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Xerox goes a vibrant red as company strengthens stronger technology platform peg

18-January-2008
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Xerox goes a vibrant red as company strengthens stronger technology platform peg

Xerox India has unveiled a new logo and corporate identity, touted as the company’s most significant change in its brand identity in the last 40 years. Along with this change Xerox wants to move away from the copying image to a stronger technology platform with a vibrant, energetic and young look.

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 its global reach and the 50 million touch points Xerox people made 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 has been developed by Interbrand. It was unveiled to the company’s 57,000 employees last week in a global web cast hosted by Anne Mulcahy, Chairman and CEO, and Ursula Burns, President, Xerox Corporation.

Andrew Horne, Managing Director, Xerox India Ltd, 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.”

Sharing details on how the new brand identity would impact India, Horne said, “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.”

The company’s website 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 colours that can be applied across a range of media, from print and Web to broadcast and interactive presentations. A TVC will be unveiled in last week of January 2008.

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