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Wednesday, 08 May 2019


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If Fuji where a company like Sony, they might. By “like Sony” I mean a brand that has explored almost any single kind of camera design that ever existed (traditional DSLR, DSLR style mirrorless, rangefinder style mirrorless, ultra poquet, the unique R1 and its top mounted acreen, etc).

But Fuji is after the traditional buttons and dials market, so no, they won’t erase “film” and they definitely shouldn’t!

once upon a time in germany:

I think the FUJIFILM is a "tip o' the hat" to the retro styling of the Fujifilm X series cameras. Many times I had received a compliment on the camera (a lot more so than when I had a Nikon) followed by "What type of film do you shoot". I think that the wording of FUJIFILM has something to do with that.

Maybe FujiInstax would be more appropriate. Sometime soon Instax will be Fuji's only remaining film.

Oh, and let us not forget Honeywell Pentax and when Canons were labeled Bell & Howell. Anyway, Fujifilm is already shortened from Fuji Photo Film.

The interesting random photo connected fact of the day is Fujifilm's position against cosmetic retouching in post processing


I have long-wished for Fuji to resurrect the totally groovy name FUJICA

I went a slight step further with a Sharpie and blacked out all nomenclature on my X-T1.

On the plus side, Fujifilm is one of the very few companies left that still makes (or at least sells) film. On the negative side, this is the company that's closing out film stocks on a quarterly basis. Stopping sales of the completely unique Acros 100 (the only film ever made, to my knowledge, with no reciprocity failure up to around 2 minutes) was a crime. So in my grumpy moments I refer to them as FujiNOTfilm...

Fuji on the cameras works for me, though!

Might be a trademark issue. Since "Fuji" is a famous mountain, they can't trademark that name. But maybe they could trademark it for use on cameras, I don't know (IANAL, as they say). Just my off-the-top-of-the-head surmising.

Perhaps Fuji should consider reverting to their old camera brand, Fujica.
Fuji's film cameras used to go by the brand name of Fujica, beginning in the 1940's running through the late 1980's.

I agree with the previous commenters: revert to Fujica, like


Even Leitz-Wetzlar started calling themselves Leica in recent years. Maybe Schneider-Kreuznach should change their name to "Schneida"?

I don't buy the "Zeiss objected to Nikon" story as the origin of the Nikkor name. First of all, I long ago read a very different explanation, from Nikon I think. Sadly, I can't recall any of the details, nor exactly where I read it--perhaps the "book" they produced in the early 1908s called The Eyes of Nikon. (Not to be confused with a more-recent product bearing the same title).

The second reason I can't accept the Zeiss origin story is that most (all?) of the Japanese film-camera makers had names for their lens lines that differed from the names of their camera lines:
Nikon --> Nikkor
Minolta --> Rokkor
Pentax --> Takumkar
Olympus --> Zuiko
and so on.

We tend to think our beloved MILC cameras are the core business of photo equipment companies, but that is not true. In Fujifilm and Olympus' cases it is even less so than with other brands.
Actually, Fujifilm would be nowhere without film. Instant film is keeping Fujifilm profitable, and they still produce lots of 120 and 135 film, either OEM or under their own brand, so it would be absurd for them to drop the "film" part.
So let's stop playing around with Photoshop, shall we?

We'd lose the typographical flourish linking "FUJI" and "FILM", which would be sad.

Well if they can't call it MOUNTFUJI, maybe FUJIMOUNT, to remind people what type of lens to buy. However this could be confusing - should non-Fuji made Fujimount lenses be called Fujinons?

I have a Fujica ST605n, a bit ratty but perfectly useable. It even came with a functioning meter with two good S76 batteries....for $20. A better bargain than any digital it is paired with an exceptionally clean Vivitar 35mm f2.8 so old the serial number does not indicate the lens maker. (Although it looks like something Mamiya would have put out for their TL or DTL series.)

Yikes, I'm getting really old.

Fujifilm sounds nice to me. ( thanks for the link, Hugh. I need some kind of product to get rid of the sun spots in my hands ).

Fujifilm Instax cameras are very popular right now. Sure, they do not use film, but they use printing paper, does that count as far as tradition goes? My daughter loves it, she goes around snapping with the big camera, rather than with the smartphone. That's a positive aspect:)

I see what you've done there.

However, if you google Fuji, you get a volcano.

For the Japanese Fuji is the synonym of their holy volcano. (Mount Fuji, not Fuji mount). Claiming the same word with no additions for a product would be blasphemy. You wouldn't brand a camera company as Pope or Koran either.
Also it is confusing. There are hundreds of Japanese companies that have names with Fuji in it. So you can never claim the name Fuji for your brand only without any addition that distinguishes it from the others.

Maybe their cameras don't look modern enough to *not* have 'film' in the name! ;)

And their actual film cameras *don't* have 'film' on the front: just Instax.

I don’t know of any camera related Pope brands but there’s https://thepopebrand.com/ for example. It’s a fairly common surname in English.
The brand story I’ve always liked is that giant Sharp electronic brand takes its name from the pencil they made 100 years ago.

Leave at least one legacy brand name alone.

I just about threw up when Boeing, right after acquiring McDonnell Douglas, started calling the Douglas DC-3 the "Boeing C-47."

Enough with the retconning, already.

Well Fujifilm still makes lots of color neg film, color reversal film, and has had a huge splash with its Instax products which taught a zillion young people that not all has to be shot with your phone. And the decades of R&D they put into the film products make their way into the very pleasing Film Simulations in the digital cams. So, probably worth keeping the "...film" for a while.

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