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After 12 years in service, the blue Manfrotto "flag" logo has been retired, and revised into a simpler, cleaner form. The new logo (which is shown above right) is composed of two elements - the Manfrotto name itself, and a red circle containing a stylised tripod / lightstand in white. The aim of the redesign was to maintain recognisability and the well-established personality and reputation of the brand, but to simplify and modernise its image.
The changes will affect all product labelling, laser-engraving and packaging, as well as all on- and off-line communication materials, correspondence and stationery, starting from the end of September 2004. The phase-in of the new corporate style is due for completion at the beginning of 2005. Manfrotto have also taken advantage of the changes made to introduce several anti-forgery measures, in order to combat the growing number of copied and fake products.
The brand identity change also affects products destined for the US market, where the former "Bogen" trademark will gradually disappear from the product itself. Bogen Imaging Inc. continue as distributors of Manfrotto and other products in the USA, Italy, France and Germany, but the distinction between manufacturing company and distribution company is made clearer with this change. |
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