Fujitsu General is undergoing a global identity update, co-branding residential and commercial air conditioning products with AIRSTAGE and Fujitsu.

AIRSTAGE is an existing brand within the Fujitsu General VRF commercial portfolio and new Fujitsu General AIRSTAGE applied range. Launched in Australia in 2002, Fujitsu General AIRSTAGE systems provide commercial projects with complete air conditioning solutions.

The refreshed AIRSTAGE logo and visual identity will be unveiled at the 2022 Air Conditioning, Refrigeration and Building Services (ARBS) exhibition in Melbourne on August 16.

The company said the decision to co-brand products will provide the global business with one unified product brand and a stronger corporate brand image, as well as greater marketing and advertising efficiencies across all regions.

“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 Fujitsu residential and commercial air conditioning products,” Fujitsu General Australia and New Zealand managing director, Philip Perham said.

“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. We are still Fujitsu General Australia operating under Fujitsu, Australia’s Favourite Air, a tagline that consumers know and trust.” 

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

Consumer advertising will include the AIRSTAGE product brand set to feature prominently at exhibitions and other events, along with merchandise. Fujitsu General will progressively update collateral and its digital presence to include AIRSTAGE branding.