Lastolite by Manfrotto (since 2016), previously known as Lastolite when it was acquired by Vitec in 2011 is rebranding again. This time, it’s dropped the Lastolite branding completely and will now become part of the Manfrotto brand. The company says that the rebrand is “in response to industry and consumer behaviour changes over recent years as still and moving images continues to converge”.
The Lastolite by Manfrotto section of the Manfrotto website has already been modified to reflect the change, pointing users to the newly branded products. Although, for a while, they say that you may still receive products with Lastolite by Manfrotto branding.
I think it makes a lot of sense to incorporate the Lastolite brand into Manfrotto itself. The products have become so closely related over the years and the world’s had enough time exposed to “Lastolite by Manfrotto” to realise that they’ve basically been the same company for a while now. This just makes it all official with the more well-known brand.
Following the successful rebrand from Lastolite to Lastolite By Manfrotto back in 2016, the imaging market and the Lastolite By Manfrotto product portfolio has changed significantly. During this time the Lastolite By Manfrotto user has also evolved from primarily being a traditional stills photographer to today’s more versatile, still and moving image content creator. This change has naturally brought the Manfrotto and Lastolite By Manfrotto brands closer together, serving the same customer with a complimentary portfolio of products, and it was a natural progression to bring the brands together as one.
– Mark Langley, Brand Director for Lighting, Vitec Imaging Solutions
The Lastolite section of the Manfrotto website states that for a time, you might receive products with either branding, but that they are identical in form and function. This makes sense, though. There is still a lot of Lastolite branded stock out there still waiting to be sold!
Newly manufactured products will now carry the Manfrotto branding and as stocks dwindle and are replenished in the warehouses of retailers around the world will be replacing the Lastolite by Manfrotto branded stock.