Xerox Brand Gets a Facelift

'A bit less formal, a lot more lively with links to our heritage and a nod to the future.'

Xerox Corporation has unveiled a major change to its logo, one that is 'designed to reflect today's Xerox, a customer-centric company built on a continuing history of innovative ideas, products and services that meet the needs of businesses small to large.'

The new Xerox logo is now a lowercase treatment of the Xerox name–in a vibrant red–alongside a sphere-shaped symbol sketched with lines that link to form an illustrative 'X.' The logo is designed to be more effectively animated for use in multi-media platforms, Xerox reports.

The redesign is a departure from previous changes to the company's logo, which were variations on a fixed typeface of the Xerox word. The new brand was developed by Interbrand and is the result of global research conducted with Xerox employees, customers, and partners.

'Our brand is one of our most prized assets and the value it brings to our business is immeasurable,' says Ursula M. Burns, president, Xerox. 'Our customers, our employees, and our shareholders connect the most with what the brand stands for–quality, innovation, customer-focus and a values-rich culture. Today, we're strengthening all our attributes and giving our brand a contemporary look that is more relevant for business today–a bit less formal, a lot more lively with links to our heritage and a nod to the future.'

The company's website has already gone live with the new brand identity, and Xerox will now begin changing the logo on products, facilities, vehicles, and marketing materials in a transition that is expected to take about 18 months. Fuji Xerox, the joint venture between Xerox and Fujifilm Corporation that markets Xerox systems throughout most of Asia, will transition the Fuji Xerox brand over time.

'We have transformed Xerox into a business that connects closely with customers in a content-rich digital marketplace,' said Anne M. Mulcahy, Xerox chairman and CEO. 'Our new brand reflects who we are, the markets we serve, and the innovation that differentiates us in our industry. We have expanded into new markets, created new businesses, acquired new capabilities, developed technologies that launched new industries– all to ensure we make it easier, faster, and less costly for our customers to share information.'

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