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Ricoh ceases use of ‘Aficio’ brand name

Ricoh ceases use of ‘Aficio’ brand name

March 27, 2013

Aficio printerOEM confirms it has dropped the Aficio name to allow for “more streamlined” communication with customers.

Industry Analysts noticed that newly released Ricoh MFPs in Japan lacked the Aficio name and subsequently discovered that Ricoh will no longer use the name on its products as of February 2013, with the OEM stating that the move is part of its plan to align its “naming conventions under the Ricoh ‘imagine.change’ brand”.

Ricoh also said that “it aims to make it easer for clients to recognise Ricoh offerings and allows Ricoh to communicate in a more streamlined manner as we expand our software and services portfolio alongside our hardware”.

The ‘imagine.change’ brand, along with a restyled logo, was introduced by Ricoh in 2012 and was said by the company to capture “the essence of Ricoh’s approach – always moving forward with new ideas for improving customers’ business, and understanding that change is driven by the power of collective imagination that exists inside an organisation”.

The Aficio name, which was first introduced by the company in 1996, is not the first name to be dropped by Ricoh, with the OEM putting the Gestetner company name to an end in the US in 2007 and ceasing the use of its Lanier and Infotec names across Europe a few years ago.

Ricoh reportedly said that retiring the Aficio name shows that the company “understands the importance of investing in the Ricoh company name as the core brand” as it expands from its hardcopy and MPS businesses into IT-centric software, solutions and services businesses.

Categories : Products and Technology

Tags : Business Marketing Ricoh

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