Xerox has 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," says Anne Mulcahy, Xerox chairman and CEO. "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 lower-case 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 multimedia platforms.
"Our brand is one of our most prized assets and the value it brings to our business is immeasurable," adds Ursula Burns, president of Xerox. "Our customers, employees and 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, 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 – by the third quarter of 2007, services deals had generated about $2,5-billion in annuity revenue, an 8% increase from the prior year;
* Xerox is doubling its research and development in services-related offerings;
* The company is accelerating the adoption of colour printing in office environments through technologies that make colour printing affordable and easy to use – research in color printing represents about 50% 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, colour 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; and
* 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.