The Gold Award at the International Design Awards: An interview with the designer, whom, as part of a team, led the corporate brand to world-class quality
Fujitsu / July 20, 2023
Fujitsu values diversity and adopts brand designs that match countries, regions, societies, industries, cultures, and races. The company won the Gold Award in the Communication Design category at the International Association for Universal Design (IAUD).
In this article, we introduce Fujitsu’s approach to its own brand design and interview Yoshiki Matsuda of the Brand Strategy, who played a key role in creating the current brand design, on his own candid thoughts on the design.
Gold Award at IAUD International Design Award 2022
The IAUD International Design Awards are sponsored by the International Association for Universal Design (IAUD). The award is presented to organizations and individuals who have made outstanding activities and proposals toward the realization of a society that is comfortable and accessible for as many people as possible.
On March 1, 2023, the winners of the IAUD International Design Award 2022 were announced, and Fujitsu’s Corporate Visual Identity (hereafter referred to as “VI”) received the Gold Award in the Communication Design category.
VI refers to visually expressed elements such as logos, fonts, colors, and designs of a company or brand, and plays an important role in enhancing the image of a company or brand.
IAUD International Design Award 2022 Gold Award Certificate
Fujitsu formulated a business brand Fujitsu Uvance in 2021. Under this brand, the company is promoting business focused on solving social issues to realize a sustainable world. When Fujitsu Uvance was established, the VI was also updated to reflect the company’s commitment to diversity, with designs focused on countries, regions, societies, industries, cultures, and races. Accessibility is also taken into consideration from the viewpoints of persons with disabilities, such as the visually impaired, hearing impaired, and dyslexic.
For example, color is an important element related to individuality and cultural background. We believe that being able to freely choose colors is one form of diversity, so we have increased the number of different color variations in our new VI, including blue, emerald green, yellow, and orange. The VI on the business card is also available in five different colors. In addition, the font and image selection criteria have been renewed to provide something that is easy to use and understandable for everyone, while maintaining the Fujitsu style. We believe that this award is a recognition of the company’s shift in corporate direction and mission toward the realization of social sustainability and diversity.
