Fujifilm Holdings Corporation, founded in 1934 as Fuji Photo Film Co., Ltd., has used a corporate brand logo that has evolved through several distinct phases. The current logo, introduced in 2006, is a typographic wordmark that replaced the red hexagon symbol that had been part of the company’s identity since 1980.
Design and History
The Fujifilm corporate brand logo has undergone five documented changes since the company’s founding. The official logo history timeline lists versions from 1934 (the founding year), around 1960, 1980, around 1985, 1992, and 2006 to the present.[1]
The most significant redesign occurred in 2006, when the company introduced a new corporate logo alongside its transition to a holding company structure on October 1, 2006.[1] The new design removed the red hexagon symbol that had been established in 1980, replacing it with a simple, powerful projection of the “FUJIFILM” wordmark.[2]
The 2006 redesign was motivated by the company’s changing business landscape. According to Fujifilm’s official statement, the introduction of the new corporate brand logo along with the new company name was aimed at clearly expressing the transformation and expansion of the company’s business domain.[3] The previous logo had served the company for 26 years, during which Fujifilm significantly expanded its business beyond photosensitive materials into medical imaging, life sciences, documents, graphic arts, and high-function materials.[3]
The 1980 logo, which featured the red hexagon symbol, was created by the design firm Landor.[4] The 1992 version was an adaptation of the 1980 design that added text to the hexagon mark.[5]
Meaning and Symbolism
The 2006 logo incorporates several documented design elements with specific meanings. The center of the logo features an innovative design element that points to the company’s commitment to cutting-edge technology.[1] The Japanese corporate description explains that the logo includes an edge-like design in the center expressing a commitment to advanced technology, while red coloring in part of the lettering expresses a strong will to take on transformation and change.[2]
Fujifilm also stated that it would continue to use green as its corporate color, inheriting its established brand assets.[3] The dash of red in the new logo was described in the company’s press release as expressing its determination for continuous innovation.[5]
Typography and Design
The 2006 logo is a purely typographic treatment, eliminating the symbol that had accompanied the wordmark since 1980.[3] The design was described by Fujifilm as portraying the corporate brand simply and powerfully.[1] The designer or agency responsible for the 2006 redesign was not publicly identified by Fujifilm.[4]
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