Xerox Corp. 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.
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.
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.
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.