 911, which is famous for staying the same, has changed an awful lot.
Yeah, I know, cameras are tools and meant to be ergonomic, not pretty. Sony A7 family cameras look better but are said to handle worse. I get that. Then why is it that Canon BBPL cameras look about five times better than Nikon BBPL cameras do? Like Volkswagen sedans, Canons look clean and sleek and grown-up. Nikon DSLRs look blobby and frowsy and dumpy, and a little haphazard, like stuff just got stuck on wherever. You know what they say about camels—horses designed by a committee.
Cool. (I'm ignoring the red accent, because it looks like the
designer hated the idea and some suit insisted.)
Maybe the Z line will be the new Nikon look. Do they really look that good, though? I hear some people don't like 'em. I do like the Z7 myself. I think it's cool, like it would fill the hand like Wild Bill Hickok's Colt—but I'm not sure the Z7 [$700 off!] is pretty enough to hang a whole new house style on (or that Nikon has any intention of doing that).
Glass house
And yeah, yeah, I know, TOP itself is dowdy and frumpy and never changes, and Yr. Hmbl. Ed. is the furthest thing from a fashion plate, and I shouldn't talk. Got that, and yes. But doesn't that mean that if even I think there's a problem, there might actually be a problem?
All I'm asking is, is it time for a new house look for Nikon? A top-to-bottom rethink. Sometimes old is classic, but sometimes old is just old. Enough is enough. Even the Rolls-Royce grill has evolved! Enough with the black-blob plastic-lump look, the tired red bit tacked on like a dowager's pin, and the 1990s-looking Helvetica logo. However sharp and modern Nikons perform, most of 'em do it looking dated. And that's not cool.
Mike
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(To see all the comments, click on the "Comments" link below.)
Featured Comments from:
Gordon Lewis: "Life is too short to wait for Nikon (or any other camera company, for that matter) to produce something I want. Instead I choose from what's currently available, like it or leave it. So, rather than wait for Nikon to introduce a camera that's more like a Fujifilm X-T3, I bought a Fujifilm X-T3, and guess what? I even mount my old AI-Nikkors on it from time-to-time. It's all I can do not to feel smug."
Thomas Rink: "I've used a Nikon D800 as my main camera for more than five years. A couple of weeks ago, I bought a Fuji X-T20 secondhand as a camera for family snapshots. In regards to aesthetics, I share your point of view. The Nikon is big, heavy and ugly, whereas the Fuji looks small and nimble, much like a '70s film SLR.
"In terms of function, both cameras are similarly competent picture-making tools. They provide everything I need, and the technical quality of the pictures from both cameras is very good.
"But: the Nikon is much easier to use, and handles much more 'fluidly' than the Fuji! There is a button to control each essential function right under my finger. In my opinion, the button-and-command-wheel interface is more ergonomic than the retro-style dial interface of the Fuji. Also, I find the general handling of the X-T20 a bit 'fiddly'; it is quite easy to inadvertently change a setting. This never happened to me with the D800!
"To sum it up: Yes, Nikon DSLRs are big, heavy and ugly, but their UI and handling has been refined during each subsequent camera generation since the '80s."
Larry Johnson: "Your design points are well made but I'll offer a counter view. I rather like the anonymity and blahness my camera (D610) exudes when I'm out in a crowd or alone on a remote trail. It doesn't shout 'hey! Look at ME!'
"As the most modest of the 'serious' Nikon DSLRs it's a notch above a nothing burger, but I keep getting good pictures out of it. I admire the 'look' of the new Leicas but don't want one. I think the little Fujis are nifty looking but I prefer a larger sensor. Furthermore, I can't easily handle their smallness.
"I love the look of the Fiat Spyder but I'm more of a Highlander guy. For me, pretty is as pretty does."
