FANUC CORPORATION, the Japanese factory automation manufacturer headquartered in Oshino-mura, Yamanashi Prefecture, uses a wordmark-based logo that combines a black geometric shape, three diagonal yellow lines and the company name in red capital letters.[1] The company was established in 1972 when the NC (numerical control) division of Fujitsu was spun off as an independent business.[2]
Design and History
The current FANUC logo is registered in two closely related forms. One registration describes the mark as a black rectangle with three diagonal yellow lines separated by the wording “FANUC” in red capital letters.[1] A second registration describes the identical composition but with a black circle instead of a rectangle.[3] Both registrations claim black, red and yellow as features of the mark.[1][3]
In the mid-2010s, FANUC introduced “one FANUC” as a corporate slogan and symbol mark. The company describes it as condensing the spirit and resolve of unifying its FA, robot, robomachine and service businesses into a single entity.[4] The slogan appears prominently on FANUC’s global website alongside the statement that the three businesses are unified with service as “one FANUC.”[5]
Meaning and Symbolism
FANUC’s corporate symbol is the keyaki, or zelkova tree. The company’s official profile describes the symbol: a zelkova tree that, having endured wind and snow, is now spreading young branches from its thick trunk, shining brightly. This represents the expectation that FANUC, though compact, will grow robustly and that new technologies will emerge from its strong trunk in five to ten years, with all employees taking pride in building the company into a formidable enterprise.[6] The same symbol is described in FANUC’s annual report, which notes that when the company was founded in 1972, the zelkova was adopted as the company symbol with the wish to build a strong corporate constitution, rooted firmly in the earth and growing vigorously toward the sky.[7]
Yellow functions as a distinctive brand color across FANUC’s operations. The company’s factories, vehicles, employee uniforms and products are predominantly yellow, a color scheme that traces back to the department’s identifying color from its Fujitsu era.[8] FANUC’s European operations describe the company as “the yellow world of FANUC.”[9]
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