Xerox and interbrand Unveil Sweeping Changes to Xerox Identity
Norwalk, CT, USA and New York, NY, USA January 7, 2008 – Xerox Corporation (NYSE:XRX) and its branding
agency partner, Interbrand, today unveiled the first major rebranding of Xerox in more than 40 years.
Today’s introduction is the culmination of nearly two years of global research and will be a
cornerstone of Xerox’s marketing campaigns.
The new signature incorporates a lowercase treatment of the Xerox name. It is in a vibrant red
Pantone 1797 alongside a sphere sketched with lines, called “connectors,” that link to form an “X,”
representing the company’s connections to its customers, employees, partners, industry and
innovation. The connectors are super-graphics that will appear as reoccurring design elements.
A palette of eight new colors will support the brand. A new illustration style using silhouetted
graphics, contemporary photography, and the connectors against a white background add to the
brand’s new design. The illustration style can adapt to the color palette, and a three-dimensional
sphere is used across different forms of media. Xerox will adopt a proprietary font called Xerox Sans.
It is a modern style that visually communicates the openness and approachable nature of the
“Xerox is one of the world’s most recognizable brands,” said Richard Wergan, vice president of
global branding and advertising. “While we’re proud of our customers’ deep association with the
name Xerox and the quality and innovation it stands for, it was time to update our brand to better
reflect the company we are today. In a business environment where people are on information
overload, Xerox offers the technology and services that simplify the way work is done and more
effectively manage content and communication. Our brand is a powerful asset; with this new look we
also want it to be a powerful reminder of Xerox’s significant transformation in the marketplace.”
Xerox partnered with Interbrand to conduct quantitative and qualitative research around the world not
only on the logo, but also on the entire spectrum of Xerox’s brand architecture. Sixteen Interbrand
offices in 20 markets handled Xerox’s employee and customer research.
“Rarely do companies show the commitment to take on the challenge of a comprehensive brand
transformation,” says Q. Malandrino, executive director and Xerox team leader at Interbrand. “Xerox
embraced this challenge, and now has a brand to match what it is today and can support its strategic
vision for the future.”
The new Xerox brand was shown first today to Xerox’s 57,000 worldwide employees and is expected
to be rolled out over the next 18-24 months with a transformation of Xerox’s Web site (which goes
live later tonight with a new look), advertising, marketing collateral, signage and products. The Xerox
brand has been valued at $6 billion and is ranked 56th of the 100 brands on the annual
BusinessWeek/Interbrand study of the Best Global Brands in 2007.
About Xerox Corporation
Xerox Corporation is the world’s leading document management enterprise, providing the industry’s
broadest portfolio of color and black-and-white document processing systems and related supplies
as well as document management consulting and outsourcing services to businesses of any size.