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Xerox unveils new brand identity

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Norwalk, Conn.—Xerox Corp. has unveiled the most significant transformation of its corporate identity in the company's history.

The new brand identity is designed to reflect Xerox’ customercentric orientation in its products and services to meet the needs of businesses.

Its new logo includes a lower-case treatment of the Xerox name and a sphere-shaped symbol that incorporates an X, representing Xerox’s connections to its customers.

The new identity will be incorporated into Xerox's marketing and media programs.

—Kate Maddox

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