From late 2022, Fujitsu General Limited will undergo a global identity update by co-branding all residential and commercial air conditioning products with AIRSTAGE™ and Fujitsu. The decision to co-brand all heat pump / 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 were launched at the 2022 Air conditioning, Refrigeration and Building Services (ARBS) exhibition in Melbourne, Australia on August 16.

AIRSTAGE is an existing brand within the Fujitsu General VRF commercial portfolio and the new Fujitsu General AIRSTAGE applied range. Launched in New Zealand in 2002, Fujitsu General AIRSTAGE systems 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 heat pump / air conditioning products provides its customers. The modern logo and colour palette represent value, safety and trust, qualities already synonymous with Fujitsu General heat pump / 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.

“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 New Zealand market across the entire range of Fujitsu residential and commercial air conditioning products,” stated Philip Perham, Managing Director, Fujitsu General Australia and New Zealand.

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

Moving forward, the AIRSTAGE logo will feature on all packaging and product along with the Fujitsu logo. More specifically, 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.

by Fujitsu General New Zealand | Oct 10, 2022