Digital Xerox Instruments

Xerox Corp., universally known as one of the world’s leading makers of photocopiers, embarked on a multi-million dollar marketing and branding campaign to shrug off its image as a copier maker and instead highlight its software products, colour printers and other cutting-edge products.

As one of the most visible steps in this direction, the company unveiled a new logo and called it the greatest transformation of the company’s identity in its chequered history. The all-capitalized corporate name in red, which had been used in various versions for 14 years, has been replaced with a lowercase version.

From being the top manufacturer of photocopiers, the $16-billion enterprise is now a diversified document management technology and service enterprise making printing and publishing systems, multi-function devices (MFPs), laser and solid ink network printers, copiers and fax machines. Xerox also has a very deep service portfolio.

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