Corporate Identity

“To become the best partner for our customers”

Fuji Xerox celebrated our 50th anniversary in February 2012, and has renewed our commitment to providing our customers with new values over the next 50 years as their best partner in the field of document services and communications—we help them resolve their business issues that are becoming more diversified and complicated. We are committed to supporting our customers globally while enhancing the quality in all we do, not to mention our products and services.

Corporate Logo

Always with “Customers First” in mind, Fuji Xerox changed our corporate logo on April 1, 2008. “Xerox Red”—which is deeper and brighter than the previous corporate red—symbolizes innovation, dynamism and vitality. The curvy font employed in the wordmark communicates our human, approachable and open personality.
The symbol, “Sphere of Connectivity”, represents our commitment to building global connections and partnerships. The intersecting gray lines in the Sphere of Connectivity express the relationship between Fuji Xerox and our customers, clients and society.
Our corporate logo shows our firm resolve to become the “best partner” and closest ally of our customers.

Corporate Logo History


Reprography Innovation: The Beginning

1962: Fuji Xerox Co., Ltd. established.
Revolutionizes the office environment in Japan by pioneering xerographic technology.

Promotes Idea of “Borrowing Chickens to Get Eggs”

First in Japan to market copying machine rental system.
Advances era of "buying copies" rather than “buying products.”


“From Hustle to Beautiful”

Moving from an era of high growth to an emphasis on beauty; here, “beautiful” means not sacrificing one’s quality of life in favor of abundance. The concept used in this advertising campaign reflects the social condition of the times and influences people’s way of thinking and living beyond a corporate sense.


User-Centric to the Core

The key element of any office is the people. With this idea as the central theme, Fuji Xerox begins selling network systems (XINS) and workstations (J-Star). This is the moment the icon and the mouse, technologies developed by Xerox, become known to the world.

Rethink How You Work

Amid progressing technology, internationalization, rising material wealth, increasing information and diversifying values, Fuji Xerox proposes “New Work Way” to encourage employees to have rich personal lives and bring their experiences back to enhance the Company.


The Document Company Declaration

Documents are a vivid expression of an individual’s knowledge and ideas; they convey meaning to people and instigate interaction. In essence, they connect people with people. Fuji Xerox declares its aim to always pursue excellence in the field and begins providing a variety of document services.


Open Office Frontier

“Open Office Frontier,” a combination of “Open Office” and “Office Frontier,” encapsulates our business vision. An open office is an unrestricted business environment that connects the knowledge of different peoples, transcending the barriers of time, space, company and structure. Fuji Xerox promotes its commitment to venture into the unknown with a frontier spirit.