Fuji Xerox Co., Ltd. today unveiled the new corporate identity (CI), which it will apply from April 1, 2008. With this change, the company is proclaiming its commitment to supporting customers' businesses globally as a partner who finds the right answers for business needs, and continues to expand its business scope to achieve further growth.

The new corporate logo is less formal and more lively, reflecting Fuji Xerox's customer-centric approach to addressing business issues that are becoming more complicated, while the company is expanding beyond the traditional office market into services and publishing. The new Fuji Xerox logo is in vibrant red alongside a symbolic "sphere of connectivity", invoking a global image and representing the company's close connections to customers, partners, industry as well as society.

This transformation is the first CI change in 13 years* since Fuji Xerox introduced the current corporate logo 'THE DOCUMENT COMPANY – FUJI XEROX" in 1995. All Fuji Xerox affiliates including domestic sales subsidiaries and overseas affiliates will introduce the new corporate logo. The logo change has been applied in the US and European countries since January this year. With Fuji Xerox now adopting the new corporate identity, Xerox is projecting a unified brand around the world, reflecting the connectivity of its global business.

Fuji Xerox keeps evolving. As the Japan and Asia-Pacific leader in the document management field, it provides customers with tailored services and solutions, contributing not only to cost reduction and higher productivity but also to new value creation and business growth. Collaborating closely with Xerox Corporation's global operations, Fuji Xerox supports customers worldwide offering the industry's broadest portfolio of document technologies and services.

Background and Implementation Plan

1. Background of the new CI introduction
Fuji Xerox's businesses have been changing dramatically. In its traditional priority area, the office market, it proposes establishing a corporate infrastructure information system using network-capable digital multifunction devices that are connected to the customer's mission-critical systems. In addition to providing basic functions such as copying and printing, Fuji Xerox helps customers create an environment where they can tackle business challenges that go beyond improving efficiency, labor-saving and cost reduction. In the growing business area of Production Services (publishing/digital printing businesses), the company offers high-speed printers that ensure quick turn around and mass printing, but also new business models and marketing communication know-how that leverages variable printing.

Furthermore, Fuji Xerox has been vigorously expanding into a new business area, Global Services, which offers outsourcing services focusing on management and output of documents that are our customers' most valuable business asset. Collaborating with Xerox Corporation, Fuji Xerox provides worldwide support to meet customers' demands in their business environments that are becoming increasingly globalized.

Such transformation of the company's businesses resulted in the CI change, to create a new image as well as to demonstrate that Fuji Xerox is entering a new growth stage as a customer-centric company.

2. About the new corporate logo
Inseparably combined with a sphere-shaped symbol called the "sphere of connectivity," which symbolizes a partnership with customers and society as well as a global brand image, the new corporate logo is designed with soft, curved lines to emphasize close relations and affinity with customers and society. It is in a vibrant "Xerox red" representing innovative changes, enterprising spirit, vigor and dynamism that reflect Fuji Xerox's business. The new design is the culmination of nearly two years of global research that Xerox Corporation conducted with its employees, customers and partners.

Implementation plan
Effective April 1, 2008, Fuji Xerox will start changing the logo on communication materials including its official Web site, business cards, and key signage in order of priority, covering all Fuji Xerox companies in Japan as well as the Asia-Pacific region.