The Story of Ricoh’s Branding - Empowering Change Through Imagination

Overview of Ricoh's Logo

Ricoh's logo has evolved significantly since the company's founding in 1936. Each iteration reflects the company's growth, technological innovation, and unwavering commitment to empowering workplaces worldwide. The contemporary Ricoh logo, introduced in 2005, features bold, red typography that symbolizes energy, passion, and reliability. It conveys a modern, approachable identity while staying true to Ricoh's legacy. 

The Evolution of Ricoh’s Logo: A Symbol of Innovation and Identity

Ricoh's journey of innovation and creativity is reflected in the evolution of its logo. The first corporate logo was introduced in April 1963 when the company was renamed Ricoh, adopting a symbol already used for its products since 1960. 

By 1972, this logo began appearing in English for the company name, gaining recognition through advertisements and signage.

In 1986, to mark Ricoh’s 50th anniversary, a new logotype was launched. Designed to symbolize creativity, humanity, internationality, and communication, it aligned with the company’s mission statement as part of its corporate identity projects.

The current logo, introduced in September 2005, emphasizes global legibility and represents Ricoh’s core brand benefits: “Harmonize with the environment,” “Simplify your life and work,” and “Support knowledge management.” 

The evolution of Ricoh's logo highlights its dedication to staying relevant while embodying its mission of continuous progress and customer-centric innovation.

Meaning of the Brand Tagline "imagine. change." 

Introduced in 2012, the tagline “imagine. change.” was added to reflect Ricoh's commitment to fostering innovation and creating new values for its customers worldwide.

Ricoh's tagline, “imagine. change.,” is more than a marketing slogan, or a phrase, it embodies who we are, inspiring Ricoh employees to strive for excellence and fulfill our shared purpose.

At Ricoh, we embrace progress through fresh ideas and innovative approaches to improving lives. Our brand tagline reflects this commitment, shaping how we work together, deliver value to customers, and engage with the market. Each word represents our dedication to forward movement, serving as both a mission and a call to action. 

What’s behind Ricoh’s Key Brand Messages 

The key brand messages are central to Ricoh’s corporate identity, providing clarity and consistency across global communications. These messages highlight Ricoh's dedication to: 

• People are the Heart of Everything We Do
  Ricoh prioritizes its relationships with customers, employees, and society. Guided by the "Ricoh Way," the company fosters trust, diversity, and empowerment in the workplace while delivering outstanding products, services, and support.
• Ideas That Drive Change
  Creativity and innovation are at Ricoh’s core. By solving customer challenges through fresh thinking and advanced technologies, Ricoh drives transformation, enhances productivity, and sparks new opportunities across industries.
• The Expert in Document Management and Workflow Improvement
  Ricoh leads the way in document solutions and workflow enhancement. Our achievements include several world first high-speed office facsimiles (1974). From cutting-edge printing technology to tailored services, Ricoh simplifies tasks, improves business performance, and meets diverse market needs.
• A Step Ahead of Customer Needs
  Ricoh anticipates future demands by developing solutions that simplify routine tasks, enable collaboration, and enhance decision-making. Its proactive approach ensures customers’ success while addressing their evolving business challenges.
• The Power of Collective Imagination
  Ricoh harnesses the creativity of individuals and teams to inspire smarter work environments and innovative solutions. This vision supports workplace efficiency, fosters discovery, and drives meaningful change for businesses and society alike.
• Commitment to a Sustainable Future
  Ricoh integrates its “three loves”—love for people, the planet, and work—into every initiative. By aligning with the UN’s Sustainable Development Goals (SDGs), Ricoh promotes environmental conservation, community development, and sustainable economic growth.
  
  Together, these messages convey Ricoh's role as a trusted partner in driving efficiency, creativity, and sustainability in workplaces worldwide. 

The Imagination Balloon 

The “Imagination Balloon” is a distinctive design element in Ricoh's communication system. Introduced as a graphic tool, it symbolizes boundless creativity and forward-thinking. With its translucence and adaptability, the Imagination Balloon is used to present key messages and visuals in an engaging, friendly manner. It embodies Ricoh’s belief in the transformative power of collective imagination and collaboration. 

Conclusion 

Ricoh's logo and branding journey underscore the company’s commitment to staying relevant in a dynamic, ever-changing world. As Ricoh continues to lead in empowering workplaces and driving sustainability, its branding remains a powerful symbol of its enduring legacy and future aspirations.