Fujitsu

Fujitsu’s brand refresh focuses on sharpening its image to remain modern and impactful whilst aiming for a more sustainable future.

Fujitsu is a Japanese technology company that specializes in consumer and industrial electronics. Fujitsu’s products include servers, PCs, laptops, media centres, tablets, storage hardware, displays, air conditioning and heat pump units.

F37 were commissioned by Interbrand to work on a new custom typeface for Fujitsu, as the brand decided to sharpen their brand image. F37 came up with Fujitsu Infinity. We used F37 Ginger as a starting point, developing 6 different weights to compliment the new brand image. This typeface family was designed with warmth and openness at its core and is well-placed for greater legibility and accessibility across all print and digital communications.

Fujitsu Infinity needed to work across print and web and in all sizes. This meant that F37 Ginger, a geometric typeface typically used for mid to large point sizes, would need to undergo a number of changes. To optimise the versatility of F37 Ginger we increased the x-height, spacing and size of punctuation, while reducing the capital height and opening apertures. Further modifications were made to several characters with similar letter shapes.