Xerox has unveiled its new brand logo on racing superbikes as part of a multimillion-dollar rebranding campaign. But how much can a new logo really convey? Jennifer Collins reports.

Xerox is retiring the staid red capital X that has dominated its logo for 40 years in favor of “a brand identity that reflects the Xerox of today.” ...

Xerox, which operates in 160 countries, makes high-end printing and publishing systems, digital multi-functional devices, laser and sold ink printers, fax machines and supplies such as toner ...

Xerox Corp. unveiled a new logo Monday intended to scuttle its old image as a photocopier manufacturer and highlight its software, color printers and other technologically updated products. By The ...

Xerox Corp. has unveiled a new logo intended to scuttle its old image as a photocopier manufacturer and highlight its software, color printers and other technologically updated products.

What’s in a logo anyway? Xerox will soon find out. The company retired the venerable red, all-caps Xerox logo today in favor of a softer, lower-cased red logo alongside a red globe wrapped in an ...

HARTFORD, Conn. – Xerox Corp. unveiled a new logo Monday intended to scuttle its old image as a photocopier manufacturer and highlight its software, color printers and other technologically u… ...

NORWALK, CT—Jan. 07, 2008—Xerox Corp. (NYSE: XRX) today unveiled the most sweeping transformation of its corporate identity in the company’s history. The new brand is designed to reflect ...

First Rochester's tallest building lost its tenants. Now it's lost its name. The red-and-white Xerox name and logo were unceremoniously stripped from the company's one-time world headquarters ...