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Article: Xerox looks to transform image with new logo

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New Haven Register
Article date:
January 8, 2008
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Copyright

Register Staff NORWALK -- Xerox Corp. unveiled a new logo Monday, designed to evolve beyond the company's former image as a photocopier manufacturer and highlight its software, color printers and other more cutting-edge products.

In announcing the change, Xerox officials called the new logo "the most sweeping transformation of its corporate identity in the company's 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.

It also has a red sphere marked by a white "X" laced with silver

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