Xerox Transforms Corporate Identity

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,” representing Xerox’s connections to its customers, partners, industry and innovation, and designed to be more effectively animated for use in multi-media platforms. The redesign is a departure from previous changes to the logo, which were variations on a fixed typeface of the Xerox word. The result of extensive global research conducted with Xerox employees, customers and partners, the new brand was developed by Interbrand.