Japanese audio-visual technology conglomerate Fuji on Wednesday announced plans to reinvent itself with a new corporate identity dubbed the Second Foundation. Plus, inevitably, a new logo.

The latter symbolizes a new company structure due for implementation October 1 under the banner Fujifilm Holdings Corporation. FHC will control strategic management of the entire group, including its two major operating companies, Fujifilm and Fuji Xerox.

Explains a Fuji representative: "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."

And lest anyone fails to interpret the new logo's symbolism, company president/ceo Shigetaka Komori remorselessy spelled it out word-by-word. "With a sharp accent design in the centre of the logo, Fujifilm aims to express its commitment to advanced technologies," he elucidated.

"The dash of red expresses its determination for continuous innovation. At the same time, Fujifilm will continue to use green as its corporate colour, inheriting its established brand assets."

At which juncture Komori returned to Planet Earth. "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," he said.

Data sourced from mad.co.uk; additional content by WARC staff