Fujifilm to change logo after 25 years

By Matthew Henry

MELBOURNE: Fujifilm has introduced a new corporate brand logo for the first time in 25 years to mark the beginning of a new holding company structure, and will unveil the new image in Australia and globally in October.

Images of the new corporate logo have not been release, but the company says it eliminates the red hexagon mark established when the current brand logo was introduced in 1980, and “strongly projects a symbol of Fujifilm”.

“The sharp accent design in the centre of the logo aims to express commitment to advanced technologies and the dash of red represents determination for continuous innovation. At the same time, Fujifilm will continue to use green as its corporate colour, inherent to its brand,” said the company in a press release.

The new logo will be used on all products, advertising, facilities and office supplies for the company.

Fujifilm will open a new company called Fujifilm Holdings Corporation, which will provide strategic management for the entire group consisting of Fujifilm Corporation and Fuji Xerox.

“Fujifilm has significantly expanded its business in Australia and globally since the inception of the current corporate logo, adding a diverse range of advanced technologies nurtured through photosensitive materials and core technologies,” said the company.

“The Fujifilm Group sees the present as a period of “second foundation” and is carrying out structural reforms on a company-wide basis to secure a competitive advantage. Fujifilm has made huge advances in capital and research and development investments, growing businesses and actively conducting M&A transactions.”

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