The New AFS Logo
Twenty-one years have gone by since the release of the previous AFS logo, and it was time for a more modern look that would encompass the AFS vision as a global leader in the metalcasting industry. The crescent image is a representation of a globe, inferring the “global reach” of AFS through its involvement in “all things metalcasting” and its importance around the world.
The process: Going through brand characteristic words that described AFS helped in the creation of the logo (ex: leader, strong, credible, global and advocate.) The letters remain connected and have a similar color selection to demonstrate an evolution from the previous logo, and an ongoing theme of unification.
The result: A strong, simple, sans-serif typeface that is not only clean and easy to read, but meant to highlight the strong and modern approach AFS has as it advances the industry.
Advocate for the industry and its products and our members, in many different arenas.
- Educate the members, the general public and legislators/regulators about the industry, the unique aspects of its technology and the latest practices and advancements.
- Innovate our processes and management styles to be a globally competitive manufacturing choice.
How to use it: The logo in the simplest form must only be used when the logo will be small and that the tagline cannot be read. The logo that should be used most often will have the tagline that fades into the crescent around the AFS attached blue letters. The full logo with “AND THE INSTITUTE” under the AFS will be used whenever there is a reference to AFS’s involvement with education and the Cast Metals Institute. This will replace the current Cast Metal Institute logo through a melding of the two. The AFS logo serves as a “visual signature.” It is important to adhere to the AFS Logo standards.
New Logo Information:
For a copy of the new AFS logo artwork, contact email@example.com. Only AFS Chapters and Corporate Members are authorized to use the AFS logo in conjunction with their activities and promotions.