Document solutions company Xerox has changed its logo in an effort to better reflect the nature of its business.
Says Anne Mulcahy, Xerox chairman and CEO: "We have transformed Xerox into a business that connects closely with customers in a content-rich digital marketplace. Our new brand reflects who we are, the markets we serve and the innovation that differentiates us in our industry.
She says Xerox has developed technologies that launched new industries, "to ensure we make it easier, faster, and less costly for our customers to share information".
The new Xerox logo is now a lowercase treatment of the Xerox name - in red - alongside a sphere-shaped symbol sketched with lines that link to form an illustrative "X".
This, says Xerox, represents the company's connections to customers, partners, industry and innovation, and is designed to be more effectively animated for use in multimedia platforms.
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