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 user 2008-01-07 at 1:02:00 pm Views: 92
  • #19286

    Xerox Unveils Biggest Change to Its Brand in Company History
    Conn., Jan 2008  — Xerox Corporation  today unveiled 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 small to large.”We have
    transformed Xerox into a business that connects closely with customers
    in a content-rich digital marketplace,” said Anne Mulcahy, Xerox
    chairman and chief executive officer. “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.”Our brand is one of our most
    prized assets and the value it brings to our business is immeasurable,”
    added 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

    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 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 has
    reinstated a dividend, repurchased shares, returned to investment
    grade, and continued delivering value to shareholders through
    double-digit earnings growth.”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 Angele 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.”

    The company’s Web site, http://www.xerox.com,
    goes live tonight 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.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 today 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 colors that
    can be applied across a range of media, from print and Web to broadcast
    and interactive presentations.