Fujitsu and Airstage co-brand on new identity

From late this year, Fujitsu General will update its global identity by co-branding all residential and commercial air conditioning products with Airstage and Fujitsu.

Fujitsu says that the co-brand across all air conditioning products provides the global business with one unified product brand, a stronger corporate brand image, and efficiencies for marketing and advertising across all regions.

The refreshed Airstage logo and visual identity will be launched at ARBS 2022 in Melbourne, Australia on August 16-18.

Airstage is an existing brand within the Fujitsu General VRF commercial portfolio, and the new Fujitsu General Airstage applied range. Fujitsu General says its Airstage systems were launched in Australia in 2002, and provide commercial projects with complete air conditioning solutions that deliver design and installation flexibility, optimal comfort, high energy efficiency and consistent reliability.

“Airstage and its new logo introduces a unified global product brand, representing lightness, freedom, and airiness; everything Fujitsu air conditioning products provides its customers,” says the company. “The modern logo and colour palette represent value, safety and trust, qualities already synonymous with Fujitsu General air conditioning products.

“The brand identity of Airstage is an ‘experience beyond expectations’. Fujitsu General will continue to challenge the possibilities of technology, pursue energy efficiency, comfort, and convenience, and provide products that will surprise customers, with an experience that goes beyond expectations.”

According to Fujitsu General Australia and New Zealand Managing Director Philip Perham, the co-branding will provide an equal share of voice between the Airstage and Fujitsu brands, and will raise the profile of the Airstage brand in the Australian market across the entire range of products.

“Co-branding has no impact on business operations, and Fujitsu General Australia will continue to consistently provide high-quality, energy-efficient, reliable products accompanied by superior customer service,” says Perham. “We are still Fujitsu General Australia operating under ‘Fujitsu, Australia’s Favourite Air’ – a tagline that consumers over the years have come to know and trust.” 

The Airstage logo will feature on all packaging and product along with the Fujitsu logo, and both logos will feature on the indoor units, controllers and outdoor units.

Consumer advertising will be adjusted to incorporate the Airstage product brand, which will also feature prominently at exhibitions and other events, along with merchandise. Fujitsu General will progressively update collateral and its digital presence to include Airstage branding.

Read the Fujitsu General company profile at HVAC&R Search.