Fujifilm has changed its logo:



http://www.fujifilm.com/news/n060712.html

Here is the old logo:



Indeed: the new one is better, to my mind, and it will travel further.

However, the logo makeover fails to target the source of the brand problem with FUJIFILM, and that is the word "Film."

How many times have we seen a technological/method-based term in a name, and how many times have these names been unable to adapt with the times?

RADIO Shack.
Kentucky FRIED Chicken.
MATTRESS warehouse.
CIRCUIT City.

All of these companies find themselves unable to expand their product line, differentiate their offerings or appeal to an audience that doesn't have an affinity with their key word.

What should Fujifilm be called? Well how about Fuji?

Labels: Design