After almost 35 years, General Filters is pleased to announce our new brand identity that includes new logos, colors, and design. The transition has begun, and will continue in months to come.
Since our founding in 1937, we’ve updated our corporate logo just once. The previous designs were appropriate at the time, but as the face of the industry changes so must we. Over the last few years we have designed new products, acquired Second Wind™ UV Air Purifiers, updated literature, launched a new website, and introduced a new AHR Expo booth design. Our goal continues to be providing customers with a complete line of IAQ quality products at competitive prices and offering support that enhances relationships.
As plans in 2020 again include launching new products, we felt the timing was right to present a fresh face to the market. We redesigned our logos to reflect who we are today, where our future is taking us, and to symbolize our dynamic and unswerving commitment to the industry and our customers.
We moved the GeneralAire® logo from red to blue and updated our tagline to read “Breathe Healthier”; a clearer indication of what our products offer homeowners across North America. We felt the logo’s blue “swoosh” better represented gentle flowing, fresh, clean, and healthy air as it flows throughout your home. Introducing our new GeneralAire® logo.
General Filters manufactures not just IAQ products but also oil filter products, and the current corporate logo seemed to lean more heavily towards oil filter products. Our goal was to find a unique, relatable image that better reflects the entire lineup of products, with a design that is fresh, contemporary, and relates to a broader audience. The water drop speaks not only to humidity control but also to oil. The wavy white lines speak to the clean, fresh, healthy, air as it is introduced throughout your home by GeneralAire® and Second Wind™ products. We transitioned from red to blue, as a majority of our business is comprised of Indoor Air Quality Products and better reflects the future direction of the company.