A New Xerox

To give its brand a more contemporary, less formal look, Xerox has come up with a new logo. The Xerox name now appears in lowercase red letters and sits next to a sphere-shaped symbol sketched with lines that link to form an “X.” This represents Xerox’s connections to its customers, partners, industry and innovation.

The new logo was reportedly designed to be more effectively animated for use in multi-media platforms.

To create the logo, Xerox conducted extensive global research with employees, customers and partners. Xerox will now start changing the logo on products, facilities, vehicles and marketing materials in a transition that is expected to take about 18 months.