Altman Lighting Rebrands, Adds New Initiatives

Now in its 73rd year, Altman Lighting has unveiled a new brand identity and product family structure. Following a challenging post-pandemic period for the entertainment technology industry, the company says it "has emerged with renewed clarity, strategic focus, and a deepened commitment to serving its dealers and customers."

"Our mission has always been to craft lighting solutions that honor the legacy of theatrical excellence while embracing the needs of today's productions and architectural spaces," says Russell Altman, president. "These past five years have challenged us, but they've also sharpened our focus. We've streamlined our operations, stayed disciplined, and remained committed to creating reliable, high-quality tools that empower designers and technicians. We're here, we're evolving, and we're ready to earn your trust, project by project, as we have since 1953."

In early 2025, Altman introduced a revitalized brand identity reflective, it says, of its values of innovation, performance, and connection. The company also introduced a new naming convention for its product lines, organizing fixtures into clearly defined "families" inspired by mountain terms, a nod to Altman's Denver-based factory and the elevated performance of its gear.

The product families include The Peak Series of followspots, billed as offering smooth manual and precise digital control over beam intensity, size, and color; the Alpine Series, including the classic LED Worklight III and cyclorama fixtures; the Phoenix Series, including the PHX LVD, PHX 1.5, and PHX 3.5 fixed focus and zoom models; the Ascent Series of Fresnel and profile fixtures, including the Ascent ATF Fresnel, which delivers clean, white light self-sensing dimming; the Summit Series of weather-resistant PAR fixtures for indoor/outdoor use, including the AIP-200 and ODP-LVD: and the Aurora Series, billed as the future of architainment lighting and including the Aurora 200 pendant and Aurora 40 downlight.

In tandem with the rebrand, Altman launched the Luminous Path campaign -- a focused initiative to reconnect with its dealer network, improve transparency, and share timely product knowledge.

Closing out the year, Altman will debut Center Stage with Altman, a new series of live, virtual Q&A events with pre-registration campaigns tailored to the dealer network. These sessions will cover timely topics based on partner feedback, product updates, and industry trends -- designed to keep the conversation going and keep the spotlight on real-world solutions.

In a statement, the company says, "With a refreshed brand, a focused catalog, and active lines of communication with its partners, Altman Lighting is not just returning to form -- it's setting a new standard for resilience, determination, collaboration, and innovation. Watch for continued developments across Altman's online channels and ongoing improvements to the dealer experience, as the company remains committed to transparency, accessibility, and long-term success."