Xerox Unveils New Branding, Logo

January 2008

multipage

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 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 M. 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 information.”

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 M. 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 printers and copying systems and has made significant investments in software and services. In addition:

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 offerings.

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.

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