Marking the Spot
Xerox Corporation recently unveiled its first major rebranding in more than 40 years, coming on the heels of two years of global research. The new lowercase treatment to its name is accompanied by a brilliant red sphere, (Pantone 797) marked with two “connectors” that form an X. The company feels it is this X that best represents their connection to their customers, employees and partners. Further a palette of eight new colours accompanies the makeover. With over 57,000 employees, the Xerox brand has been valued at $6 billion.
