Xerox is kicking off 2008 with a new look.
Monday, the copier giant released its new logo.
"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. 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."
The X in the new logo is to represent Xerox's many connections - to its customers, partners, and the industry.
"Our brand is one of our most prized assets and the value it brings to our business is immeasurable," added Ursula Burns, president, Xerox. "Our customers, our employees and our shareholders connect the most with what the brand stands for -- quality, innovation, customer-focus and a values-rich culture. Today, we're strengthening all our attributes and giving our brand a contemporary look that is more relevant for business today - a bit less formal, a lot more lively with links to our heritage and a nod to the future."