Lexmark, a manufacturer of laser printers and an enterprise services provider, has rebranded with a new corporate brand and logo.
Speaking during a media event on Friday, Nathan Nayagar, Lexmark's SA country manager, said the rebranding reflects the evolution of the company as well as its vision for the future.
"The Lexmark brand has traditionally been associated with printing but the company has evolved from that," Nayagar said. "Since being spun out of IBM in 1991, Lexmark has been a leader in imaging and output solutions that help people and organisations improve processes and reduce their costs."
He noted Lexmark's rebranding represents its successful and ongoing transition to a company well beyond its hardware heritage.
Today, the company competes in key growth markets that include managed printing services, intelligent capture, enterprise content management, healthcare content management, financial process automation and enterprise search - all focused on helping Lexmark customers connect employees to the most relevant information at the moment they need it, Nayagar explained.
"Our new logo is a symbol of focus. It is precise with a fresh, vibrant green representing optimism and new direction."
Describing the evolution of the company, Nayagar said in 2007, the company exited the consumer inkjet business, and pulled out of business inkjet in 2013.
The company has also made a number of software acquisitions in its bid to diversify, including the buyout of Perceptive Software in May 2010. In March 2012, Lexmark acquired Australia-based ISYS Search Software for $32 million and US-based Nolij Corporation for $32 million.
In January 2013, Lexmark acquired Minnesota-based Acuo Technologies for $45 million. Acuo Technologies develops medical imaging document management software. In March 2013, Lexmark announced acquisitions of AccessVia and Twistage for a combined purchase price of about $31.5 million. In September 2014, Lexmark acquired ReadSoft for $251 million. In March 2015, Lexmark announced it would acquire Kofax for roughly $1 billion.
"The goal of these acquisitions is for the company to be able to provide an end-to-end solution," Nayagar said.
Lexmark's new tagline is, "Open the possibilities", which invites customers to engage with Lexmark to open up greater opportunities for success with our broader technology and solutions portfolio, he added.
Share