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Digital Xerox Instruments
Printers, photocopiers and other office equipments
Xerox aims to shrug off of photocopier maker image
Xerox Corp., universally known as one of the worldâs 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 companyâs 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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