ICL plays down Fujitsu rebranding

ICL is denying that a logo change is evidence that its parent company Fujitsu is restricting the service company's autonomy.

ICL is denying that a logo change is evidence that its parent company Fujitsu is restricting the service company's autonomy.

As part of what it claims is a long-planned Fujitsu global rebranding exercise, ICL has already quietly begun adopting the byline 'a Fujitsu company' underneath its logo.

ICL said the move simply reflects the fact that different brands are recognised in different parts of the world, and will not affect customers.

"Fujitsu is very strong in Asia in ebusiness services, but the brand isn't particularly strong in other regions," said Steve Isherwood, ICL brand director.

"ICL's strength is in this market, and that's the real reason. There is no weakening in terms of management or financial control. We have our own strategists, and how we tackle the market is all down to ICL."

However, analysts said the move is further evidence of an overall determination by Fujitsu to take greater control of the company.

Analyst Richard Holway said: "It looks as though ICL will be absorbed as Fujitsu's European services organisation. We believed that ICL would have its independence, which clearly is not going to be the case.

"But more importantly, its strength is in its various units and we hoped they would be split up and allowed to go their own way via IPO or sales."

Holway added that this would do nothing to alleviate the low mood and uncertainty at ICL since the flotation pull and the resignation of chief executive Keith Todd and other board members in August.

"Morale is incredibly low, and when morale is low you lose your best people, and that clearly will not be to ICL's advantage," he said. "If the best staff go, it will affect ICL's ability to win new contracts and undertake successfully the jobs it already has."

First published in Computing