Fujitsu (富士通) is a Japanese information and communication technology company founded in 1935 as Fuji Tsushinki Seizo (Fuji Telecommunications Equipment Manufacturing). The company adopted its current English-language corporate logo in 1989, a design that has remained in use through subsequent brand refreshes.
Design and History
Fujitsu’s visual identity has evolved through several distinct phases. From 1935 to 1961, the company used the mark of its parent company, Fuji Electric Manufacturing, which combined the “f” from Furukawa and the “S” from Siemens, the two firms behind Fuji Electric’s name. In 1962, Fujitsu enacted a new corporate logo using its own name, with the catchphrase “Communications and Electronics” written above and below the mark. A further redesign followed in 1972, built around the concepts of “peace” in blue, “passion” in red, and “purity” in white. [1] [2]
The current logo was adopted in 1989. According to Fujitsu’s official chronology, the company enacted the present English-language corporate logo as part of its globalization efforts. The infinity mark positioned above the “j” and “i” at the center of the “FUJITSU” wordmark symbolizes the “Earth” and “Sun,” representing the expanse of space and infinite possibilities. The corporate color, FUJITSU Red, symbolizes a challenging, human, and exciting company. [3]
The 1989 redesign emerged from an internal company initiative. After Fujitsu grew into a trillion-yen company in the 1980s, management launched the “Fresh Fujitsu Movement (FF-88)” to revitalize the organization. As part of this effort, the company solicited logo design proposals from Fujitsu Group employees worldwide, receiving 4,264 submissions. After two rounds of screening, professional designers refined the selected concept, a process that took more than six months. The switch to an all-English wordmark unified what had previously been separate Japanese kanji and English lettering systems, signaling the company’s global ambitions. [4]
Meaning and Symbolism
Fujitsu defines the infinity mark with specific symbolism: the smaller loop represents the Earth and the larger loop represents the Sun, together expressing expansion into infinite space and limitless possibility. The red color, officially designated FUJITSU Red, represents a challenging spirit, human warmth, and excitement. [4] [3]
In October 2021, Fujitsu launched Fujitsu Uvance, a new global business brand, and simultaneously revamped its visual identity. The refresh brought the Infinity Mark to the forefront, with dynamic, flowing contours symbolizing Fujitsu’s commitment to the renewing force of transformation and the virtuous cycle of sustainability. [5]
Typography and Design
As part of the 2021 brand refresh, Fujitsu introduced a proprietary corporate font called “Fujitsu Infinity Pro,” designed with a focus on readability for millions of people. The new identity system also includes an “Infinity Supergraphic” rendered in 15 different color gradients, symbolizing the company’s commitment to transformation and sustainability. The system comprises eight primary colors and six functional colors representing Fujitsu’s diverse worldview. [6]
The 2021 brand identity system was designed by Interbrand Corporation, with Fujitsu handling strategy and planning and Interbrand’s London and Tokyo offices responsible for global design concept development and guidelines. The system received the iF DESIGN AWARD 2022 in the Company Branding category. [6]
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