Xerox Transforms Corporate Identity

Xerox Corp. has unveiled a new corporate identity. The re-imagined brand 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, according to the company.

“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.”

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.

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.”

The company’s Web site, www.xerox.com, features the new brand identity and 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. Fuji Xerox, a joint venture between Xerox and Fujifilm Corporation that markets Xerox systems throughout most of Asia, will transition the Fuji Xerox brand over time.