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Fuji Xerox Unveils its First Corporate Identity Change in 13 Years
NEW CI CONNECTS WITH THE COMPANY'S COMMITMENT TO SUPPORT CUSTOMERS WORLDWIDE AND EXPANDING BUSINESSES
Singapore, March 18, 2008 - Fuji Xerox Singapore Pte Ltd and Fuji Xerox Printers today
unveiled the new corporate identity (CI), which it will apply from April 1, 2008. With this change,
the company proclaims that it commits to supporting customers' businesses globally as a partner
who finds the right answer for their business issues, and continues to expand its business areas to
achieve further growth.
The new corporate logo is less formal and more lively reflecting Fuji Xerox's customer-centric
approach to address customers' business issues that are becoming more complicated while its
businesses are expanding covering from traditional office market to service and publishing areas.
The new Fuji Xerox logo is in vibrant red alongside a symbol, "sphere of connectivity", bringing
up the image of "global", which represents the company's close connections to customers, partners,
industry as well as society.
The transformation is the first CI change in 13 years* since Fuji Xerox introduced the current
corporate logo "THE DOCUMENT COMPANY - FUJI XEROX" in 1995. All Fuji Xerox
affiliates including domestic sales subsidiaries and overseas affiliates in the Asia-Pacific region
will introduce the new corporate logo. The logo change has been applied in the US and European
countries and regions since January this year. With Fuji Xerox now adopting the new corporate
identity, Xerox is projecting a unified brand around the world, reflecting the connectivity of its
global business.
Fuji Xerox keeps evolving. As the Japan and Asia-Pacific leader in the document management
field, it provides customers with best-suited services and solutions contributing not only to cost
reduction and higher productivity but also to new value creation and business growth.
Collaborating closely with Xerox Corporation's global operations, Fuji Xerox supports customers
worldwide offering the industry's broadest portfolio of document technology and service.
* In 2002, the proportion of "THE DOCUMENT COMPANY" and "FUJI XEROX" was changed to enlarge the
corporate name, "FUJI XEROX".
[New Corporate Logo]
"Fujifilm is proud to be a partner for this record-setting event. With over 70 years of experience as a photographic company, we believe that our participation will help complement Fuji Xerox Singapore's attempt at the largest poster creation," said Damien Goh, Assistant Marketing Manager, Digital Camera Division, Fujifilm Singapore.
<Background and Implementation Plan>
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Background of the new CI introduction
Fuji Xerox's businesses have been dramatically changing. To the traditionally priority area, the
office market, it proposes establishment of a corporate infrastructure information system using
network-capable digital multifunction devices that are connected to the customer's
mission-critical system. In addition to providing basic functions such as copying and printing,
Fuji Xerox helps customers create an environment where they can tackle business challenges
that go beyond improving efficiency, labor-saving and cost reduction.
In its growing business area, the Production Services field (publishing/digital printing
businesses), the company offers not only high-speed printers that ensure quick turn around and
mass printing, but also new business models and marketing communication know-how
leveraging variable printing.
Further, Fuji Xerox has been vigorously expanding a new business area, Global Services,
which offers outsourcing services focusing on management and output of documents that are
customers' valuable business asset. Collaborating with Xerox Corporation, Fuji Xerox
provides worldwide support to meet customers' demands in their business environments that
are becoming increasingly globalized.
Such transformation of the company's businesses resulted in the CI change, to create a new
image as well as to demonstrate that Fuji Xerox is entering a new growth stage and is a
customer-centric company.
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About the new corporate logo
Inseparably combined with a sphere-shaped symbol called "sphere of connectivity," which
symbolizes partnerships with customers and society as well as global brand image, the new
corporate logo is designed with soft, curved lines to emphasize close relations and affinity
with customers and society. It is in a vibrant "Xerox red" representing innovative changes,
enterprising spirit, vigor and dynamism that reflect Fuji Xerox's business. The new design is
the culmination of nearly two years of global research that Xerox Corporation conducted with
its employees, customers and partners.
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Implementation plan
Effective April 1, 2008, Fuji Xerox will start changing the logo on communication materials
including its official Web site, business cards, and key signage in order of priority, covering all
Fuji Xerox companies in Japan as well as the Asia-Pacific region.
MEDIA CONTACT:
Pauline Chee
Marketing Communications Manager
Fuji Xerox Singapore
Tel: 67616684
Fax: 68775684
Email: Pauline.Chee@sgp.fujixerox.com
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