FedEx Corp. is pasting its name onto the Kinko's computing and copy business it recently acquired to reflect its new ownership.
FedEx said Monday the stores will be renamed FedEx Kinko's Office and Print Center.
Executives unveiled the brand at an employee event in Dallas, where Kinko's is based, saying the new identity better reflects the full-range of document and shipping services that will be available by the end of the year at 1,100 domestic locations.
Memphis-based FedEx completed its $2.4 billion acquisition of Kinko's Inc. from a New York equity firm in February.
The deal was intended to give FedEx a stronger retail presence as well as help it compete with Atlanta-based rival United Parcel Service Inc. UPS bought Mail Boxes Etc. in 2001 and later renamed some 3,300 franchises The UPS Store.
While The UPS Store has more locations, FedEx Kinko's outlets are generally larger, remain open 24 hours a day and offer videoconferencing services.
"This new brand leverages the historical strengths of both companies while powerfully redefining the future of the business services marketplace," an internal FedEx memo describing the rationale for the rebranding states. A copy of the memo was given to The Associated Press.
FedEx Kinko's Office and Print Services is the newly named fourth major division of FedEx, whose other businesses are: FedEx Express, the world's largest cargo airline, and two trucking operations, FedEx Ground and FedEx Freight.
The chairman and CEO of Memphis-based FedEx, Frederick W. Smith, and the head of the FedEx Kinko's division, Gary Kusin, unveiled the colors, strategy and timetable for the new brand to about 500 employees.
The new logo is orange, green, blue and purple.