DUSSELDORF, Germany--Jan. 29, 2004-- Electronics For Imaging, the world leader in digital imaging and print management solutions for commercial and enterprise printing, today announced it is moving to establish its identity as "EFI" by consolidating its products, solutions and services portfolio under the EFI brand name. The main goal behind this branding strategy is to simplify buying decisions of commercial printers and corporate customers who are requiring more comprehensive printing and communications solutions to improve their profitability and productivity. In addition to shortening its brand name to EFI, the company is rolling out a redesign of its logo with the new tagline "Essential to print(TM)." The announcement was made in Dusseldorf, Germany where EFI outlined its plans for the upcoming Drupa Global Printing Exhibition in May. "Selecting the EFI name was a natural evolution for us as thousands of customers already recognize us as EFI. It also reflects that the name 'Electronics For Imaging' is too limited to encompass the ever-broadening scope of our software and hardware solutions. We believe our simplified brand name and new branding approach will help even more customers find the best solutions to address every aspect of their printing requirements from production and business workflow processes, to management, procurement, production and fulfillment," said EFI CEO Guy Gecht. "Whether we are Electronics For Imaging or EFI, we will continue to deliver the same industry-leading, high quality technology products our customers expect. We want EFI to be the global brand that customers choose first to find innovative, cost-effective solutions to increase their business productivity and profits." Gecht also noted that EFI's acquisitions of Printcafe, T/R Systems and Best GmbH in 2003 required a branding strategy that effectively integrated those companies' best in class products with EFI's own leading technologies and solutions under a recognizable brand name to make it easy for its rapidly growing customer base to find the right solution for their needs. For example, under the new consolidated branding strategy, Printcafe Hagen will be called EFI Hagen OA® and T/R Systems Digital StoreFront will be called EFI Digital StoreFront(TM). "Our goal is to maximize the equity of our flagship brands to assist our customers in making more informed buying decisions. Key brands like our industry leading Fiery® servers with over one million loyal customers will continue to be aggressively promoted, with most other product names folded under the EFI brand. When customers have printing needs, we want them to think first of EFI because EFI is 'essential to print,'" Gecht concluded. EFI, Inc. (www.efi.com) is the world leader in digital imaging and print management solutions for commercial and enterprise printing. EFI's award-winning technologies offer document management tools from creation to print, including high fidelity color and black and white Fiery® print servers that can output up to 2000 ppm; powerful production workflow and print management information software solutions for increased performance and cost efficiency; and an array of business-critical enterprise and mobile printing solutions. EFI maintains 25 offices worldwide.