Xerox Undergoes Facelift

By Greg McNevin

January 9, 2008: Xerox has unveiled sweeping changes to its branding and corporate identity, the most significant change in the firm’s history and a reflection of its changing fortunes.

In recent years Xerox has been turning itself around financially, and along with a new logo and website, the new push will see it move further into the services arena from being a manufacturer of copiers and printers, and a document management specialist.

“We have transformed Xerox into a business that connects closely with customers in a content-rich digital marketplace,” said Anne Mulcahy, Xerox chairman and chief executive officer. “Our new brand reflects who we are, the markets we serve and the innovation that differentiates us in our industry.

The company says it is doubling its research and development in services-related offerings, adding to more than 100 new products and services it has introduced over the past five years, including the accelerated adoption of colour printing in offices, energy-saving products such as multifunction systems, waste-free options such as toner recycling and cartridge-free solid ink printers, and High Yield Business Paper, EA Toner and Forest Stewardship Council-certified paper.

“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,” said Mulcahy.

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