Fuji Xerox was the brand name of the Japan-based joint venture between Fuji Photo Film and Rank Xerox, established in 1962. In April 2021, the company was renamed FUJIFILM Business Innovation Corp., and its logo changed to the Fujifilm corporate logo accordingly.[1][2]
Design and History
Fuji Xerox introduced its first widely recognized corporate logo, “THE DOCUMENT COMPANY – FUJI XEROX,” in 1995. This followed the company’s 1991 adoption of “The Document Company” as a tagline, which was then incorporated into the logo.[3][4] In 2002, the proportions within this logo were adjusted, with the “Fuji Xerox” portion enlarged relative to “The Document Company.”[5]
On March 18, 2008, Fuji Xerox unveiled a new corporate identity, applied from April 1, 2008. This was the first corporate identity change in 13 years.[6] The new logo was described as “less formal and more lively,” reflecting a customer-centric approach as the company expanded beyond its traditional office market into service and publishing areas.[6] The logo change was applied in the US and European countries and regions in January 2008, with all Fuji Xerox affiliates in Japan and the Asia-Pacific region adopting it from April 1.[6]
The 2008 identity was developed by Xerox Corporation over a two-year period, with input gathered from employees, customers, and partners worldwide.[5] The broader Xerox brand redesign, which introduced the red sphere symbol, was developed by Interbrand.[7]
Meaning and Symbolism
The 2008 Fuji Xerox logo featured vibrant red lettering alongside a sphere-shaped symbol called the “sphere of connectivity.” The symbol was intended to bring up the image of “global,” representing the company’s close connections to customers, partners, industry, and society.[6] The sphere was described as inseparably combined with the wordmark, symbolizing partnerships with customers and society as well as a global brand image.[8]
The logo used a vibrant “Xerox red,” which was described as representing innovative changes, enterprising spirit, vigor, and dynamism reflecting Fuji Xerox’s business. The design also employed soft curves intended to bring the company closer to customers and society.[8][5]
Typography and Design
The 2008 Fuji Xerox wordmark used a lowercase, sans-serif typeface in red, consistent with the broader Xerox brand redesign of the same period. The Xerox logo change replaced the capitalized blue wordmark with a lower-case red logo adjacent to a red sphere on which parallel lines cross to form the letter X.[9] The sphere of connectivity design was trademarked by Xerox Corporation.[10]
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