Xerox has showcased the most sweeping transformation of its corporate identity in the company's history. The new 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, ranging from small to large.
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 as a global company with human connections made through Xerox's global reach and the 50 million touch points Xerox people make each year.
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 last week in a global web cast hosted by Anne Mulcahy, Xerox chairman and chief executive officer and Ursula Burns, president, Xerox Corporation.
Delighted at the launch of the new brand identity in India , Andrew Horne, managing director, Xerox India Limited, said, “Xerox has enjoyed tremendous success in India for more than 20 years. Over the years, the brand has become one of our most prized assets to become a household name. However, Xerox is still perceived more as a copying company and the new identity will enable Xerox move away from the copying image to a stronger technology platform with a vibrant, energetic and young look.”
Added Horne, “ India is an important market and plays a critical role in Xerox Corporation's strong business performance. We are excited about living the new brand identity in India with our customers, our employees and our shareholders, making Xerox a different and a stronger company and bringing it closer to its customers. With the new contemporary and less formal look, we are confident that there will be alignment between what we offer in the market and how we are perceived.”
Sharing details on how the new brand identity will impact India , Horne added, “The new identity will add a fresh look and add energy to the brand. To our customers, the brand promises to be approachable and engaging. To the employees, the brand will become less formal and more fun to work.”
Said Ashwani Arya, Managing Director, Perfact Color Digital Prints Ltd, a Xerox iGen3 customer, “We have had a strong 14 year association with Xerox which has grown from strength to strength. The new brand identity of Xerox is a welcome change that reflects energy and dynamism.”
“From the outside looking in, I've watched Xerox transition its business from a copier and printer company to a true partner in helping companies better manage information – whether it's digital, paper or both,” said Angéle Boyd, group vice president, general manager, Imaging/Output Document Solutions, IDC. “At the same time, Xerox has built a stronger company across the board and attracted new customers through new markets. Changing the brand is a logical next step. Now the face of Xerox matches the tech savvy, innovative company Xerox is today.”
Xerox has expanded into new markets, created new businesses, acquired new capabilities, and developed technologies that launched new industries -- to ensure we make it easier, faster, and less costly for our customers to share information. The company has led major transitions in the recent past from Copying to Printing, Analog to Digital, Black & White to Colour and Inkjet to Laser amongst others.
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 . In addition:
• New technology and services are generating billions of dollars in recurring revenue for Xerox. (Through the third quarter of 2007, services deals generated about $2.5 billion in annuity revenue, an 8 percent increase from the prior year)
• Xerox is doubling its research and development in services-related offerings.
• The company is accelerating the adoption of color printing in office environments through technologies that make color printing affordable and easy to use. Research in color printing represents about 50 percent of the $1.5 billion that Xerox and its partner Fuji Xerox invest each year in research and development.
• Office and commercial printing markets are leveraging new technologies like solid ink, color continuous feed, and parallel printing . Xerox has launched more than 100 products in the last three years, creating the broadest product portfolio in the industry and in its history.
• Energy-saving products such as Xerox's multifunction systems, waste-free choices like toner recycling and cartridge-free solid ink printers, and supplies that are more eco-friendly like High Yield Business Paper, EA Toner and Forest Stewardship Council-certified paper show that today's Xerox can serve a customer's total document management needs in an environmentally-responsible way.
With a fortified financial position and expanded global distribution, the new brand makes a bold statement about Xerox's strength as the world's leading document management company. Over the past two years, Xerox Corporation has reinstated a dividend, repurchased shares, returned to investment grade, and continued delivering value to shareholders through double-digit earnings growth.
The company's Web site, http://www.xerox.com, is already 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.
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.
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