Ricoh says Interbrand won a pitch last year after it put the project out to tender.
The company says the decision to reposition was prompted by the expansion of its services portfolio and the need to ‘express its evolving brand presence around the world’.
Interbrand was tasked with ‘redefining the brand and coming up with an idea that would resonate with business to business and business to consumer audiences internationally and globally – which are two different things,’ according to Ricoh director of corporate communications Javier Diez-Aguirre.
Shiro Kondo, Ricoh president, says ‘Technology is changing at an unprecedented pace, and there is increasing pressure, for customers to change along with it. At Ricoh we are committed to helping our customers embrace change through innovation. That is what we mean by imagine. change.’
The new identity will roll out across all Ricoh communications.