Toner News Mobile › Forums › Latest Industry News › *NEWS*XEROX:BIGGEST CHANGE IN CO. HISTORY
- This topic has 0 replies, 1 voice, and was last updated 9 years, 8 months ago by Anonymous.
-
AuthorPosts
-
AnonymousInactiveXerox Unveils Biggest Change to Its Brand in Company History
NORWALK,
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
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. 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. -
AuthorJanuary 7, 2008 at 1:02 PM
- You must be logged in to reply to this topic.