X, derived from the Phoenician letter samekh, meaning fish.

‍Media, from the Latin medium meaning the middle.

‍Flow, from the Old English flowan.

With multiple meanings, from Christ to Chromosone, the 22nd letter of the Ancient Greek alphabet is powerful and paradoxical. In Fujifilm’s case, it is shorthand for cross. As no English words start with the letter X, the acronym for Cross Media Flow stands out from the crowd.