Xerox Changes Logo14 Sep, 2004
Xerox Changes Logo
Building on the success of its brand advertising campaign and strength of its technology and services portfolio, Xerox Corporation is transforming its corporate signature logo and will now be depicted powerfully and simply as "XEROX."
The new logo replaces "The Document Company - Xerox" corporate signature, which was adopted in 1994 to emphasize the company's evolution from its copier heritage to leadership in the document management market.
In advertising and marketing venues, the XEROX logo also now will be accompanied by a capabilities line: "Technology. Document Management. Consulting Services." According to company research, the line more effectively communicates the myriad ways that today's Xerox is adding productivity and value to small offices, global enterprises, and commercial print and graphic arts environments around the world.
"Customers unquestionably make the association between Xerox and document expertise. The Xerox brand is strong. Our portfolio of offerings has never been deeper or better," said Anne M. Mulcahy, Xerox chairman and chief executive officer. She noted in the second quarter, revenue derived from the company's targeted growth areas - production digital, office digital and value-added services - grew 4 percent year-over-year and now represents about 73 percent of the company's total revenue.
"It's the right time to visually amplify the message we've been delivering through our brand advertising campaign: There's a new way to look at Xerox, and Xerox is the trusted partner that businesses can rely on not only for smarter technology but also for smarter document management and services."
Launched in 2002, Xerox's print brand advertising campaign tells brief stories of how Xerox technology and services help specific corporations and organizations such as Siemens, Dow Chemical Company, Continental Airlines, and the University of Notre Dame to improve a business process or better manage information. At the same time, TV spots highlight the overall benefits of Xerox solutions and services such as on-demand book publishing, one-to-one marketing, and digital imaging and archiving.
According to Xerox chief marketing officer Diane McGarry, these investments build on Xerox's long heritage as a brand leader as well as its recent history. "Brand power was a crucial factor in the success of Xerox's turnaround program a few years ago, as we saw time and again that the Xerox brand and what it stands for - innovation, quality, reliability, expertise - contributed to a tremendous amount of loyalty from our customers," she said. "We came to appreciate more than ever the simple power of XEROX - which is what our new logo helps further convey."
Interbrand Corp. and BusinessWeek magazine's ranking of the top 100 global brands for 2004 indicated that Xerox's brand value grew 2 percent to $5.7 billion.
The XEROX corporate signature will be phased in on building and vehicle signage, apparel, packaging and other company materials over time.