No more copying: Xerox gets a new look

By , agencyfaqs!, New Delhi | In Advertising
Last updated : January 18, 2008
For the first time in its history, Xerox has undergone a global brand makeover, unveiling a new brand identity and a new logo in a vibrant red


India, the Indian arm of Xerox Corporation, is thought of as a Photostat machine manufacturer even though it offers an array of innovative document solutions, services and systems, including colour and black and white printers, digital multifunction devices and digital. In order to shed its "copy machine" image, for the firs time in 20 years, Xerox India has transformed its corporate identity in India. The brand metamorphosis is part of a global image change and the first undertaken in the company's history.

Xerox India's new corporate identity includes a new brand 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, both small and large. The new, more in your face Xerox logo, which was unveiled recently, is 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', representing Xerox as a global company with human connections made through its global reach and the 50 million touch points Xerox people make each year.

Xerox's new brand identity is a departure from previous changes to its logo, which were variations on a fixed typeface of the word, Xerox.

The result of extensive global research conducted among Xerox employees, customers and partners, the new brand was developed by Interbrand.

Andrew Horne, managing director, Xerox India, says, "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 and it has become a household name. However, Xerox is still perceived more as a copying company and the new identity will enable Xerox to move away from the copying image to a stronger technology platform with a vibrant, energetic and young look."

Horne adds, "India being an important market, it 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 believes the new brand identity will give a fresh look and add energy to the brand in India. "It will be approachable and engaging for our consumers. To the employees, the brand will become less formal and more fun to work," he says.

The company's website,, is already live with the new brand identity and Xerox will now start changing the logo on its products, facilities, vehicles and marketing materials in a transition that is expected to take about 18 months.

In addition to the new logo, Xerox's corporate identity now includes a proprietary font and visual elements of its branding, using a palette of eight colours that can be applied across a range of media, from print and Web to broadcast and interactive presentations.

First Published : January 18, 2008

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