Xerox rebrands

New Xerox logo

"We have transformed Xerox into a business that connects closely with customers in a content-rich digital marketplace," said Anne 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 multimedia platforms.

Transition to take 18 months

The company's website, www.xerox.com, has gone live with 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. In South Africa, local implementation will include the rebranding of the Xerox Lions kit, Ellis Park and the Nelson Mandela Stadium.

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. It was unveiled to the company's 57 000 employees on Tuesday, January 2008, in a global webcast hosted by Mulcahy and Burns.

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 colours that can be applied across a range of media, from print and web to broadcast and interactive presentations.

Prized asset

"Our brand is one of our most prized assets and the value it brings to our business is immeasurable," adds Ursula 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."

Over the past five years, in addition to adding cutting-edge products at unprecedented speeds, the company has moved beyond its printing and copying systems and has made significant investments in software and services. It has also reinstated a dividend, repurchased shares, returned to investment grade, and continued delivering value to shareholders through double-digit earnings growth.

With a fortified financial position and expanded global distribution, the new brand is intended to make a bold statement about Xerox's strength “as the world's leading document management company”.