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, 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 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 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… ...

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 ...

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 ...