The identity change is the first in 13 years since it introduced its tagline and logo The Document Company – Fuji Xerox, in 1995.
All affiliates including domestic sales subsidiaries and overseas affiliates in the Asia-Pacific region will introduce the new logo. The change has been applied in the US and European countries since January this year.
Fuji Xerox says the logo is less formal and reflects its customer centric approach and expansion from the traditional office market to service and publishing areas.
The company says the new red sphere with an X is associated with a global image and connections to customers, partners and industry.