Firm seeks to promote software and services alongside its printer and copier products

Xerox launches rebranded image

Xerox has launched its biggest revamp in years as it moves to shake off its image as just a copier manufacturer.

Working with Interbrand, Xerox has unveiled a new logo, along with a rethink of its corporate identity, which it hopes will emphasis its move into software and services, alongside its traditional printing and copying operations.

The transition is expected to take around 18 months to complete, with a marketing campaign expected to help promote the change.

Ursula Burns, president of Xerox, said: "We’re strengthening 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."

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