Following Franklin Electric’s recent acquisition of Cerus Industrial, the company announced plans to rebrand the subsidiary as Franklin Control Systems, effective immediately. Based in Hillsboro, Ore., Franklin Control Systems will lead the company’s efforts in the design and production of electronic drives and controls for water pumping, HVAC, and industrial systems. 

This rebranding emphasizes Franklin Electric’s desire to strengthen the entrepreneurial core that bolstered the success of Cerus Industrial, while at the same time providing a solid infrastructure to promote its sustainability. A new Franklin Control Systems logo blends elements from both Franklin Electric and Cerus Industrial to underscore the new direction. 

According to DeLancey Davis, president of North America Water Systems for Franklin Electric, “Giving the Hillsboro unit an identity that is unique yet still connected to Franklin offers a clear signal of our intent for this business. We look forward to new ideas and innovative control solutions that will contribute to the overall success of our company.” 

Products made by Franklin Control Systems will carry either Franklin Electric or Franklin Control Systems branding, depending on the market channel for which they are intended. Many of the individual components within those products, however, will continue to carry the Cerus brand. The company website will be changed to www.franklin-controls.com, but the former www.cerusindustrial.com address will continue to work indefinitely. 

Collateral materials will support the new identity and will be introduced on a rolling basis, helping to make the shift transparent to the market. 

About Franklin Electric
Franklin Electric is a global provider in the production and marketing of systems and components for the movement of water and automotive fuels. Recognized as a technical leader in its specialties, Franklin Electric serves customers around the world in residential, commercial, agricultural, industrial, municipal and fueling applications.