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FedEx Kinko's Dumps "Kinko's" Part Of Trademark In A New Branding Strategy.

MEMPHIS, June 9, 2008 -- Four years after acquiring the Kinko's chain for $2.4 billion, FedEx has announced their intention to stop using the trademark FEDEX KINKO'S in favor of a new brand FEDEX OFFICE.

"Kinko's is a wonderful brand, and it's nostalgic," admits Gayle Christensen, director of global brand management for FedEx. But the Kinko's part of the FEDEX KINKO'S brand was considered limiting. Landor added the new brand, "gives us permission to offer new services because Kinko's was so associated with copies."

The adoption of the new brand will cost FedEx an estimated $515 million in a fourth quarter writedown.

FedEx spokeswoman Jenny Robertson stated, "The name change reflects that we serve as the office on the road for traveling professionals, a branch office for medium and large businesses, and the back office for small businesses."

Various media reports have reported that the Kinko's unit within FedEx has been struggling financially recently. Some have speculated that the lowered cost of printers and advancements in document software have diminished the need for the corner copy shop.