Fujitsu is undergoing a significant rebranding and corporate identity shift for several strategic reasons tied to business transformation and reputation management. The company announced its new brand purpose as making the world more sustainable by building trust in society through innovation, and introduced a new visual identity and tagline to reflect a move away from being seen as just a hardware manufacturer toward being a global digital transformation and sustainability company. First, Fujitsu wants to shed its image as a legacy PC and server maker and be seen as a modern consulting, AI, cloud, and cybersecurity services provider, competing with Accenture and IBM Consulting. Second, after selling majority stakes in its PC and smartphone businesses, the old logo and branding associated with consumer electronics no longer fits its enterprise focus. Third, and very importantly in Europe, the Fujitsu brand suffered severe reputational damage in the UK due to the Post Office Horizon scandal, where its faulty accounting software led to wrongful convictions of hundreds of sub-postmasters. The company faced calls for boycotts and parliamentary inquiries, so rebranding helps distance its future enterprise services business from that scandal and signals accountability and renewed purpose. The rebranding includes a new logo usage, simplified Fujitsu Uvance portfolio for sustainability solutions, and emphasis on trust and purpose-driven innovation.
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