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INDUSTRY news


AFS Unveils Brand, Logo Renovation T e American Foundry Society has launched


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


logo is strong, simple and modern. T e sans-serif typeface makes it clean and easy to read, yet conveys a strong image. T e connected letters and choice of color show an evolution from the previous logo, and the circular shape signifi es AFS’s relationship with metalcasting around the world. A web page devoted to the new logo and its development can be found at www.afsinc.org/logo. “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.” T e tagline—Advocate. Educate.


the latest practices and advancements, as well as the values and benefi ts to society. • Innovate in its processes and management styles in order to be a globally competitive manufacturing choice, keeping its members 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. T e new logo design also incorporates


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


Innovate.—replaces the words “American 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,


the words, “T e Institute,” melding the Cast Metals Institute and AFS brand to convey one, unifi ed front. T e Society will continue to be a critical supplier of knowledge in the unique metalcasting learning arena. “T e message our new AFS logo


conveys is exactly where we sit right now


as a society,” said Jerry Call, AFS executive vice president. “Adding ‘T e Institute’ is a reminder of our signifi cance on the education side of the industry, as well.” Since June, AFS also has launched redesigned websites and newsletter designs. 


Calco Receives Education, Sustainability Grants


T e C.A. Lawton Co.


(Calco), De Pere, Wis., received a Workforce Advancement Training (WAT) grant for skills training. T e grant will be used for leadership development and team building and include welding and electro-mechanical coursework. Calco, manufacturer of industrial components, worked with the Northeast Wisconsin Technical College to tailor a training program. The company also has been


awarded a grant to increase its financial and environmental performance through the Wisconsin Profitable Sustain- ability Initiative (PSI), which is funded by state grants from the Wisconsin Economic Development Corporation. PSI is also supported by a federal grant from the State Energy Office awarded by the Department of Energy through the American Recovery and


14 | METAL CASTING DESIGN & PURCHASING | Sept/Oct 2012


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