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First Corporate Identity Change in 13 Years

Fuji Xerox Unveils its First Corporate Identity Change in 13 Years

New CI Connects With the Company's Commitment to Support Customers Worldwide and Expanding Businesses

Auckland, March 19, 2008 – Fuji Xerox Co., Ltd. today unveiled the new corporate identity (CI), which it will apply from April 1, 2008. With this change, the company proclaims that it commits to supporting customers' businesses globally as a partner who finds the right answer for their business issues, and continues to expand its business areas to achieve further growth.

The new corporate logo is less formal and more lively reflecting Fuji Xerox's customer-centric approach to address customers' business issues that are becoming more complicated while its businesses are expanding covering from traditional office market to service and publishing areas. The new Fuji Xerox logo is in vibrant red alongside a symbol, 'sphere of connectivity', bringing up the image of 'global', which represents the company's close connections to customers, partners, industry as well as society.

The 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 in the Asia-Pacific region will introduce the new corporate logo. The logo change has been applied in the US and European countries and regions 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 best-suited 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 technology and service.

* In 2002, the proportion of 'THE DOCUMENT COMPANY' and 'FUJI XEROX' was changed to enlarge the corporate name, 'FUJI XEROX'.


New Corporate Logo

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.
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About Fuji Xerox New Zealand
Fuji Xerox New Zealand markets Xerox products, solutions and services throughout New Zealand. Fuji Xerox's mission is to be the leader in the global document management market, providing solutions that provide a bridge between the paper and digital worlds and enhance business productivity through the sharing of knowledge. For further information about Fuji Xerox, please visit:


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