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Technology and Services Leadership, Brand Strength Lead to Transformation of Xerox LOGO 
'It's the right time to visually amplify the message… There's a new way to look at Xerox' 
STAMFORD, Conn., Sept. 13,2004— Building on the success of its brand advertising campaign and strength of its technology and services portfolio, Xerox Corporation is transforming its corporate signature logo and will now be depicted powerfully and simply as "XEROX." The new logo replaces "The Document Company – Xerox" , which was adopted in 1994 to emphasize the company's evolution from its copier heritage to leadership in the document management market. Also being phased out: The designed in 1994 to signal the increasing movement of documents between the paper and digital worlds, worlds that Xerox technology advancements have since successfully helped bring together.
In advertising and marketing venues, the XEROX logo also now will be accompanied by a capabilities line: "Technology. Document Management. Consulting Services." According to company research, the line more effectively communicates the myriad ways that today's Xerox is adding productivity and value to small offices, global enterprises, and commercial print and graphic arts environments around the world.
"Customers unquestionably make the association between Xerox and document expertise. The Xerox brand is strong. Our portfolio of offerings has never been deeper or better," said, MULCAHY Xerox chairman and chief executive officer. She noted in the second quarter, revenue derived from the company's targeted growth areas – production digital, office digital and value-added services – grew 4 percent year-over-year and now represents about 73 percent of the company's total revenue.
"It's the right time to visually amplify the message we've been delivering through our brand advertising campaign: There's a new way to look at Xerox, and Xerox is the trusted partner that businesses can rely on not only for smarter technology but also for smarter document management and services."
Launched in 2002, Xerox's print BRAND ADV CAMPAIN tells brief stories of how Xerox technology and services help specific corporations and organizations such as Siemens, Dow Chemical Company, Continental Airlines, and the University of Notre Dame to improve a business process or better manage information. At the same time, TV spots highlight the overall benefits of Xerox solutions and services such as on-demand book publishing, one-to-one marketing, and digital imaging and archiving.
According to Xerox chief marketing officer, DIANE MC GARRY these investments build on Xerox's long heritage as a brand leader as well as its recent history. "Brand power was a crucial factor in the success of Xerox's turnaround program a few years ago, as we saw time and again that the Xerox brand and what it stands for – innovation, quality, reliability, expertise – contributed to a tremendous amount of loyalty from our customers," she said. "We came to appreciate more than ever the simple power of XEROX – which is what our new logo helps further convey."
Interbrand Corp. and BusinessWeek magazine's ranking of the top 100 global brands for 2004 indicated that Xerox's brand value grew 2 percent to $5.7 billion.
The XEROX corporate signature will be phased in on building and vehicle signage, apparel, packaging and other company materials over time.
Xerox Corporation is a $15.7 billion technology and services enterprise that helps businesses deploy smart document management strategies and find better ways to work. Its intent is to constantly lead with innovative technologies, products and solutions that customers can depend upon to improve business results.
Xerox provides the document industry's broadest portfolio of offerings. Digital systems include color and black-and-white printing and publishing systems, digital presses and "book factories," multifunction devices, laser and solid ink network printers, copiers and fax machines. Xerox's services expertise is unmatched and includes helping businesses develop online document archives, analyzing how employees can most efficiently share documents and knowledge in the office, operating in-house print shops or mailrooms, and building Web-based processes for personalizing direct mail, invoices, brochures and more. Xerox also offers associated software, support and supplies such as toner, paper and ink.
* Post was edited: 2004-09-14 10:36:00
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