2013 iF communication design award goes to Fujitsu for its visual identity

The Fujitsu corporate design, offering a unique and striking visual interpretation of the brand promise "shaping tomorrow with you", has won the internationally acclaimed iF award in the communication design category.

Essence of Fujitsu's Visual Identity (VI)

Fujitsu's corporate design was developed to translate the brand promise "shaping tomorrow with you" into a unique visual statement that reinforces the company's brand identity around the world.
The main VI building blocks are the Fujitsu Symbol Mark (logo mark), the Response Module (brand graphic), the Fujitsu Sans corporate font family and a distinctive photo style.
In addition, the VI relies on red as the official corporate color, using a striking and differentiating color palette that resonates strongly with the international ITC market. The new VI guidelines were rolled out globally for a consistent look and feel the world over.

The Response Module

Symbolizing dialog, the Response Module is a powerful and effective interpretation of the brand promise "shaping tomorrow with you". The Response Module shape can also be found in the FUJITSU Symbol Mark lettering. It emphasizes "the Fujitsu Way", providing a unique and unforgettable reminder of Fujitsu's commitment to understanding its customers and communicating with them.

Fujitsu Sans corporate font

The Fujitsu Sans corporate font family expresses the consistency and solidity of "the Fujitsu Way".
Fujitsu Sans is an original font designed to build on the Symbol Mark and strengthen communication of the "shaping tomorrow with you" message with its modern, forward-looking style.
The typeface is dynamic and highly legible with its open, light lines and curves. It plays a crucial role in ensuring instant recognition of all Fujitsu communications/publications and of the FUJITSU Symbol Mark, clearly differentiating Fujitsu's VI from the competition.