Fuji Photo Film Co., Ltd. has introduced a new corporate brand logo. It has been designed to reflect a new holding company structure that will commence operation on 1 October 2006.

Fujifilm Holdings Corporation will provide strategic management of the entire group, including the two major operating companies: Fujifilm Corporation and Fuji Xerox Co., Ltd.

The company has taken this opportunity to change the corporate brand logo for FUJIFILM Corporation, an operating company that will take on the current business of Fujifilm. The logo will also be adopted on 1 October 2006.

The existing Fujifilm logo was developed in 1980 and has been used by Fujifilm for 26 years. During that period, Fujifilm has significantly expanded its business by adding a diverse range of advanced technologies to the core technologies nurtured through its photosensitive materials business. The Fujifilm Group is calling the new company structure its “Second Foundation” and is carrying out additional structural reforms on a company-wide basis.

Fujifilm Group has been making aggressive capital and R&D investments in growing businesses alongside various M&A transactions. These businesses operate in fields including medical imaging/life sciences; documents; graphic arts; high-function materials such as flat panel displays, electronic materials, and optical devices. The entire group is working towards further business development and expansion. The introduction of the new corporate brand logo along with the new name is designed to clearly communicate the company’s expansion and continuing growth, and to strengthen the corporate brand.

The new logo design eliminates the red hexagon symbol that was established in 1980, in favour of a strong projection of the Fujifilm corporate brand. For brand continuity, Fujifilm will continue to use green as its corporate colour.