Indiantelevision.com Team

(25 January 2008 4:30 pm)

MUMBAI: With a view to reflecting the contemporary spirit, Xerox has redesigned its logo. 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." This, according to the company, is to represent Xerox as a global company with human connections made through Xerox's global reach.

Developed by Interbrand, the redesign is a departure from previous changes to the logo, which were variations on a fixed typeface of the Xerox word. It was unveiled to the company's 57,000 employees last week in a global web cast hosted by Xerox chairman and CEO Anne Mulcahy, and Xerox Corporation president Ursula Burns.

Speaking about the new brand identity, Xerox India Ltd MD Andrew Horne 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."

"India is an important market and plays a critical role in Xerox Corporation's strong business performance. We are excited about living the new brand identity in India with our customers, our employees and our shareholders, making Xerox a different and a stronger company and bringing it closer to its customers. With the new contemporary and less formal look, we are confident that there will be alignment between what we offer in the market and how we are perceived," Horne added.

Sharing details on how the new brand identity will 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."

In the recent past, Xerox has led major transitions from copying to printing, analog to digital, black & white to colour and inkjet to laser, amongst others.