American Fluorescent Rebrands to AFX Lighting

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American Fluorescent has rebranded to reveal the growth and transformation of the company and industry; the new name: AFX Lighting. With a new name and logo, Bill Solomon, company president, says the rebranding is a sign of the new products and new direction they are headed.

AFX Lighting Logo

American Fluorescent Lighting Becomes AFX Lighting

“This just reflects the evolution of our company and the changing lighting landscape,” Solomon said.

According to, “AFX reflects the continued evolution of our company, as well as changes in the overall lighting landscape. The spectrum of lighting technologies continues to change, expand and improve.”

As a pioneer in fluorescent lighting designs, the move from American Fluorescent to AFX is a new step for the company as they increase embracing new and improved LED products and novel lighting technologies.

The company will be turning 75 next year and, even though they are rebranding, they will not forsake where they originated as a company. In an interview with, Solomon said they are still a fluorescent lighting company and will be for a while.

“This just reflects the evolution of our company and the changing lighting landscape,” Solomon said. “I knew a couple of years ago that we were going to have to rebrand. But with LED moving so quickly and cost coming down, we’re starting to utilize it more in our lighting design.”

The new brand was made public about a month ago at Lightfair Intl. and since then there have only been encouraging remarks.

The name AFX Lighting holds true to the company’s history, with “AF” meaning American Fluorescent and “X” meaning the evolution of the lighting industry and technology. The new logo is more modern than the original and features a new motto: “lighting your vision.” Although this is their new motto, they will not forget about the original one: “Design, Efficiency, Technology” because it still incorporates the company’s direction and concentration of evolving with the industry. According to, Solomon said that the old slogan will still be the company’s focus but combine it with the new one.

“If you take all of those elements together, we’re really lighting your vision and trying to give our customers the best lighting solutions for their environment,” Solomon said.

The new face of American Fluorescent, AFX Lighting, is a big step for the company and an innovative transformation of their brand. AFX plans to continue to keep their customers number one, where their motivation begins with the desires of the consumer.

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Danielle Littman
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