Xerox Transforms Corporate Identity

In addition to the new logo, Xerox’s corporate identity now includes a proprietary font and visual elements of its branding using a palette of eight colors that can be applied across a range of media, from print and Web to broadcast and interactive presentations.

“Our brand is one of our most prized assets and the value it brings to our business is immeasurable,” added 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.”