Aims to Strengthen Corporate Brand in Accordance with New Group Management Structure

July 12, 2006 - Fuji Photo Film Co., Ltd. (President and CEO: Shigetaka Komori; hereinafter Fujifilm) has introduced its new corporate brand logo.

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.

The original form of the existing logo was determined in 1980 and has served us for 26 years. During that period, Fujifilm has significantly expanded its business domain by adding a diverse range of advanced technologies to the core technologies nurtured through our photosensitive materials business. The Fujifilm Group positions the present as the period of its "Second Foundation" and is carrying out structural reforms on a company-wide basis to secure a competitive advantage. Fujifilm Group has been aggressively making capital and R&D investments in growing businesses and actively conducting M&A transactions. These businesses include medical imaging/life sciences; documents; graphic arts; and high-function materials such as flat panel display materials, electronic materials, and optical devices. The entire group is working together toward further business development and expansion. The introduction of the new corporate brand logo along with the new company name is aimed to clearly express this transformation and expansion in business domain and our endeavors for continual growth as well as to further strengthen our corporate brand image.
The new logo design eliminates the red hexagon mark established in 1980 and strongly projects a symbol for FUJIFILM, the corporate brand.

With a sharp accent design in the center of the logo, Fujifilm aims to express its commitment to advanced technologies. The dash of red expresses its determination for continuous innovation. At the same time, Fujifilm will continue to use green as its corporate color, inheriting its established brand assets.

The new corporate brand logo will be used in all our products, advertising media, facilities, and office supplies in order to convey proof of their quality and reliability to the customers.