Xerox Unveils Biggest Change to Its Brand in Company History

    New brand connects with company's commitment to customers, innovation

    TORONTO, Jan. 7 /CNW/ - Xerox Canada, in tandem with Xerox Corporation
(NYSE:   XRX) today unveiled the most sweeping transformation of its corporate
identity in the company's history. The new brand is designed to reflect
today's Xerox, a customer-centric company built on a continuing history of
innovative ideas, products and services that meet the needs of businesses
small to large.
    "We have transformed Xerox into a business that connects closely with
customers in a content-rich digital marketplace," said Anne Mulcahy, Xerox
chairman and chief executive officer. "Our new brand reflects who we are, the
markets we serve and the innovation that differentiates us in our industry. We
have expanded into new markets, created new businesses, acquired new
capabilities, developed technologies that launched new industries - all to
ensure we make it easier, faster, and less costly for our customers to share
    The new Xerox logo is now a lowercase treatment of the Xerox name - in a
vibrant red - alongside a sphere-shaped symbol sketched with lines that link
to form an illustrative "X," representing Xerox's connections to its
customers, partners, industry and innovation, and designed to be more
effectively animated for use in multi-media platforms.
    "Our brand is one of our most prized assets and the value it brings to
our business is immeasurable," added Ursula Burns, president, Xerox. "Our
customers, our employees and our shareholders connect the most with what the
brand stands for - quality, innovation, customer-focus and a values-rich
culture. Today, we're strengthening all our attributes and giving our brand a
contemporary look that is more relevant for business today - a bit less
formal, a lot more lively with links to our heritage and a nod to the future."
    Over the past five years, in addition to adding cutting-edge products at
unprecedented speeds, the company has moved beyond its printing and copying
systems and has made significant investments in software and services. In

    -   New technology and services are generating billions of dollars in
        recurring revenue for Xerox. (Through the third quarter of 2007,
        services deals generated about $2.5 billion in annuity revenue, an 8
        percent increase from the prior year.)

    -   Xerox is doubling its research and development in services-related

    -   The company is accelerating the adoption of color printing in office
        environments through technologies that make color printing affordable
        and easy to use. Research in color printing represents about 50
        percent of the $1.5 billion Xerox and its partner Fuji Xerox invest
        each year in research and development.

    -   Office and commercial printing markets are leveraging new
        technologies like solid ink, color continuous feed, and parallel
        printing. Xerox has launched more than 100 products in the last three
        years, creating the broadest product portfolio in the industry and in
        its history.

    -   Energy-saving products such as Xerox's multifunction systems, waste-
        free choices like toner recycling and cartridge-free solid ink
        printers, and supplies that are more eco-friendly like High Yield
        Business Paper, EA Toner and Forest Stewardship Council-certified
        paper show that today's Xerox can serve a customer's total document
        management needs in an environmentally-responsible way.

    With a fortified financial position and expanded global distribution, the
new brand makes a bold statement about Xerox's strength as the world's leading
document management company. Over the past two years, Xerox has reinstated a
dividend, repurchased shares, returned to investment grade, and continued
delivering value to shareholders through double-digit earnings growth.
    "From the outside looking in, I've watched Xerox transition its business
from a copier and printer company to a true partner in helping companies
better manage information - whether it's digital, paper or both," said Angéle
Boyd, group vice president, general manager, Imaging/Output Document
Solutions, IDC. "At the same time, Xerox has built a stronger company across
the board and attracted new customers through new markets. Changing the brand
is a logical next step. Now the face of Xerox matches the tech savvy,
innovative company Xerox is today."
    The company's Web site,, goes live tonight with the
new brand identity and Xerox will now start changing the logo on products,
facilities, vehicles, and marketing materials in a transition that is expected
to take about 18 months. Fuji Xerox, a joint venture between Xerox and
Fujifilm Corporation that markets Xerox systems throughout most of Asia, will
transition the Fuji Xerox brand over time.
    The redesign is a departure from previous changes to the logo, which were
variations on a fixed typeface of the Xerox word. The result of extensive
global research conducted with Xerox employees, customers and partners, the
new brand was developed by Interbrand. It was unveiled to the company's 57,000
employees today in a global webcast hosted by Mulcahy and Burns.
    In addition to the new logo, Xerox's corporate identity now includes a
proprietary font and visual elements of its branding using a palette of eight
colors that can be applied across a range of media, from print and Web to
broadcast and interactive presentations.

    About Xerox Corporation

    Xerox Corporation is the world's leading document management enterprise,
providing the industry's broadest portfolio of color and black-and-white
document processing systems and related supplies as well as document
management consulting and outsourcing services to businesses of any size.

    This release contains "forward-looking statements" as defined in the
Private Securities Litigation Reform Act of 1995. The words "anticipate,"
"believe," "estimate," "expect," "intend," "will," "should" and similar
expressions, as they relate to us, are intended to identify forward-looking
statements. These statements reflect management's current beliefs, assumptions
and expectations and are subject to a number of factors that may cause actual
results to differ materially. These factors include but are not limited to the
risk that the future business operations of Global Imaging Systems (GIS) will
not be successful; the risk that customer retention and revenue expansion
goals for the GIS transaction will not be met and that disruptions from the
GIS transaction will harm relationships with customers, employees, agents,
distributors and suppliers; the risk that unexpected costs will be incurred;
the outcome of litigation and regulatory proceedings to which we may be a
party; actions of competitors; changes and developments affecting our
industry; quarterly or cyclical variations in financial results; development
of new products and services; interest rates and cost of borrowing; our
ability to maintain and improve cost efficiency of operations; changes in
foreign currency exchange rates; changes in economic conditions, political
conditions, trade protection measures, licensing requirements and tax matters
in the foreign countries in which we do business; reliance on third parties
for manufacturing of products and provision of services; and other factors
that are set forth in the "Risk Factors" section, the "Legal Proceedings"
section, the "Management's Discussion and Analysis of Results of Operations
and Financial Condition" section and other sections of our Quarterly Reports
on Form 10-Q for the quarters ended March 31, June 30, and September 30, 2007,
as well as in our 2006 Form 10-K filed with the Securities and Exchange
Commission. The company assumes no obligation to update any forward-looking
statements as a result of new information or future events or developments,
except as required by law.
    For more information on Xerox, visit or For open commentary and industry perspectives,
visit or

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at
    Additional archived images are also available on the CNW Photo Archive
    website at Images are free to accredited
    members of the media/

For further information:

For further information: Media Contacts: Laura Mergelas, Xerox Canada,
(416) 733-6216,; Mike Moeller, Xerox Corporation,
(203) 849-2469,

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