By CLAUDIA H. DEUTSCH
Published: January 7, 2008
Xerox unveiled what it says is the most sweeping transformation of its corporate identity since it dropped “Haloid” from the Haloid Xerox name in 1961. In a broadcast to employees, it announced that it would retire the staid red capital X that has dominated its logo for 40 years in favor of what Richard Wergan, vice president of advertising, calls “a brand identity that reflects the Xerox of today.”
The new logo consists of a bright red lowercase “xerox” that sits alongside a red sphere sketched with lines that link to form a stylized X. According to Anne M. Mulcahy, Xerox’s chief, that little piece of art represents the connection to customers, partners, industry and innovation.
Xerox previous logo.
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