American Fluorescent Rebrands as AFX
June 11, 2012 - 11:38am
The lighting manufacturer has a new name and logo to reflect the evolution of the company and the industry.
The new logo of AFX Lighting, formerly American Fluorescent.
American Fluorescent recently changed its name to AFX Lighting to reflect that they now work with more than just fluorescent lighting.

American Fluorescent recently debuted a new name and look to fit with the evolving nature of the lighting manufacturer's work.

Company President Bill Solomon says he has known for some time that the company would need a new name, but changes in the industry convinced him to do it sooner than expected.

“I knew a couple of years ago that we were going to have to rebrand and it was just a matter of time,” Solomon says. “But with LED moving so quickly and cost coming down, we’re starting to utilize it more in our lighting design.”

Solomon is quick to point out, however, that the company, which turns 75 next year, won’t abandon its roots.

“We’re still a fluorescent lighting company and will continue to be for a while,” he says. “This just reflects the evolution of our company and the changing lighting landscape.”

The company’s new name, AFX Lighting Inc., keeps a sense of the company’s roots, with the “AF” standing in for “American Fluorescent.” The “X” stands for a number of things, Solomon says, but mainly reflects changes in lighting technology moving forward.

The Chicago marketing group that came up with the company’s new name also created a sleek new logo that Solomon says conveys “a more contemporary, tech-driven image” that fits with the company’s transitional and contemporary style. The logo also incorporates a new tagline – “Lighting your vision” – that replaces the old slogan “Design, Efficiency, Technology.”

“Design, efficiency and technology remain our focus, but if you take all of those elements together, we’re really lighting your vision and trying to give our customers the best lighting solutions for their environment,” Solomon says.

The company’s new brand was unveiled last month at Lightfair Intl. and HD Expo, and Solomon says the response has been nothing but positive.

“People have said ‘it’s about time, you’re more than a fluorescent company,’” Solomon says. “And others who told us before that we shouldn’t change our name, when they saw this, they said it was just right.”

To see AFX Lighting’s new look and product materials, stop by their showroom (TM 4523) at the Dallas Intl. Lighting Market, June 21-24. 

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