Brands & Trademarks / Design & Design Rights

Brands & Trademarks

Fujitsu Brand and Trademarks

Fujitsu Group considers our brand to be an important management resource and we carry out brand retroactive activities on a global scale to increase the expectations and trust of as many people as possible.
Fujitsu ranked 42nd in Interbrand's 2022 edition of "Best Japan Brands 2022." The Intellectual Property Division carries out activities to protect the value of Fujitsu brand through trademarks. In addition, we have established a monitoring system for trademark applications, trade names, and domain names in more than 190 countries and regions. We will resolutely take measures to prevent unauthorized use of trademarks, trade names, and domain names by third parties, including malicious third parties that pretend to be in a relationship with our company, from damaging trust in Fujitsu brand.

Activities to Protect Our Brand

To protect our brand, Fujitsu promotes the following three activities.

  1. Activities to support global business by respecting the trademark rights of others, minimizing risks, and securing Fujitsu Group's trademark rights
  2. Activities to monitor and prevent counterfeit Fujitsu products, trademark applications, and trade name registrations that take advantage of our trademark "Fujitsu"
  3. In addition to the names of products and services, activities to protect Key Technologies (which support the Key Focus Areas) as technology brands by means of trademark rights for the Key Technologies.

Introduction of Technology Brand


Digital Annealer

Only technology that can solve "combinatorial optimization problems" at a practical level

This technology can quickly solve combinatorial optimization problems, which are difficult to solve with today's general-purpose computers. The name comes from the fact that it employs the annealing method, which is the only quantum phenomenon that can solve combinatorial optimization problems at a practical level among the various quantum computing technologies.
(Japanese trademark registration No. 6051802 and others, patent application filed)


Wide Learning

An AI technology that is peer to deep learning

Wide Learning is an AI technology that finds features by iterating over all combinations. It is one of the technologies of Fujitsu's AI Zinrai. The name derives from the fact that it is a new technology that covers areas in which deep learning is weak. The following link provides examples of analysis and experience tools for COVID-19 measures.
(Japanese trademark registration No. 6256376 and others, patent application filed)


Deep Tensor

AI technology that derives new knowledge from graph-structured data representing the connections between people and things

AI technology that enables high-precision analysis of graph-structured data can also be used in cancer genome medicine and new drug development. The name comes from deep learning technology that uses mathematical expressions called tensors to represent graph-structured data.
(Japanese trademark registration No. 5957070 and others, patent application filed)


High Durability Learning

The world's first automatic AI repair technology

This is the world's first technology to automatically monitor and repair deterioration in AI model accuracy. The name comes from the fact that it is an AI model that exhibits high durability in various environments and situations and can continue to produce good results.
(Japanese trademark registration No. 6317943, patent application filed)


Chain Data Lineage

Blockchain technology for supporting data distribution

This technology improves data distribution reliability by enabling verification of data lineage, such as the source and processing history of data. This technology makes it possible to utilize data with peace of mind in drug discovery research, which utilizes patient data, and automobile insurance, which utilizes data from individuals' driving records.
(Japanese trademark registration No. 6214305, patent application filed)



Identity distribution technology utilizing blockchain

This technology enables everyone to conduct online transactions with peace of mind by making it easy to confirm reliable personal information of buyers and sellers, including that of companies and individuals. The name comes from "interchange of digital identities" (IDentitY eXchange).
(Japanese trademark registration No. 6258327, patent application filed)


Connection chain

Security technology to secure blockchains

This security technology connects multiple blockchains that have differing implementation methods and operation purposes in a safe, secure manner. The technology is useful for exchanging virtual currencies, achieving highly reliable data exchanges between companies, and automating contracts.
(Japanese trademark registration No. 6058668 and others, patent application filed)

Converging Technologies


Behavioral analysis technology that recognizes various human actions from images

This AI technology recognizes various human actions from images without needing to prepare a large amount of learning data. The name is a portmanteau of "action" and "analyzer."
(Japanese trademark registration No. 6355622, patent application filed)

Converging Technologies


Flexible stream data processing technology

The advent of IoT and 5G is making it possible to take people, goods, and things in the physical world and express them in the cloud. This technology enables flexible, rapid service development by processing a large amount of stream data flowing into the cloud in real time.
(Japanese trademark registration No. 6098165, patent application filed)

Design & Design Rights

Fujitsu Design and Design Rights

Fujitsu considers design to be one of our most important management resources, and we employ the design mindset and methods in all of our business activities.
We believe that all of the following are important in design creation: Human Centered Design, which focuses on people; Sustainable Design, which aims to achieve a sustainable society that coexists with the global environment; and Universal Design, which aims to realize a society in which people can fully demonstrate their abilities as well as can lead safe, comfortable, and affluent lives.
In recent years, in addition to the design of hardware, which focuses on the shapes of physical goods, there has been an increase in the design of images that have no relationship to physical goods. By strategically obtaining design rights for designs created in the course of our business activities, we protect our customers and products as well as increase the value of Fujitsu brand.

