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AFS Unveils Brand, Logo Renovation Te American Foundry Society has launched

a new logo to better reflect its goals for the metalcasting industry. A process long in the making, the

new logo is strong, simple and modern. Te sans-serif typeface makes it clean and easy to read, yet conveys a strong image. Te connected letters and choice of color show an evolution from the previous logo, and the cir- cular shape signifies AFS’s relation- ship with metalcasting around the world. A web page devoted to the new logo and its development can be found at “We always try to stay at the forefront of our industry,” said Leo Baran, AFS director of membership services. “In this case, we had to look the part, too.” Te tagline—Advocate. Educate.

the latest practices and advancements, as well as the values and benefits to society. • Innovate in its processes and management styles in order to be a globally competitive manufacturing choice, keeping its mem- bers on the cutting edge. Innovation comes from research and development programs, education and training, and communication to the industry on leading ideas and practices from across the globe. Te new logo design also incor-

porates the words, “Te Institute,” melding the Cast Metals Institute and AFS brand to convey one, unified front.

The new AFS logo is a simple, distinct image that better reflects the Society’s vision and mission statement.

Innovate.—replaces the words “Ameri- can Foundry Society” to communicate the organization’s ongoing mission to: • Advocate for the industry, its products and members. • Educate its members, the general public and legislators about the industry, the unique aspects of its technology,

A Progression of AFS Logos Since the American Foundrymen’s Society was formed

in 1896, the society has gone through a number of logo transformations. Like the newest addition, they all

1990-2012 Tis logo was developed in late 1990 and intro- duced in January 1991. Tis logo coincided with the merger of the American Foundrymen’s Society and the American Cast Metals Association.

1970-1990 First appearing in the June 1970 issue of MODERN CASTING and then in Transactions in 1973. It en- dured until December 1990.

SOCIETY, INC. 38 | MODERN CASTING September 2012

represented the AFS vision and mission. Follow along with the timeline below for a progresison of AFS logos sinc 1948.

1964-1970 Tis logo first ap- peared in MODERN CASTING’s August 1964 issue and was used until June 1970.


oundrymen's ociety

Te Society will continue to be a critical supplier of knowledge in the unique metalcasting learning arena. “The message our new AFS logo

conveys is exactly where we sit right now as a society,” said Jerry Call,

AFS executive vice president. “Adding ‘The Institute’ is a reminder of our significance on the education side of the industry, as well.” Since June, AFS also has launched redesigned websites and newsletter designs.

1948-1964 Te first “official” logo of the American Foundrymen’s Association (AFS) appeared in the AFA Transactions in 1915. Te letters on the logo changed to AFS in 1948 with the name change to the American Foundrymen’s Society. Tis logo was used in the Transactions until 1970 and in MODERN CASTING until 1964.










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