FUJI Rebranding
Here is another rebrand for you this week. Fujifilm will take on a new holding company structure starting on October 1, launching FUJIFILM Holdings Corporation, which will provide strategic management of the entire group, including the two major operating companies: FUJIFILM Corporation and Fuji Xerox Co., Ltd.
Fujifilm is taking this opportunity to change the corporate brand logo for FUJIFILM Corporation, an operating company which will take on the current business of Fujifilm. The logo will be adopted on October 1.
What are your thoughts/comments on this one? Thanks to Uli for the tip.
See the full story details here.
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July 12th, 2006 at 7:59 am
Ug. I used to work on this account. Nightmare city. No matter what their logo is, their advertising will always be determined by men in white coats brandishing loops to find something wrong with, say, Nadav’s photography.
July 12th, 2006 at 9:02 am
to bob i say: HAHAHAHAHAHA
about the new logo…i like it better than the old one i guess. but they are both a little bland.
July 12th, 2006 at 9:13 am
Of the last few rebrands, this one at least is digestable. I won’t say I like it, but I won’t scoff.
July 12th, 2006 at 10:14 am
See I never liked the old logo/packaging/ads/branding - so the fact that I don’t like this one either doesn’t surprise me. I just assume Fujifilm has no taste in design.
I don’t get what it’s supposed to be/represent/give the feeling of. It looks to me like the “f” hit the “i” with an exacto knife and drew blood causing the top if the “i” to turn red. Yup…sad…that’s what I got from it.
But I do like the new type. The “j”, “l” & “m” are much more graceful, light and consistent.
July 12th, 2006 at 10:18 am
And why did they ditch the 1934 logo? That type is sweet and I love how different from nearly all their competitors [who all love harsh angles, black & red and the “technology bland†look.] it is.
They should go back to that.
July 12th, 2006 at 10:23 am
It’s not that pretty, but it’s instantly recognizable as Fujifilm, and it’s cleaner than before. *thumb up*
July 12th, 2006 at 12:08 pm
Well it’s better than Sprite. i don’t mind it as much. The type is a bit tall and skinny. The nice part is that the ditched the red part of the logo. Looks nicer with out it… but that’s only my 2 cents. I do like the old blocky font better.
July 12th, 2006 at 12:20 pm
Oh it´s much better! Really nice, clean, only 2 colors, now glows, now radiation,…nice and clean. Great, on ecan still “see the old logo”. Good Job.
And yes, it´s much better than that ugly sprite design!
July 12th, 2006 at 1:52 pm
I’ll tell you…it feels better to me. Warmer, more approachable. I like it.
July 12th, 2006 at 2:52 pm
Gaining impact without losing brand equity. That’s not easy to pull off. I’d say it’s a step forward.
July 12th, 2006 at 3:38 pm
uf…like some of u said…this is the…”best” from the 3 ones of this week…!
mmm….i think that…there’s something in the character’s space that is not right..i mean…mmm…this…”triangle” form the 2nd F and the space in the 2-color-”i” …they look closer (obviously) than the others but..it’s ok…really cold, but…legible..!
July 12th, 2006 at 4:11 pm
kinda plain, not too inspired, but never liked the old logo either
July 12th, 2006 at 8:30 pm
very nice, much better.. more professional looking, simpler, more approachable…
July 13th, 2006 at 2:26 am
I don’t know why, but that just strikes me as a much better fit for Formula 1 advertising - their old logo didn’t quite meld with the rest of the F1 big boys in terms of style - this does.
July 14th, 2006 at 1:57 am
Really what happened with sprite? Very ugly work for a big company. I think Fuji should use that new logo before, their brand doesn’t attract me and won’t. Does anyone know will they still use green color in brand?
July 14th, 2006 at 3:00 am
I can’t believe they’re still using the word “film”, sounds so old fashioned.
July 15th, 2006 at 7:13 pm
Yeah this one cleans it up, gets rid of the old 70’s Fuji mark and makes it simple enough to work nicely. Not outstanding but it’s still a nice change.
July 16th, 2006 at 8:55 pm
Visually all I can focus on is the white space between the I and F which isn’t a good thing. I think they missed an opportunity to keep the shape of the red square on the old logo (of which I have never been all that fond). Hmm. Don’t think I care for it much.
July 17th, 2006 at 9:48 pm
I think it’s quite a nice logo. But the old one’s still gets my vote. it’s a unique design and has a strong japanese feel into it. Don’t know why, but it does.
October 31st, 2006 at 3:34 pm
It’s an improvement, but I can’t for the life of me figure out why they’d retain the word “film” as part of their identity. That makes about as much sense as a company like Blockbuster calling themselves “BlockbusterVHS”