Case 1: Design Registration of Screen Design to Support Gymnastics Scoring

The world's first scoring support system to utilize 3D sensing technology
This screen design visualizes the positions of gymnasts' arms and legs as well as the angles of joints, which previously were checked visually.
It enables fair, accurate judgments in gymnastics competitions, which have become more sophisticated and complex in recent years. It also helps reduce the burden on referees and facilitates smooth event progression.
To promote this world-first scoring function and to ensure safe use in gymnastics competitions held in various countries, we have acquired design rights not just in Japan but also in the United States, the EU, and elsewhere.

We have received high praise from outside the company.

  • Gold Prize at GOOD DESIGN AWARD 2019
  • Silver Price at DESIGN INTELLICENCE AWARD 2020

Related Links

Press Releases

Case 2: Filing an image design for hand washing behavior analysis as a social contribution during the COVID-19 pandemic

The behavioral analysis technology Actlyzer's hand-washing recognition screen is designed to give users feedback on the proper six steps of washing recommended by the Ministry of Health, Labour, and Welfare; the number of times the hands are rubbed together; and whether soap has foamed appropriately. Everyone can easily recognize and use the user-friendly GUI.
We filed a design based on the consideration that this screen design can broadly contribute to public health as a record of handwashing practices in accordance with COVID-19 infection control measures and the HACCP international hygiene management method.

What is Actlyzer?
Actlyzer is a technology that combines an AI that has learned basic human movements such as "walking," "shaking the head," and "reaching with the hand" and can recognize various more complex behaviors, such as purchasing behavior and suspicious activity, from images without needing to prepare a large amount of learning data.​

Related Links

Press Releases

Intellectual Property Rights Protection Activities under the Intellectual Property Mix Strategy

Fujitsu has created new products and services to solve problems by interacting with users in order to earnestly consider what they want. The Intellectual Property Division implements its Intellectual Property Mix Strategy from the perspective of how to protect intellectual property.
The Intellectual Property Mix Strategy is an IP strategy that combines the strengths of individual IP rights-such as patent rights, design rights, and trademark rights-to create intellectual property rights that protect the Company's products and services from multiple perspectives. As an example of Fujitsu's Intellectual Property Mix Strategy, we will introduce Ontenna, a new user interface that enables users to perceive sound through their bodies.

Ontenna, which enables you to feel sound with your body and enjoy it with those around you

Features of Ontenna
Ontenna is a new user interface that converts sound in the range of 60 - 90 dB into 256 levels of vibration and light intensity, enabling the user to feel the characteristics of the sound with one's body. When Ontenna is worn like a hairpin in the user's hair or on the edge of a garment, it converts the audio pattern of the sensed sound in real time so that the user can enjoy the sound's characteristics, such as the rhythm and pattern.

Development Background
Regarding the background to Ontenna's development, the developer met a deaf person while he was a student, an encounter which spurred him to develop a new sound perception device together with the deaf person under the concept of "I want to use design and technology to communicate sound." After joining Fujitsu in 2016, the developer worked with designers and engineers to determine how they could use Ontenna to create a sound experience that both deaf and hearing listeners could enjoy together. This led them to the current Ontenna, which they decided to start selling in August 2019. At present, Ontenna is distributed free of charge to schools for the deaf throughout Japan, and it plays a major role in delivering sound to children at schools for the deaf through vibration and light during speech and rhythm exercises.

Application Example: Aiming for a Future in Which Deaf and Hearing People Enjoy Sound Together
Using Ontenna, students at a school for the deaf, who usually do not speak, have begun to speak actively, and they can feel the strength of drums and flutes as well as enjoy dancing together.
Today, Ontenna has been introduced to more than 80% of the schools for the deaf in Japan and is used for speech and rhythm training.

In addition, Ontenna communicates rhythm and timing when playing musical instruments, and in sports and cultural events, both deaf and hearing people can experience a sense of presence and unity.

Multifaceted Protection under the Intellectual Property Mix Strategy
Ontenna is round in shape and gentle so that the user can wear it like a hairpin to avoid discomfort. We have applied for and registered the design of the Ontenna controller (which can control the main body, battery charger, and multiple Ontenna), and the main body's shape is registered as a three-dimensional trademark. In addition, Ontenna's charging method and communication system are subject to patent applications and patent registration. In this way, the main body and peripheral devices of Ontenna are protected by the Intellectual Property Mix Strategy.

Ontenna has earned high accolades, winning the Gold Prize at Good Design Award 2019, the Grand Prize at IAUD International Design Award 2019, and the Japan Patent Commissioner Encouragement Prize at Local Innovation Award 2020.
Furthermore, in 2022, we won the ""Imperial Invention Award"" for the design of a body-worn device that senses sound by vibration and light.

In the end
In addition to design rights for the shape and screen designs of our products, Fujitsu also holds patent, design, and trademark rights that have been obtained by exercising our various strengths. We will protect products such as Ontenna based on our IP rights and aim to achieve a society in which people can live safe, comfortable, affluent lives.

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